Beijing hosts a professional tasting of Catalan wines and cured meats

Beijing kicks off The Creative Revolution: European Wines and Charcuterie (CREWAS) project, with a professional tasting of Catalan wines with designation of origin and a selection of Catalan cured meats and charcuterie products. 

The session will bring together importers, distributors, HORECA professionals and opinion leaders, with the aim of showcasing Catalan produce and facilitating contact with operators involved in the marketing and recommendation of agri-food products in the Chinese market. The institutional welcome will be given by the Minister of Agriculture, Livestock, Fisheries and Food, Òscar Ordeig, and the campaign objectives will then be presented, followed by the professional tasting of Catalan wines and cured meats, led by industry experts.

CREWAS begins its rollout in China

This activity marks the start of the European CREWAS project, led by Prodeca and backed by a budget of 3 million euros. Over three years the initiative will run promotional activities in China, Japan and South Korea aimed mainly at professionals, trade operators and opinion leaders.

The campaign includes masterclasses, professional tastings, point-of-sale promotions, gastronomic activities and communication initiatives to raise awareness of Catalan wines with designation of origin and cured meats and ease their access to Asian trade channels.