CROSS-BORDER NETWORK FOR THE PROMOTION OF WINE PRODUCTS

DELIVERABLE 6.1.1
Development Plan of a Cross Border Body for wine promotion














July 2013
1

TABLE OF CONTENTS

1. INTRODUCTION ................................................................................................ 7
2. CURRENT SITUATION OF WINE PROMOTION IN GREECE AND ITALY ............. 9
2.1 Progress of wine promotion in Greece ........................................................ 9
2.2 Progress of wine promotion in I taly .......................................................... 15
2.3 Comparison of good practices for wine promotion in Greece and in Italy 18
2.4 Good practices for wine promotion internationally .................................. 19
2.5 Assessment of wine industry in the economies of Greece and I taly ......... 21
3. REGISTRATION OF WINES OF PROTECTED ORIGI N IN GREECE .................... 27
4. RECORDI NG OF CHARACTERISTIC WINE VARIETIES OF GREECE .................. 33
4.1 White wine varieties ................................................................................. 33
4.2 Varieties of red grapes .............................................................................. 41
4.3 Wine description of the Prefecture of Epirus ............................................ 52
5. WINES OF ITALY ............................................................................................. 56
5.1 Wine description of the Region of Apulia ................................................. 69
5.2 Wine Products Marketing ...................................................................... 73
5.3 Contribution of the wine sector to the economy ...................................... 76
6. SWOT ANALYSIS FOR WINE AND WINE PRODUCTS ....................................... 78
7. ESTABLISHMENT OF A CROSS-BORDER BODY FOR THE PROMOTION OF WINE
86
7.1 Vision ......................................................................................................... 86
7.2 Objectives .................................................................................................. 86
7.3 Structure .................................................................................................... 86
7.4 Bodys legal form ....................................................................................... 87
7.5 Cooperation Agreement ............................................................................ 87
8. NETWORKING WITH RELEVANT BODIES ........................................................ 88
8.1 Bodies in Greece ....................................................................................... 88
8.2 Bodies in I taly ........................................................................................... 90
9. PLAN OF EVENTS OF THE BODY IN GREECE AND ITALY ................................. 92
9.1 Events in Greece ........................................................................................ 92
9.2 Events in I taly............................................................................................ 93
10. ACTION PLAN OF THE CROSS-BORDER WI NE BODY WINE-NET .................... 98
11. MARKETING PLAN OF THE CROSS-BORDER WI NE BODY WINE-NET ........... 100
11.1 Communication Strategy and Communication Plan .............................. 100
11.2 Actions and Communication tools ......................................................... 102
2

12. PROMOTI ON PLAN OF WINE- BODY I N GREECE AND ITALY .................. 105
13. REFERENCES .................................................................................................. 108
APPENDIX ............................................................................................................. 113
Cooperation Agreement ................................................................................ 113

3

INDEX OF TABLES
Table 1: Progress of advertising expenditure for wine champagne (2001 - 2009) (Sector
study on winemaking, ICAP, 2010) ................................................................................... 11
Table 2: Distribution of advertising expenditure for wine in each media (2001 - 2009) (Sector
study on winemaking, ICAP, 2010) ................................................................................... 11
Table 3. LEADER II Programme Wine Roads of Northern Greece (Wines of Northern
Greece, 2012) ................................................................................................................. 12
Table 4. Key stages of the evolution of wine tourism promotion in Greece (Wine Roads of
Northern Greece 2013 & Georgiades, 2008) ...................................................................... 14
Table 5. Wine tourism networks in Greece (Unions WebPages, see References) ................. 15
Table 6. Comparative presentation of good practices in Greece & Italy ............................... 18
Table 7. Number of productive enterprises by legal form (.S.., 2005) ........................... 21
Table 8. Number of wine producing enterprises by County (.S.., 2005) ......................... 22
Table 9. Greek Wine Production, Period 1990-2012 (Min. of Agricultural Development, 2013)
...................................................................................................................................... 24
Table 10. Italian wine production per region and per year (2007 - 2011) ............................ 26
Table 11. Quality wines produced in specified regions (V.Q.P.R.D.) .................................... 27
Table 12. Greek Wines of Designation of Origin of Superior Quality (A.O.Q.S.).................... 29
Table 13. Greek Wines of Protected Designation of Origin (.O.C.) .................................... 30
Table 14. Greek and international cultivated varieties ........................................................ 31
Table 15. Cultivated areas in Greece (Min. Rur. Dev. & Food) ............................................ 31
Table 16. Actually cultivated area by wine category and prefecture (Min. Rur. Dev. & Food) 32
Table 17. Inventory of main wine making varieties for wine year 2011 2012 (Min. Rur. Dev.
& Food) .......................................................................................................................... 51
Table 18. Geographical distribution of wine production in Greece* (2001-2007) .................. 52
Table 19. Produced wines of the Prefecture of Epirus ........................................................ 53
20. Wine grape varieties within the viticultural unit of Epirus ................................. 55
Table 21. Wines of Puglia ................................................................................................ 57
Table 22. Wines of Basilicata ........................................................................................... 57
Table 23. Wines of Calabria ............................................................................................. 57
Table 24. Wines of Sicilia ................................................................................................. 57
Table 25. Wines of Sardegna ........................................................................................... 58
Table 26. Wines of Campania .......................................................................................... 59
Table 27. Wines of Molise ................................................................................................ 59
Table 28. Wines of Lazio ................................................................................................. 60
Table 29. Wines of Abruzzo ............................................................................................. 60
Table 30. Wines of Marche .............................................................................................. 60
Table 31. Wines of Umbria .............................................................................................. 60
Table 32: Wines of Toscana ............................................................................................. 61
Table 33. Wines of Emilia Romagna ................................................................................. 62
Table 34. Wines of Liguria ............................................................................................... 62
Table 35. Wines of Piemonte ........................................................................................... 63
Table 36. Wines of Valle d Aosta ..................................................................................... 64
Table 37. Wines of Lombardia ......................................................................................... 64
Table 38. Wines of Trentino Alto-Adige ............................................................................ 65
Table 39. Wines of Veneto ............................................................................................... 67
Table 40. Wines of Friuli Venezia-Giulia ............................................................................ 68
4

Table 41. vineyards ......................................................................................................... 69
Table 42: Wine production per province ........................................................................... 74
Table 43. Key dimensions of SWOT analysis (Richards, 2001) ............................................ 78
Table 44. Combination of categories of factors of SWOT analysis (Richards, 2001) ............. 79
Table 45. S.W.O.T. analysis for wine ................................................................................ 83
Table 46. Use of the SWOT method for the formation of policy choices .............................. 84
Table 47. Strategic orientations ....................................................................................... 85
Table 48. Proposed Partners ............................................................................................ 90
Table 49. Wine fairs in Greece and Italy ........................................................................... 95
Table 50. International wine fairs (Wine Explorations, April 2013) ...................................... 96
Table 51. International wine competitions (Wine Explorations, April 2013) ......................... 97
Table 52. Sets of actions of the body for the promotion of wine WI NE-NET ........................ 99


5

INDEX OF PI CTURES
Picture 1. Athiri ............................................................................................................... 33
Picture 2. Aidani .............................................................................................................. 33
Picture 3. Assyrtiko ......................................................................................................... 34
Picture 4. Vilana .............................................................................................................. 34
Picture 5. Malagouzia ...................................................................................................... 34
Picture 6. Monemvasia .................................................................................................... 35
Picture 7. Muscat of Samos .............................................................................................. 35
Picture 8. Muscat of lexandreia ...................................................................................... 36
Picture 9. Batiki............................................................................................................... 36
Picture 10. Debina .......................................................................................................... 37
Picture 11. Rhoditis ......................................................................................................... 37
Picture 12. Robola ........................................................................................................... 38
Picture 13. Savatiano ...................................................................................................... 38
Picture 14. Chardonnay ................................................................................................... 39
Picture 15. Sauvignon Blanc ............................................................................................. 40
Picture 16. Viognier ......................................................................................................... 41
Picture 17. Agiorgitiko ..................................................................................................... 41
Picture 18. Vertzami ........................................................................................................ 42
Picture 19. Kotsifali ......................................................................................................... 42
Picture 20. Krasato .......................................................................................................... 42
Picture 21. Liatiko ........................................................................................................... 43
Picture 22. Limnio ........................................................................................................... 43
Picture 23. Mantilaria ...................................................................................................... 43
Picture 24. Mavrodaphne ................................................................................................. 44
Picture 25. Black Messenikola .......................................................................................... 44
Picture 26. Mavrotragano ................................................................................................ 45
Picture 27. Mavroudi ....................................................................................................... 45
Picture 28. Muscat of Hamburg ........................................................................................ 45
Picture 29. Moschofilero .................................................................................................. 45
Picture 30. Negoska ........................................................................................................ 46
Picture 31. Xinomavro ..................................................................................................... 46
Picture 32. Stavroto ........................................................................................................ 47
Picture 33. Cabernet franc ............................................................................................... 47
Picture 34. Cabernet Sauvignon ....................................................................................... 48
Picture 35. Grenache ....................................................................................................... 49
Picture 36. Merlot............................................................................................................ 50
Picture 37. Syrah ............................................................................................................ 51



