European Wine & Deli Meat Campaign Marks 1st Year in North America

The 'Sip and Savor' initiative boosts awareness of Roero DOCG wines and European salumi through immersive experiences.

Published on Feb. 27, 2026

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The 'Sip and Savor: Pairing European Wines and Deli Meats' campaign, co-funded by the European Union, has marked a successful first year in North America. The initiative has focused on promoting Roero DOCG wines and European salumi through experiential marketing, including guided tastings, masterclasses, and study trips to the Roero wine region. The campaign's success highlights emerging trends in food and wine tourism, the demand for authentic culinary experiences, and the power of education in driving consumer demand.

Why it matters

The campaign's experiential approach aligns with growing consumer desire for authentic travel experiences that connect them with local cultures through cuisine and beverages. Its commitment to education, engaging sommelier schools and wine institutions, has also been crucial in creating advocates for the products and influencing consumer choices. The positive export figures for Italian deli meats and Roero DOCG wines in North America demonstrate the campaign's tangible impact.

The details

The 'Sip and Savor' campaign has engaged consumers in key North American markets like Montréal, Toronto, Québec City, San Diego, and New York through immersive events. Its digital strategy, including a dedicated website and active social media presence, has also been instrumental in amplifying the message and providing valuable resources. The campaign's focus on storytelling, highlighting the history, traditions, and people behind the products, has been a key driver of its success.

  • The 'Sip and Savor' campaign has marked a successful first year in North America.
  • Italian deli meat exports to the United States increased by +0.7% in volume during the first nine months of 2025 compared to 2024.
  • Canadian imports of Italian deli meats showed even stronger growth at +7.1% in volume and +8.0% in value.

The players

Roero DOCG

Refers to wines produced in the Roero region of Piedmont, Italy, including Roero Rosso DOCG (a red wine made from the Nebbiolo grape) and Roero Arneis DOCG (a white wine made from the Arneis grape).

European Union

The co-funder of the 'Sip and Savor' campaign, which aims to promote Roero DOCG wines and European salumi in North America.

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What’s next

Building on this initial success, future trends in this space will likely emphasize sustainability and a deeper focus on regional specialties. Consumers are increasingly conscious of the environmental and social impact of their food and beverage choices, and highlighting sustainable production practices and supporting local producers will be crucial for attracting environmentally aware consumers.

The takeaway

The 'Sip and Savor' campaign's success demonstrates the power of focused promotion and education in a competitive market. Its experiential approach, commitment to education, and digital storytelling have been instrumental in boosting awareness of Roero DOCG wines and European salumi, and point to emerging trends in food and wine tourism, as well as the demand for authentic culinary experiences.