6

1. INTRODUCTION
The introduction of alternative developmental standards in tourism industry since the 1980s
as well as their differentiation from the model of mass tourism started to emerge from the
new trends of tourism demand. The development and advertisement of alternative and
thematic forms create new tourism products and new destinations, while their promotion
and preservation requires organised action and proper administration.
Taking into account the need to adapt to these conditions, the project entitled Cross-border
Network for the Promotion of Wine Products is intended to the establishment of joint actions
aiming at the promotion of cultural and natural heritage on one hand, and the development
of tourism at the cross border region between Greece and Italy on the other, with wine and
vine as the main axis. The corporate structure for this specific project, which bears the
acronym WI NENET, consists of the following five bodies: Development Agency of Epirus
S.A. (Coordinating Partner), Regional Unit of Ioannina, Municipality of Konitsa, Municipality of
Cellino San Marco (Brindisi, Apulia) and Municipality of Guagnano (Lecce, Apulia).
The present study-project is part of the Work Package 6 Networks activities for the
promotion of wine production and wine tourism project and aims at the integrated
management and promotion of wine tourism and wine tourism resources of the areas of
interest.
More specifically, the individual activities of this particular Work Package are the following:
6.1: Cross-border Forum
6.2: Educational activities
Apart from the present first chapter, this study consists of twelve additional chapters. The
second chapter includes a description of the progress of wine promotion as a tourism
product in Greece and Italy, a presentation of good practices for the promotion of wine
internationally, and the participation of wine industry in the economies of the two countries.
The data concerning the I talian partners are gathered through a structured questionnaire.
Furthermore, a comparative depiction of both countries' actions relating to the promotional
activities is presented.
Chapter three presents the wines of Protected Designation of Origin of Greece together with
the regions, names and vine varieties. In addition to this, this section presents Greek and
international varieties of white and red grapes cultivated in Greece, as well as an overview of
cultivated vineyards by region, in the period 2006-2009.
In the fourth chapter the characteristic Greek and international vine varieties cultivated in
Greece are presented in detail. The varieties of white and red grapes are distinguished and
their characteristics and properties are described, as well as historical data regarding their
origin. I n the fifth chapter are presented the Italian wines by region.
The sixth chapter presents the S.W.O.T. (Strengths, Weaknesses, Opportunities, Threats)
analysis for wine, which is a general planning and organisation strategy of a comprehensive
decision-making framework.
The seventh chapter includes the vision, goals, structure and legal form of the cross-border
body for wine. I n the eighth chapter partnerships with relevant tourism bodies are
recommended, while the nine chapter includes a detailed presentation of wine events and
suggests the participation of the body in these events. In chapter ten the action plan of the
body for wine is formed, in which sets of actions with indicative timetables are included.
Chapter eleven and twelve present the bodys marketing and promotion plans, respectively.
The last part includes the References and the Appendix, in which the model cooperation
agreement is presented.
7

The data relating to Italy drawn from a questionnaire that completed by the Italian partners.

The working group
Ioanna Papaioannou, Project Manager, External Partner, NOISIS Development Consultants
S.A.
Vasilios Tsekeridis, Assistant Project Manager, External Partner, NOISI S Development
Consultants S.A.
Christina Garoufalia, External Partner, NOISI S Development Consultants S.A.
Argyropoulou Kyriaki, External Partner, NOI SIS Development Consultants S.A.

8

2. CURRENT SITUATION OF WINE PROMOTION IN GREECE AND ITALY
The present chapter includes a description of the progress of wine promotion in Greece and
Italy as well as the means, tools and actions developed to achieve its promotion. Promotional
actions of the two countries are presented in parallel,while good practices of wine promotion
used by other countries are briefly mentioned.

2.1 Progress of wine promotion in Greece
Modern Greek wine production history and the growth of bottled wine in Greece started in
the last fifty years, in the 1960s. At that time the first heavy investment in infrastructure and
machinery was made, resulting in a dramatic improvement of Greek wines in relation to
technology. In parallel, there was a partial reconstitution of vineyards through the planting of
fine quality vine varieties on the basis of the assessments made by the Wine I nstitute, while,
even from the first decade, regions that produce wine of designated origin are
institutionalised by the Ministry of Agriculture.
Of course human factor was also crucial, including both Greek oenologists, who transferred
their scientific knowledge on production, and wine producers, who were becoming more
aware towards the new emerging realities. The fact that the said rejuvenation was completed
within so few years demonstrates the potential of wine industry as a sector of the agricultural
economy.
One of the main characteristics of the activity under study is the long-standing tradition of
viticulture - wine making in Greece, as already presented in detail above. Nevertheless, the
modernisation and development of the sector in its current form started in the 1960s, when
large companies have made significant investments and aimed at the production of bottled
wine.
The contemporary image of national wine making sector is composed by a small number of
big wine industries, many small and medium wine industries, agricultural cooperatives and
import companies. Large companies control significant shares of the domestic market of
bottled wines, serving the entire country through extensive distribution networks. As far as
smaller enterprises are concerned, some of them produce both bulk and bottled wine, which
is made available in the local market, while others produce bottled wine of limited
production with special characteristics, the distribution of which is carried out by specialised
companies. Many times, this activity is undertaken by certain import companies, which also
have an extended distribution network. They mainly import wines from countries of the
European Union, while they are also importing spirits, in contrast to production companies,
where both wine production and trading constitute, for the majority of them, the sole activity.
Finally, agricultural cooperatives constitute another important part of domestic production.
The orientation of (especially large) companies of this sector on exports is intense. The major
markets of Greek wines include Germany, USA, Canada, France, and Belgium; the first 3 have
strong expatriate communities, which, according to certain factors of the market, absorb a
large part of exports. Besides, wine industry is closely associated with inbound tourism, in
terms of domestic consumption during the summertime, and as a means to promote Greek
wines in foreign markets, through the visitors of the country.
Wine market can be distinguished in cold, including catering, entertainment venues and
restaurants, as well as warm, which concerns domestic consumption. Product distribution is
mainly carried out via wholesalers and dealers, while supermarkets and liquor stores are the
main retail selling points.
9

The major distribution channel of the industrys products includes wholesalers / dealers,
especially for small and medium enterprises and regions outside big urban centres. At the
same time, large companies have their own networks, through which they supply major
supermarket chains and major points of the cold market.
In recent years, the network with the greatest development is super markets, given the
current trend of increased home consumption.

Wine distribution network
Intense competition in wine sector, due to the large number of enterprises and brands,
makes the distribution network a significant factor for the acquisition of comparative
advantages. Enterprises try to expand their network, aiming at making their presence
stronger in new points of sale, thus covering the market to a greater extent.
The distribution networks structure changes depending on the enterprises size. Large
enterprises of the industry have developed their own networks, supplying directly the most
important market points as well as major supermarket chains. Wholesalers - dealers are
considered as the most important distribution channel, especially for small and medium
enterprises, since they serve a bigger part of the market in areas outside major urban
centres, and the islands, in particular. Moreover, some of the import companies of the
industry have an extended distribution network and deal with the distribution of Greek
companies wines. Finally, there are some enterprises in this sector specialised in the
distribution of quality Greek wines of small producers, which helps in the promotion of this
product category. Wholesalers with selling points distribute the biggest part of wines in
restaurants, hotels, etc, especially in areas outside major urban centres.
Nevertheless, super markets constitute the network showing the greatest development in
recent years. The expanded range of available products, together with lower prices and offers
and the existing promotional activities, in conjunction with the trend for increased home
consumption, lead to the increasing accumulation of market share in supermarket industry.
The image of selling points is completed by agricultural cooperatives, which also sell other
agricultural products and hold a small portion of total market share. Furthermore, visitable
wineries are considered a point of sale, especially for enterprises operating in tourism areas.
Many enterprises have visitable facilities. Nevertheless, despite intense interest, in most cases
this activity serves as a means for promotion and the overall image of the enterprise.

Advertising expenses for wine
Money spent on wine advertising through the mass media is less as compared to other
spirits. More specifically, in 2009 the total advertising expenditure for spirits was 48.2
million, while for wine and champagne it reached 4.7 million. (ICAP, 2010). As far as wine
is concerned, in 2009 advertising expenditure reached 4.5 million approximately, of which
82.2% was paid to magazines, 5.9% to newspapers, 7.6% to the TV, and 4.2% to the radio.

10


Year Wine Champagne Total
2001 1,617,487 82,132 1,698,619
2002 1,589,826 157,919 1,747,745
2003 1,928,706 220,996 2,149,702
2004 2,479,295 205,570 2,684,865
2005 3,074,616 431,996 3,506,612
2006 3,770,417 563,976 4,334,393
2007 3,199,013 411,022 3,610,035
2008 3,027,694 634,700 3,662,394
2009 3,650,694 468,864 4,119,558
Table 1: Progress of advertising expenditure for wine champagne (2001 - 2009) (Sector
study on winemaking, ICAP, 2010)

Year Television Magazines Radio Newspapers Total
2001 104,353 1,191,623 79,089 242,422 1,617,487
2002 255,721 919,113 109,689 305,303 1,587,826
2003 247,406 1,136,460 168,395 376,445 1,928,706
2004 312,349 1,411,480 366,885 388,581 2,479,295
2005 272,816 2,180,580 182,133 439,087 3,074,616
2006 347,368 2,481,531 652,302 289,216 3,770,417
2007 57,653 2,521,621 213,255 406,485 3,199,013
2008 14,512 2,878,150 18,198 116,833 3,027,694
2009 279,030 3,001,120 154,441 216,104 3,650,694
Table 2: Distribution of advertising expenditure for wine in each media (2001 - 2009) (Sector
study on winemaking, ICAP, 2010)

The number of wine brands advertised in 2004 was 33, in 2005 was 96, in 2008 was 115 and
in 2009 was 100 brands. An indicative fact for advertisement in wine sector is that in 2009
the first 5 brands held the 45% of the total advertising expenditure, while in 2008 the
respective percentage was 29% (ICAP, 2010).
The following section presents the initiatives, which formed the basis for the development
and promotion of wine tourism in Greece.
Wine Producers Association of the Northern Greece Vineyard
In Greece, the development of wine tourism in its current form begins in the Northern part of
Greece, and it is mainly due to the initiatives of certain leaders (champions, Hall, 2003;
Presenza et al., 2010), which encouraged the organisation of collective actions. More
specifically, in 1993, two wine producers of the region initiated the process of planning the
first Wine Road. In November of the same year, thirteen wine producers established the
Wine Producers Association of the Macedonian Vineyard
1
(....), a civil, non-profit
company under the distinctive title Wine Roads of Macedonia (Wine Roads of Northern
Greece, 2013).
During the first two years the enterprise was in operation, between 1993-1995, a series of
events are organised in Thessaloniki to define the goals and structure of the initiative Wine
Roads of Macedonia, while at the same time the available human and material resources are
1
According to the Greek history of viticulture, the Vineyard of Macedonia is considered as the greater geographical
area of Northern Greece, which, apart from the homonymous administrativve region, includes the wine producing
region of Rapsani in the South, and the region of the Counties of Xanthi and Rodopi in the East.
11


recorded from all wineries of the region, in order to identify the specifications and
characterise them as visitable (dining room, tasting room, hospitality facilities, catering
infrastructure to the surroundings, etc.). The recording was carried out by some members of
the network with relevant experience. In parallel, a series of events is organised, to inform
wine makers regarding the goals of the Union (Georgiades, 2008).
The five-year period of 1996-2001 is the period of financing. More specifically, the enterprise
has financial benefits due to the utilisation of two programmes:
1. The special programme Wine Roads Gastronomy, through the Organization Cultural
Capital of Europe (Thessaloniki) 1997, with a total budget of 528,247 (Karafolas, 2006),
which is established following the initiative of individual wine makers. ..... utilises
leverages the greatest part of this budget to cover operating expenses, to connect the
Wine Roads and wine as a product with culture and to cover the promotion expenses for
the programme Thessaloniki Cultural Capital 1997. More specifically, eight complete
roads are designed, which pass through the vineyard of northern Greece, leading to both
the wineries and other points of historical, archaeological or cultural interest (EN.O.A.V.E.,
2013). This is how the promotion of wine is formed, which constitutes an integrated
suggestion for visitors and tourists.
2. The programme Advertising and Promotion of Greek Wine of the community initiative
Liaisons Entre Actions pour la Dveloppement des Economies Rurales
2
(LEADER II),
which was approved in 1996 by the (former) Ministry of Agriculture, of 3,587,702 final
budget. This specific action concerns the funding of mild rural and tourist development
activities of wine regions (Karafolas, 2006; ...V.., 2013). Within the framework of
LEADER II initiative and together with funding from its own resources, EN.O.A.M.
implements actions with a total cost in excess of six million Euros (Georgiades, 2008),
including the following measures (Table 3):

Measures Actions
Measure 1. Technical
Support
Operation of the network, information & awareness actions for the
population
Measure 2. Vocational
Training
Training of wine producers and other stakeholders involved in Wine
Roads operation of 7 associated members
Measure 3. Strengthening of
Agrotourism
Development of infrastructure for the reception of visitors to wineries,
photographic archive and creation of a database, promotional and
advertising activities in the Mass Media & exhibitions
Measure 4. Exploitation of
Agricultural Production
Network signage, promotion of attractions, monuments & footpaths
Measure 5. Preservation of
Cultural Heritage
Organisation of international symposia (INF 1999 & 2000) and
the International Wine Competition
Table 3. LEADER II Programme Wine Roads of Northern Greece (Wines of Northern
Greece, 2012)

In 2001, almost 8 years after the birth of the idea formation of the initiative Wine Roads,
the internal regulation was approved in a plenary session of the Union, including both the
obligations of wine producers and the requirements for the inclusion in this particular network
2
The LEADER Initiative relies on the active participation of local people, businesses, associations and communities in
mountainous and disadvantaged areas. Its aim is to promote local development through the creation of a Local
Action Group (LAG).
12


(Georgiades, 2008). In August 2003, following the expansion of the network's activities in
Epirus and Thrace, its renaming was decided to Wine Producers Association of the Northern
Greece Vineyard (EN.O.A.V.E.) under the distinctive title Wine Roads of Northern Greece
(Wines of Northern Greece, 2013). As a result, up until 2001, Wine Roads of Northern Greece
emerged as the most significant body for the development and promotion of wine tourism in
Greece.
The third period that is distinct in the evolution of the initiative is between 2002-2008, which
is characterised as the period of self-funding. More specifically, Georgiades (2008) suggests
that Many people expected that, when programme funding was over, the declining of the
company would begin since there is no funding from abroad However, operating costs are
covered by the members own contribution, a regular budget. The next stage of the
development was evident through the realisation that in order for the initiative to be a
complete tourism package of services, apart from visitable wineries, it should also include
tourism services, such as restaurants, hotels, local products and alternative activities, i.e.
groups of professionals, who have interest in the development of wine tourism in selected
areas. Indeed, in 2008, the expansion of the network takes place officially, through the Wine
Roads of Northern Greece programme, implemented under the LEADER + Community
Initiative by sixteen development companies of Northern Greece and EN.O.A.V... The total
budget amounts to 800,000, with 20% own contribution and 80% funding (Georgiades,
2008). Table 4 summarises the development and evolution of Wine Roads.


Periods Actions
Beginning of 1993 Planning procedures of the 1
st
Wine Road by 2 winemakers
November 1993 Establishment of civil NGO Wine Producers Association of the Macedonian
Vineyard (ENOAM), under the distinctive title Wine Roads of Macedonia
1993-1995 Briefings & events to set the targets of the initiative Wine Roads of Macedonia
Logging of available human and material resources of the wineries in order to
set the specifications and to qualify them as visitable
1996-2001 Funding period with important programmes:
Wine Roads Gastronomy, 1997, with a total budget of 528,247, and the
following main outcomes:
cover operating costs
interconnection of Wine Roads, wine & culture through the planning of 8
routes
Promotion & Advertisement of Greek Wine, European initiative LEADER II,
1996, with a final budget of 3,587,702, and the following main outcomes:
funding of mild rural and tourist development activities of wine regions
2001 Approval of the internal regulation, wine producers obligations & requirements for
the inclusion in the network
2002-2008 Self-funding period: End of funding & covering of operating costs by the members
own contribution, a regular budget.
August 2003: Expansion of the network's activities in Epirus and Thrace, and
renaming to Wine Producers Association of the Northern Greece Vineyard
(ENOAVE), under the distinctive title Wine Roads of Northern Greece
2008 Further expansion of the network through the Wine Roads of Northern Greece
programme, implemented under the LEADER + Community I nitiative by 16
development companies of Northern Greece and EN.O.A.V.., with a total budget of
800,000 (80% funding, 20% own contribution 20%)
13

2013 Network members: 112, of which
38 visitable wineries
38 dining facilities
23 accommodation facilities
1 provider of alternative activities and
12 unions of local products
Table 4. Key stages of the evolution of wine tourism promotion in Greece (Wine Roads of
Northern Greece 2013 & Georgiades, 2008)

As far as the evolution of members inclusion in the network is concerned, the first affiliate
member enters the network in 1997, while in 1998 a small number of affiliate members are
included in the network. These are enterprises operating in the tourism and gastronomy
sectors dining and accommodation facilities, alternative tourism activities providers and
local products workshops (...V.., personal communication). In 2010, there are already
37 wine producers and 128 affiliate members (...V.., 2013). During the same year, in
an attempt to renew its image, the company is renamed to Wines of Northern Greece,
administered by a Board with a two year term (Wines of Northern Greece, 2013). It is also
worth noting that today, while the number of wineries - members participating in Wines of
Northern Greece remains constant, the number of enterprises affiliate members that
renewed their participation is limited. According to the views of the companys managers,
sparse participation is partly due to the end of the funding through the LEADER+ programme
and, partly, due to the beginning of the economic crisis characterising the country, which
resulted in the underperformance, or even the closure of some of the previously associated
enterprises.

Other wine tourism networks
The Wine Roads of Northern Greece initiative marked the beginning of a new era for the wine
product as a tourism proposal and encouraged the respective activation of wine producers in
other areas of the country, too. In particular, the initiative was followed by wine producers of
Peloponnese, Attica, Crete, Aegean Islands and Central Greece, who also established similar
networks. The following table includes information regarding the above mentioned networks
(Table 5). The following data were collected from WebPages of the Wine producers Unions.

14


Network Year of
Establishment
Number
of
founding
members
Number of
members
Routes
Wine Producers
Association of the
Northern Greece
Vineyard
(...V..)
1993 13
38 wineries
74 affiliate
members
8 (The Wine Route of the
Olympian Gods, Epirus,
Naoussa, Pella,
Goumenissa, the Lakes,
Thessaloniki, Dionysus,
Halkidiki)
Wine Producers
Association of the
Peloponnesian
Vineyard of Greece
(...P.)
1998 25 44
Title of route: Wine -
From the Peloponnesian
Archanthropus till the
Genesis of Wine it
includes 5 routes
Wine Producers
Association of Attica
Vineyard (EN.O.A.A.)
1999 15 22 under establishment
Network of Wine
Producers of Crete
(Wines of Crete)
2006: Network of
Wine Producers of the
County of Heraclion
(DH)
DH: 24 DH: 20
DH: One route
connecting the regions
wineries & consists of 5
sub routes (Dafnes, Peza,
Plouti, Kasteliana,
Dafnes-Peza)
2008: Network of
Wine Producers of the
County of Chania
(DCR)
DCR: 11 DCR: 12
DCR: A route starting
from Rethymno and
ending at the west side
of Chania
Wine Producers
Association of the
Central Greece
Vineyard
(...K..)
2008 24 19
7 (Meteora, Thessaly,
Atalanti Valley, Elikona,
Kitherona, Ritsona, Dirfi)
Wine producers and
Wine growers
Association of the
Aegean Islands
(Wineries of the
Aegean)
2009 21 25 under planning
Table 5. Wine tourism networks in Greece (Unions WebPages, see References)

2.2 Progress of wine promotion in I taly
Different wine regions have realized the importance of marketing strategies aimed at
promoting integrated vines, wines and territories, all of which, in their interaction, evoke
memories of places.
On a global scale, the demand for quality wines makes essential the continuous updating of
marketing strategies: currently tradition and innovation are the cornerstones of quality
improvement.
Among the innovations introduced by the regional viticulture and practices related to it, the
role of undisputed value is to be paid to wine tourism. In the composite tourism scenario is
interesting to observe the evolutionary trend that involves the food and wine sector, which
15

will be recorded as one of the most promising segments. Millions of tourists travel in search
of quality wines and typical products, appreciating - along with these - the cultural and
natural heritage of the area. Grows exponentially the ranks of fans who choose to travel
through the "territories of wine" to learn about the different quality wine, local products and
gastronomy, local producers. The probable reasons for these, for Italy, are to be found, firstly
in the recognized value of the cultural heritage and secondly, in the agri-food production and
wine and finally in the landscape.
In Italy, food and wine tourism appeared in the early nineties, taking the scenarios offered by
France at the end of the eighties, where the paths of taste and the wine roads have been
developped.
During post-war, Italy has experienced a phase in which food was good if was abundant. The
quality was not decisive. The sixties, certainly the richest period of hope that the country has
experienced in recent decades have marked an important moment in the evolution of food
culture.
The wine obtained by known international varieties until a few years ago was a "strong"
product. This condition has created - inevitably - some discomfort, especially in the European
territories traditionally suited to viticulture, which had to face and solve various problems,
including the renewal of the high average age of vines, the inadequate production and the
disadvantage caused by the difference in purchasing power of the euro against the dollar. In
such a context there had been an obvious risk of homogenization of the international wine
market, with particular attention to the phenomenon of the dominance of the grape varieties
cabernet sauvignon, merlot, chardonnay, syrah. Fortunately, there was an unexpected
contrast that has radically altered the reference scenario.
International varieties, were joined by native vines. Emblematic, in this sense, the case of
Italy, where the ancient fragmentation of agricultural land has given way to new forms of
aggregation (such as the cooperative system), the adoption of production techniques and the
development of marketing strategies technologies which have facilitated the development of
niche products. Important to consider is that the extension of the production areas has also
affected historical places not intended for viticulture. This has confused the market, especially
that of the "local wines". I n this regard, in the process of production and marketing of wine,
the concept of terroir, with all that it implies, plays a key role. The terroir originally
represented the element of distinction for vines and wines. Items such as a slope, proximity
to rivers or lakes, in a hilly area more or less protected, may confer different characteristics to
vines and wines, determining the typicality and uniqueness.
The demand for quality wines, influence the techniques of grape growing and wine
production, make essential the continuous updating of marketing strategies: currently
tradition and innovation are the cornerstones of quality improvement.
Consider, also, that in recent years the wine industry has embarked on major business
transformations along two lines:
- Generational change, which has affected not only this area, but most of the local farms and
which has led to a new type of farmer;
- Reduction of the Utilized Agricultural Area, in some cases with the removal of vineyards, in
favor of quality improvement.
Still referring to production quality oriented and enhancement of the product, companies
have decided to reduce the yields per hectare, have adopted special techniques of refining
and aging, have adapted to the qualities of the wines you like to a broader customer base.
Many companies have been able to operate the leap, gaining significant market shares.
16

Moreover, anyone who intends to do today its entry into the market should plan on a global
scale and engage in new challenges: the introduction of modern business techniques,
intensive use of technology, respect for the environment and sustainable development and
innovation culture.
Before 1993, in Italy there were only 25 wineries open to the public, with a total turnover of
200,000 (City of Wine Observatory, 2005). Nor wine experts, nor the producers had any
idea that in a few years the cellars would become tourist destinations (VIDE Survey, 2006).
Of 27 J uly 1999, the National Law on "Wine Road" n 268 was voted
The first "Roads" created in 1999 and the demand for wine tourism showed positive trends.
Currently thanks to the "Wine Road" about 12,000 cellars are open to the public.
In 1999, the Italian wineries had approximately 2.5 million visits. The support for wine sales
was just as important: 18% of the turnover of the wine cellars which are open to the public
regards sales to wine lovers (City of Wine, 2005).


17

2.3 Comparison of good practices for wine promotion in Greece and in Italy
This section presents a comparison of good practices for the promotion of wine and wine
tourism in Greece and in Italy.

Greece Italy
Individual wine producers initiatives
Connecting the wine with the production
area
Establishment of a civil NGO for the promotion
of wine
Combination international varieties with
local
Informative and awareness raising events
Development of wine tourism
Logging of available resources for the
classification of the existing wineries
Development of territorial marketing
Utilisation of national and European funding
Enactment of the National Law n 268 for
the "Wine Road"
Approval of the networks operation regulation
Focus on development of quality products
Expansion of activities in other regions
Promotion of a whole area
Network self-funding
Using innovative processes and
technology
Network expansion through the participation of
catering and accommodation facilities,
alternative activities providers and unions of
local products
Open cellars

Table 6. Comparative presentation of good practices in Greece & Italy



18

2.4 Good practices for wine promotion internationally
This section presents the good practices for wine promotion of other countries at global level.
At European level, France and Italy are presented indicatively, and at international level,
Australia, New Zealand and the United States of America. Wine tourism belongs among the
industries of great development in many other countries, such as Germany, Austria, Spain,
Portugal, Canada, Chile, and South Africa, while Bulgaria, Romania and Hungary are among
the emerging countries in this field.

France
In the 1980s, given the unfavourable conditions in Frances rural economy- ('crise viticole')-,
wine tourism begins to gain ground, as perceived as an opportunity for diversification of rural
incomes of winemakers through the direct sale of products to visitors (Cambourne et al.,
2000: 66). Among the successful examples of wine tourism development are the wine routes
in the regions of Beaujolais, Bordeaux, Burgundy, Champagne, Ctes-du-Rhne and
Provence, while lately Corsica, J ura, Pyrennes and Savoie are also becoming popular.
Gradually, these efforts are framed by a form of government assistance through the Ministry
of Rural Development (Dubrule, 2007), while, in 2008 the National Council of Wine Tourism
was established (Charters & Menival, 2011).
In 2004, wine tourism attracts 7.5 million visitors in France, of which 2.5 are foreign tourists
(Official Chamber of Commerce and Industry of Valladolid, 2005, in: Marzo-Navvaro &
Pedraja-Iglesias, 2010).

Italy
In Italy, under the initiative of both Wine Tourism Movement (Movimento Turismo del
Vino), which was established in 1993, and the Association of Wine Cities (Associazione
delle Citt del Vino), wine routes are planned in the areas of Abruzzo, Basilicata, Calabria,
Campania, Emilia-Romagna, Friuli Venezia Giulia, Marche, Tuscany and Umbria, which are
legally recognised in 1999 (27/07/1999, L. 269) (Agriturismo in Italia, 2012, Movimento
Turismo del Vino, 2012, Presenza et al., 2010).
According to the official data presented in the official website Wine Tourism Movement
(Movimento Turismo del Vino, 2012), in Italy this form of tourism yields 2.5 million euro
annually, while there is a potential for its further development. Wine constitutes the third
most important attraction for foreign tourists of Italy, something that is reflected in the
number of wineries visitors, who are estimated to be 3.5 million annually. Of them, one
million is attracted by the event Open Doors (Cantine Aperte) only.

Australia and New Zealand
Since the mid 1990s, the development of wine tourism spreads also in many regions of the
New World. It is worth noting that, among them, Australia plays a leading role, setting tourist
development of wine regions as its national priority. Thus, in 1998 one of the first local
strategies for wine tourism is prepared, which is presented in a relevant conference in
Melbourne during the same year(Brown, & Getz, 2005). The last decade is marked by the
remarkable progress of wine tourism industry in Australia. In 2009, the total number of
visitors in the 1,647 visitable wineries of Australia reaches almost five million (Pratt, 2011),
while, during the same year, wine tourists expenditure reaches 7.1 million dollars (AUD$)
(Quadri-Felitti & Fiore, 2012). At the same time, the rapid tourism growth of certain wine
19

regions, such as Margaret River and Swan Valley, increases the interest as well as scientific
research (Alonso & Liu, 2010).
In New Zealand, the biggest part of wine tourists visit the regions of Auckland, Hawkes Bay,
Marlborough, and Wellington. In 2008, the number of visits to the 585 wineries of the
country reaches 475,200 (Tourism Strategy Group Research, 2009).

U.S.A.
Among the United States of America, California is the one holding a prominent position
globally, both in terms of production (fourth) and wine consumption (fourth), as well as in
terms of wine tourism development (Simeon & Sayeed, 2011). According to recent data, the
number of wineries visitors in this particular state exceeds 20 million (Quadri-Felitti & Fiore,
2012), with the majority of them in the Napa and Sonoma Valleys. Thach & Olsen (2006, in:
Carlsen, 2011) state that the value of direct sales constitutes 64% of total sales in California.
The famous Napa Valley, which is located at the west coast of the United States, just 50
miles north of San Francisco, is among the cathedrals of wine (Getz & Brown, 2006a).
Despite the fact that wine tourism promotion has already began at the regions wineries since
the end of the 1940s, from 1970 onwards, the wine is starting to become an integral part of
lifestyle, resulting in an increase of the interest in tourism (Skinner, 2000: 293).
Nowadays, Napa is probably the most developed wine tourism destination worldwide (Poitras
& Getz, 2006), including 400 wineries approximately (TripAdvisor, 2008). It is characteristic
that, till 1988, in a region of 100.000 inhabitants approximately, the annual number of
tourists reaches 4 million (Skinner, 2000 293), while, according to recent data, the current
levels of visiting are comparable (Marzo-Navarro & Pedraja-Iglesias, 2010)
3
. I n particular, it
has been mentioned that tourism in that region is so successful that wine production has
become a secondary activity (Skinner, 2000: 284). Skinner (2000: 294-5) Carlsen draws
attention to the stakeholders in order to ensure the sustainability of the Valley, while Carlsen
& Ali-Knight (2004) suggest strategies for the elimination of uncontrolled development and
the establishment of a luxurious wine tourism product.
Other developed regions of the U.S.A. in terms of wine tourism -in a greater or lesser extent-
are the following: Washington (O Neill & Palmer, 2004), Texas (Kolyesnikova et al., 2007;
Rasch & Gretzel, 2008), Virginia (Geide et al., 2009), New York, Missouri, Ohio (Foltz et al.,
2007), North Carolina (rown & Smith, 2010; Evans et al., 2008), Idaho (Foltz et al., 2007),
Michigan (Wargenau & Che, 2006) and Pennsylvania (Var et al., 2006). I ndicatively, it is
mentioned that in 2004, wine tourism contribution in Michigans economy was 75 million
dollars (Wargenau & Che, 2006), in 2005 it attracted 800,000 visitors in North Carolina
(Evans et al., 2008), and in 2007 it was associated with 40% of total revenues for hotels in
Walla Walla of Washington (Storchmann, 2008).

3
According to Rombauer (2003, in: O Neill & Palmer, 2004), and Aoki & Takizawa (2002, in: Lagos et al., 2008), the
number of wine tourists visiting Napa Valley reaches 5 million annualy.

20


2.5 Assessment of wine industry in the economies of Greece and I taly
The present section includes a description of wine industry in Greece and Italy, while
information regarding sales of productive enterprises are presented, along with information
on wine production progress.

Greece
Structure and organisation of wine industry
Wine industry consists primarily of productive enterprises, which are characterised by relative
heterogeneity both in terms of size and in terms of the wines produced (ICAP, 2010).
According to Business Register of the National Statistical Authority of Greece (.S...) for
2005 (Table 7), registered wine making enterprises reached 484, with a total turnover of
352 million Euros for that year.

LEGAL FORM NUMBER OF
ENTERPRISES
Percenta
ge (%)
Personal 288 59.50
G.P. 77 15.91
S.A. 64 13.22
L.T.D. 18 3.72
L.P. 14 2.89
Society 3 0.62
Other 20 4.13
Total 484 100
Table 7. Number of productive enterprises by legal form (.S.., 2005)

The majority of enterprises, with a percentage of 60% of total approximately, are personal,
while a significant share is held by G.P. (15.9%). Winemaking enterprises in the form of a
Societe Anonyme constitute 13.2% of the total. The greatest number of wine producing
enterprises is located in the county of Corinth (percentage 16.7% of total), while the County
of Attica is slightly behind (16.32%), followed by the Counties of Achaia (5.6%), Viotia
(4.5%), Evia (4.3%), Messinia (3.9%) and Heraclion (3.9%) with greater differences (Table
8).



21

COUNTY NUMBER OF ENTERPRISES PERCENTAGE (%)
CORINTH 81 16.74
ATTICA 79 16.32
ACHAIA 27 5.58
VIOTIA 22 4.55
EVIA 21 4.34
MESSINIA 19 3.93
HERACLION 19 3.93
ARGOLIDA 16 3.31
CYCLADES 15 3.10
THESSALONIKI 13 2.69
ARKADIA 12 2.48
LARISSA 11 2.27
ILIA 10 2.07
LAKONIA 9 1.86
KAVALA 9 1.86
FTHIOTIDA 8 1.65
CORFU 8 1.65
KARDITSA 8 1.65
IMATHIA 8 1.65
HALKIDIKI 8 1.65
CHANIA 8 1.65
AITOLOAKARNANIA 6 1.24
IOANNINA 6 1.24
KOZANI 6 1.24
FLORINA 6 1.24
LESVOS 6 1.24
SERRES 5 1.03
KEFALONIA 4 0.83
KILKIS 4 0.83
SAMOS 4 0.83
LEFKADA 3 0.62
DRAMA 3 0.62
DODEKANESE 3 0.62
FOKIDA 2 0.41
MAGNISIA 2 0.41
KASTORIA 2 0.41
PELLA 2 0.41
EVRITANIA 1 0.21
ZAKYNTHOS 1 0.21
TRIKALA 1 0.21
GREVENA 1 0.21
PIERIA 1 0.21
EVROS 1 1 0.21
RODOPI 1 0.21
CHIOS 1 0.21
RETHIMNO 1 0.21
TOTAL 484 100
Table 8. Number of wine producing enterprises by County (.S.., 2005)

As far as import companies of this particular industry are concerned, they are relatively few
and they are also involved in the imports of other spirits. They have mainly products from
22

European Unions countries, such as champagne and other sparkling wines, and they are
mostly operating in wholesale trade. At the domestic production level, the number of active
large wine industries having a systematic and organised production system, as well as
extended distribution networks is limited. The said enterprises have long-term presence in
the industry, modern wine producing facilities, and strong brands. However, the presence of
medium sized enterprises in bottled wine market is also remarkable, having introduced high
quality products and special varieties. In general, Greek bottled wines quality level is
considered as high, both in domestic and in European market, something that is
demonstrated by the large number of distinctions awarded to Greek wines in international
competitions.

Sales of Productive Enterprises
Following the analysis of the total turnover of wine producing enterprises obliged to publish
financial data (ICAP, 2010), it can be concluded that, between 2004-2008, the evolution of
turnover showed an upward trend, with annual growth rate of 3.24%. I n 2008, total sales of
enterprises amounted to 319.7 million approximately, a decrease of 1.1% compared to
2007. It is estimated that sales generated from wines only amounted to 287 million in 2008,
accounting for 90% of total sales. As far as 2009 is concerned, taking into account only those
enterprises with available data on sales for both years (2008-2009), an annual drop is evident
(in 2009) by 3.3% as compared to the previous year.

Greek wine production
According to the data of the Ministry of Rural Development and Food (edited by the Central
Cooperative Union of Wine Products), during the last decade, Greek wine production showed
an increasing trend between 2002 and 2004, when the maximum production for the decade
was achieved. From 2004 onwards production has been declining, with transitions between
increases-declines; however, the decades highest wine quantity of 4,295 (in 1000 HL) has
never been exceeded. The highest wine production between 2008-2012 is observed in 2008,
when the production is 3,868 (in 1000 HL), while the lowest is observed in 2011, when the
production is 2,750 (in 1000 HL). A small increase of 3.36% is observed between 2011-2012.
Below a diagrammatic illustration of Greek wine for the period between 1990-2012 is
presented.

Source: Ministry of Rural Development and ...S.., self editing, (May 2013)
0
1.000
2.000
3.000
4.000
5.000
1
9
9
0
1
9
9
1
1
9
9
2
1
9
9
3
1
9
9
4
1
9
9
5
1
9
9
6
1
9
9
7
1
9
9
8
1
9
9
9
2
0
0
0
2
0
0
1
2
0
0
2
2
0
0
3
2
0
0
4
2
0
0
5
2
0
0
6
2
0
0
7
2
0
0
8
2
0
0
9
2
0
1
0
2
0
1
1
2
0
1
2
Wine Production (in 1000 HL)
23


The following table (Table 9) presents in detail information regarding the production of wines
characterised as P.G.I. and/or P.D.O. or not, varietal wines, and other wines, not included in
the previously mentioned categories, their total, as well as the change in terms of production
per year.

YEARS
WINES
WITHOUT
PDO/ PGI
(1000 HL)
PDO
(1000 HL)
PGI
(1000
HL)
VARIETAL
WINES
(1000 HL)
OTHER
(1000 HL)
TOTAL
(1000 HL)
CHANGE /
YEAR (%)
1990 2,766 259 - - 501 3,526 -
1991 3,381 199 - - 436 4,016 +13.90
1992 3,543 236 - - 271 4,050 +0.85
1993 3,184 203 - - 5 3,392 -16.25
1994 2,795 223 - - 33 3,051 -10.05
1995 3,554 266 - - 30 3,850 +26.19
1996 3,738 313 - - 58 4,109 +6.73
1997 3,602 342 - - 43 3,987 -2.97
1998 3,466 358 - - 2 3,826 -4.04
1999 3,343 337 - - 0 3,680 -3.82
2000 3,224 327 - - 7 3,558 -3.32
2001 3,037 338 - - 2 3,477 -2.28
2002 2,836 249 - - 13 3,098 -10.90
2003 3,491 372 - - 1 3,864 +24.73
2004 3,929 366 - - - 4,295 +11.15
2005 3,755 338 - - - 4,093 -4.70
2006 3,530 370 - - - 3,900 -4.72
2007 3,150 350 - - - 3,511 -9.97
2008 3,510 345 - - 12 3,868 +10.17
2009 2,254 340 485 - 285 3,365 -13.00
2010 2,270 280 550 - - 3,100 -7.88
2011 1,716 280 470 - 284 2,750 -11.29
2012 2,099 310 571 70 65 3,115 -14.55
Table 9. Greek Wine Production, Period 1990-2012 (Min. of Agricultural Development, 2013)

Italy
The winemaking is recognized, full-fledged, as the economic activity that fully expresses a
close relationship with the land, it is able to create a secondary economic activity that goes
beyond the limits of production, to involve other sectors, such as food and wine tourism.
The cultivation of the vine and wine production has always been a key driving force of the
national economy. The Italian viticulture has reached the highest level in the world thanks to
the wealth of experience and traditions accumulated over time and that, together with
modern winemaking technology, have brought the product "Italian wine" to stabilize at high
levels of marketing.
24

The Italian production of wine follows the world trend, there is a progressive reduction of
processing grapes into wine due to lower product demand. The decline in production is not to
be considered a negative symptom. I n many cases has meant the abandonment of
unprofitable vineyards, the improvement of cultivation and vinification techniques and finally
conveying interest in the search for quality products.
The production of wine is increasingly spreading. At the present time, several areas of
cultivation and cultural traditions have been turned into real business districts, particularly
noticed the respect and appreciation of the traditions.
The grape varieties, contribute in no small way to the determination of agrarian cultural
landscape, offering an interesting starting point for research on the geography of wine, as
well as an important promotional tool in the service of territorial marketing and wine.
The changes which have occurred in viticulture produce substantive changes to the area. The
acquisition of land for viticulture and the new varieties results in a mixing of components that
produces unexpected effects to geography and landscape.
In economic terms, it is possible to identify areas affected by micro-and macro-regional
excellent productions. Examples are the Chianti and Brunello, whose territories are living
wealthy, because of the fame of their wines. A wine production of high-profile seems to be
linked to the future of agricultural tourism, farm, walking and wine and of all those events
that lead to new ways of perceiving and experiencing the country.
Italy, with 52.6 million hectoliters, is currently the second largest wine producer in the world
after France.
Italy also holds the international record for the production of table grapes, which in 2000
have amounted around to 1.4 million tons, an increase of 4.6% over the previous year.
The Italian viticulture is currently going through a period of change, where in fact converting
the production choosing quality wines (DOC and DOCG). This process is the result of
increasingly constant demands for quality products.

Regione 2007 2008 2009 2010 2011
Piemonte 2.724.000 2.480.000 2.858.000 2.996.000 2.683.000
Lombardia 1.099.000 1.250.000 1.277.000 1.349.000 1.313.000
Trentino A.A. 1.221.000 1.140.000 1.254.000 1.161.000 1.113.000
Veneto 7.799.000 8.119.000 8.174.000 8.351.000 8.710.000
Friuli V.G. 1.029.000 1.014.000 1.130.000 1.334.000 1.267.000
Emilia Romagna 6.253.000 6.340.000 6.952.000 6.601.000 6.455.000
Toscana 2.824.000 2.800.000 2.772.000 2.857.000 2.495.000
Marche 757.000 871.000 782.000 927.000 741.000
Lazio 1.838.000 1.797.000 1.527.000 1.259.000 1.205.000
Abruzzo 2.162.000 3.054.000 2.652.000 3.028.000 2.283.000
25

Campania 1.652.000 1.768.000 1.830.000 1.869.000 1.726.000
Puglia 5.668.000 6.949.000 5.920.000 7.169.000 5.777.000
Sicilia 4.574.000 6.180.000 6.175.000 5.676.000 4.823.000
Sardegna 862.000 582.000 550.000 475.000 486.000
Altre* 2.052.000 1.901.000 1.947.000 1.685.000 1.628.000
Totale 42.514.000 46.245.000 45.800.000 46.737.000 42.705.000
Table 10. Italian wine production per region and per year (2007 - 2011)


26

3. REGISTRATION OF WINES OF PROTECTED ORIGIN IN GREECE
The present chapter includes the complete recording of wines of protected origin in Greece,
based on strict scientific criteria. In the following section reference is made to the sectors
products as well as the key production procedures. The winegrowing zone of wine as well as
its quality characteristics arising from it constitute a key criterion for wines categorisation.
Grapes are the raw material for the production of wine, which are rich in sugars, organic
acids and water. The must is collected from them using various methods, in all of which
machinery and specialised equipment is used, instead of the traditional wine press. Alcohol
contained in the wine is produced from musts sugars in combination with the process of
alcoholic fermentation. Fermentation and ripening procedures are different among wine
varieties and depend on various factors. After the completion of these procedures, the aging
process starts in the bottle.

Quality wines produced in specified regions (VQPRD)
Wines of Designation of Origin are from a strictly defined and recognised wine-growing
zone, while their variety, location, cultivation technique and the yield per hectare of vineyard
are strictly determined. In Greece they are divided in two categories: .O.C. Wines, i.e.
Protected Designation of Origin and A.O.Q.S., i.e. Designation of Origin of Superior
Quality. Table 11, presents the Quality wines produced in specified regions (Vin de Qualit
Produit Dans Une Rgion Dtermine VQPRD).

V.Q.P.R.D.
Anchialos Muscat of Rio Patras
Amynteo Muscat of Rhodes
Archanes Naoussa
Goumenissa Nemea
Dafnes Paros
Zitsa Patras
Lemnos Slopes of Meliton
Mantinia Peza
Mavrodaphne of Cephalonia Rapsani
Mavrodaphne of Patras Rhodes
Muscat of Cephalonia Robola of Cephalonia
Messenikola Samos
Muscat of Lemnos Santorini
Muscat of Patras Sitia
Table 11. Quality wines produced in specified regions (V.Q.P.R.D.)


27

The new Common Market Organisation (C.M.O.) for Wine of the European Union, which is in
place since August 2009, leads to variations in the standardisation and labelling parameters
for wine. The interconnection of pre-existing wine categories with the new categories is
carried out in accordance to the new regulation of C.M.O. for Wine (E.C.) 479/08 of the
Council and the applicable regulation (EC) 607/0 of the Committee. More specifically,
European Union's wines are distinguished in the following categories:

1) Wines of Protected Designation of Origin (P.D.O.)
This category includes the pre-existing categories A.O.Q.S. (Designation of Origin of Superior
Quality) and AOC (Protected Designation of Origin) as well as sweet wines Vin Doux Naturel
and Sun-dried Vin Doux Naturel.
The following table (Table 12) presents Greek wines included n this category, based on their
previous labelling as A.O.Q.S. These include historic wine-growing and wine-producing areas
of the country, in which viticulture zones are clearly demarcated. With the exception of two
regions, varietal compositions are defined by Greek varieties only. Nevertheless, demarcation
based on the communities and not on vineyards raises issues in relation to the presence of
unsuitable grapes in distinct A.O.Q.S. zones. A.O.Q.S. wines are necessarily produced in
wineries within the zone, while the possibilities of including other varieties (indigenous but
mainly imported) as enhancers, as well as the establishment of sub-zones within the existing
A.O.Q.S. zones are also discussed. A.O.Q.S. wines carry a mandatory characteristic pink band
on the neck of their bottles.

S/ N Name Type of Wine Vine Varieties
MACEDONIA
1
Amynteo
Red Dry
Rose Sparkling
Rose Dry
Xinomavro
Xinomavro
2
Goumenissa
Red Dry Xinomavro 80%, Negoska 20%
3
Naoussa
Red Dry Xinomavro
4
Slopes of Meliton
White Dry
Red Dry
Athiri 50%, Rhoditis 35%, Assyrtiko 15%
Limnio 70%, Cabernet Sauvignon & Cabernet
franc 30%
5
Anchialos
White Dry Rhoditis 50%, Savatiano 50%
6
Rapsani
Red Dry Xinomavro, Krasato, Stavroto
7
Messenikola
Red Dry Black Messenikola, Carignion, Syrah
EPIRUS
8
Zitsa
White Sparkling
White Dry
Debina
PELOPONNESE
9
Mantinia
White Dry Moschofilero
10
Nemea
Red Dry - Sweet Agiorgitiko
11
Patras
White Dry Rhoditis
28

IONIAN ISLANDS
12
Robola of Cephalonia
White Dry Robola
CRETE
13
Archanes
Red Dry Kotsifali, Mandilaria
14
Dafnes
Red Sweet
White Dry
Red Dry
Red Liatiko Sweet
Liatiko
Vilana 70%, Thrapsa 30%
Athiri
Liatiko 80%, Mantilaria 20%

15
Peza
Red Dry
White Dry
Kotsifali, Mandilaria, Vilana
16
Sitia
Red Dry - Sweet Liatiko
CCLADES
17
Paros
Red Dry
White Dry
Monemvasia, Mandilaria
18
Santorini
White Dry
White Sweet
Assyrtiko, Aidani, Athiri
Assyrtiko, Aidani
NORTH AEGEAN
19
Lemnos
White Dry Muscat of Alexandreia
DODECANESE
20 Rhodes White Dry
Red Dry
Athiri
Mandilaria
Table 12. Greek Wines of Designation of Origin of Superior Quality (A.O.Q.S.)

The following table (Table 13) lists the Greek wines included in the P.D.O. category, based on
their former labelling as A.O.C. They are historic wine producing and geographically
demarcated areas, in which, as with A.O.Q.S wines, A.O.C. wines are produced by wineries
within the defined areas. Their main difference with A.O.Q.S. wines is that they only concern
sweet wines with a small range of varieties. These particular wines are produced in two
ways: by addition of alcohol originating in wine (previously fortified wines) and by
concentration of the grape contents through various natural techniques (over-ripening,
exposure to the sun - sun-drying, air-drying and it is characterised as vin doux naturel. In
the second case, if sun-drying of the grapes is performed, it may be called liastos (sun-
dried). A.O.C. varieties include only Muscat for white wines and mavrodaphne (together with
the Corinthian raisin) for red ones. Similarly, in this case, a characteristic blue band is also
placed on the bottle.

29


S/ N Name Type of Wine Vine Varieties
PELOPONNESE
1 Mavrodaphne of Patras Red Sweet Mavrodaphne, Corinthian
2 Muscat of Patras White Sweet Muscat White
3 Muscat of Rio - Patras White Sweet Muscat White
IONIAN ISLANDS
4
Mavrodaphne of
Cephalonia
Red Sweet Mavrodaphne, Corinthian
5 Muscat of Cephalonia White Sweet Muscat White
ISLANDS OF THE EAST AEGEAN
6 Muscat of Lemnos White Sweet Muscat of Alexandreia
7 Samos White Sweet Muscat White
DODECANESE
8 Muscat of Rhodes White Sweet Muscat White, Muscat (Trani)
Table 13. Greek Wines of Protected Designation of Origin (.O.C.)

2) Wines of Protected Geographical Indication (P.G.I.)
This category includes Local Wines and wines of Traditional Appellation. The production of
P.G.I. wines follows slightly reduced requirements than P.D.O.. Nevertheless, specific
requirements apply regarding the geographical region of production, the origin of the grapes
and the grape varieties used. Wines of Traditional Appellation include two wines produced
exclusively in the geographical territory of Greece, Retsina and Verdea of Zakynthos.

3) Varietal Wines
It is a new category of wines established by the European Union, so that to face competition
from increasing imports from Third Countries. In particular, it allows for wines not
characterised as P.D.O. or P.G.I. to bear indications of their vintage year and the wine grape
varieties from which they are produced. However, regulations for wine certification in this
category are extremely strict, too. Unfortunately, till today there is no established national
legislation adopting the communitys legislation, and, as a result, there are varietal Greek
wine that are not included in this specific category.

4) Wines without P.D.O. or P.G.I indication
This category includes the rest of table wines produced in areas and using varieties that do
not meet the strict requirements specified by the relevant legislation for the previously
mentioned categories, which does not necessarily suggest qualitative differentiation. The
major Greek and international varieties grown today in Greece are as follows (Table 14):

30

Greek Varieties International Varieties
With white grapes
Athiri, Aidani, Assyrtiko, Vilana, Malagouzia,
Monemvasia, Muscat White, Muscat of Alexandreia,
Batiki, Debina, Rhoditis, Robola Savatiano
Chardonnay, Sauvignon Blanc, Vignier
With red grapes
Agiorgitiko, Vertzami, Kotsifali, Krasato, Liatiko,
Limnio, Mantilaria, Mavrodaphne, Black Messenikola,
Mavrotragano, Mavroudi, Muscat of Hamburg,
Moschofilero (note: it produces white wines),
Negoska, Xinomavro, Stavroto
Cabernet Franc, Cabernet Sauvignon, Cinsault,
Grenache, Merlt, Syrah
Table 14. Greek and international cultivated varieties

Cultivated land
The development of vine is particularly interesting, as it is directly related to the magnitude of
wine production. According to the data of the Ministry of Rural Development and Food, Table
15 presents vineyards, for wine periods 2006/07, 2007/08 and 2008/09. It should also be
noted that the entire area includes varieties of dual-use that are routinely vinified.
Table 15. Cultivated areas in Greece (Min. Rur. Dev. & Food)
The entire cultivated area of vine during 2008/09 showed a slight decrease as compared to
the previous period, by 1.3%, being 70,089 hectares. In general, during the period under
investigation the areas of wine grape varieties show relatively small variations. I n 2008/2009,
Peloponnese was the prefecture with the largest area of wine grape varieties, covering 17.1%
of the entire land, similarly to the previous period. West part of Greece was next, with
13.4%. Central Greece covered 11.6% of the entire land, which is slightly reduced compared
to the previous period, while Crete increased its share, reaching 11.5%. Finally, Attica also
holds a significant share, with its areas corresponding to 10.3% of the entire land.
The following table presents the actual cultivated areas.
Prefecture 2006-2007 2007-2008 2008-2009
Eastern Macedonia - Thrace 2,456.53 2,502.51 2,176.76
Central Macedonia 4,567.81 5,009.43 4,945.20
West Macedonia 2,557.14 2,639.59 2,653.09
Thessaly 3,320.44 4,308.05 4,396.50
Epirus 748.25 666.62 696.09
Ionian Islands 3,039.93 2,935.15 2,993.40
West part of Greece 11,093.27 9,503.09 9,380.11
Central Greece 8,161.45 8,441.28 8,104.40
Peloponnese 12,152,02 12,161.79 12,012.20
Attica 6,216.00 7,257.67 7,207.80
North Aegean 3,140,80 3,135,74 3,155.95
South Aegean 4,330.34 4,406.44 4,397.50
Crete 8,123.50 8,042.78 8,030.45
TOTAL 69,907.48 71,010.14 70,089.45
31

Prefecture
Actually cultivated area (ha)
Wine with protected
designation of origin
Wine with protected
geographical
indication
Subtotal for wines with
PDO/ PGI
Wines without protected
designation of
origin/ geographical
indication
Total
2010-11 2011-12 2010-11 2011-12 2010-11 2011-12 2010-11 2011-12 2010-11 2011-12
EAST MACEDONIA
THRACE
0.00 0.00 929.00 1.111.80 929.00 1,111.80 1,047.66 872.65 1,976.66 1,984.45
C. MACEDONIA 1,050.00 950.00 1,267.80 1,287.80 2,317.80 2,237.80 2,471.46 2,532.22 4,789.26 4,770.02
W. MACEDONIA 520.00 510.00 500.00 525.00 1,020.00 1,035.00 1,633.40 1,568.00 2,653.40 2,603.00
THESSALY 650.00 600.00 850.00 860.00 1,500.00 1,460.00 2,871.02 2,872.50 4,371.02 4,332.50
EPIRUS 150.00 150.00 185.00 185.00 335.00 335.00 362.36 371.10 697.36 706.10
IONIAN ISLANDS 370.00 350.00 395.00 352.00 765.00 702.00 1,880.90 1,968.42 2,645.90 2,670.42
WEST GREECE 750.00 750.00 1,250.00 1,250.00 2,000.00 2,000.00 7,110.67 7,015.60 9,110.67 9,015.60
CENTRAL GREECE 0.00 0.00 2,505.00 2,455.00 2,505.00 2,455.00 5,045.70 4,932.05 7,550.70 7,387.05
PELOPONNESE 3,675.50 2,957.00 3,420.00 3,170.00 7,095.50 6,127.00 4,626.80 5,360.10 11,722.30 11,487.10
ATTICA 0.00 0.00 2,143.00 2,143.00 2,143.00 2,143.00 4,827.20 4,670.28 6,970.20 6,813.28
NORTH AEGEAN 2,250.00 2,200.00 215.00 215.00 2,465.00 2,415.00 577.15 627.15 3,042.15 3,042.15
SOUTH AEGEAN 2,150.00 2,100.00 250.00 230.00 2,400.00 2,330.00 1,631.27 1,571.72 4,031.27 3,901.72
CRETE 1,520.00 1,480.00 1,830.00 1,750.00 3,350.00 3,230.00 4,422.10 4,530.43 7,772.10 7,760.43
Total 13,085.50 12,047.00 15,739.80 15,534.60 28,825.30 27,581.60 38,507.69 38,892.22 67,332.99 66,473.82
Table 16. Actually cultivated area by wine category and prefecture (Min. Rur. Dev. & Food)
32


4. RECORDI NG OF CHARACTERISTIC WINE VARIETIES OF GREECE
In this chapter the characteristic Greek and international vine varieties cultivated in Greece
are presented. I n addition to this, the origin, their geographical distribution and potential, as
well as the basic characteristics by variety in terms of taste, properties, capabilities, use and
gastronomy are presented.

4.1 White wine varieties

Greek Varieties

Athiri is a variety of the Aegean Sea, cultivated mainly in
Cyclades, Dodecanese, Crete and almost all other parts of
Greece (Central Greece, Evia, and Halkidiki). It is a
variety of early ripening, with medium size and density
grapes, which have a lime-green thin skin, juicy flesh and
a slight but characteristic aroma. Today, Athiri is
considered one of the best white Greek varieties (House
of Wine, April 2013). Special attention should be paid on
the date of harvest, as if the ripeness of the grapes is
exceeded, their acids are significantly reduced. Athiri mainly gives white dry wines, with a
relatively high alcohol content, yellowish colour with greenish glints, distinctive pleasant
subtle fruity aroma, and a soft, full, fresh and balanced taste. It also gives white, as well as
sparkling wines, while it is also used in combination with Assyrtiko and white Aidani. It is also
used in many A.O.Q.S. and table wines. It can be combined with shellfish, seafood, grilled
fish, light cheeses and fruits. Served at 10-12 C.

Aidani is an ancient white as well as red variety of Ionia
(derived from edani vine, which is mentioned by Hesychius in
the 5
th
century AD). Today it is cultivated in Cyclades, Paros,
Naxos, as well as Santorini and Crete. Sometimes it is also
cultivated in small areas in other areas of Greece. It is used a lot
for the improvement of other wines (Athiri, Assyrtiko). It a
mediocre, vigorous and productive variety, highly resistant to
disease and drought. Its grapes are big, on a big, dense berried
bunch with dark red skin berries. It usually grows in areas with relative altitude. The wine
that is usually produced from this variety has moderate alcohol content, moderate acidity and
it is characterised by its floral aromas (House of Wine, April 2013).



Picture 1. Athiri

Picture 2. Aidani
33

Assyrtiko is considered by many specialists as the best Greek grape. It is a vivid grape
variety, particularly resistant to drought and disease, which is cultivated in a large area of
Santorini, as well as other islands (Paros, Naxos), Peloponnese,
Central Greece, Halkidiki, Macedonia. The Cycladic islands are
considered its place of origin, Santorini mainly; however, today its
the second most widespread wine of Greece, after Rhoditis.
Assyrtiko from Santorini is different from the ones of mainland
Greece due to the significant contribution of the terroir on the
aromas of the former, while in the latter the aromas are more
fruitful. The size of grapes is medium and large, with white-green or
golden-green, medium thickness skin and dense berries, with a
well-formed and rather soft flesh. The variety gives pale to white
wines, with citrus and sour flavours, as well as aromas of apple and
pear, as their dominant aromas, while the varieties grown in
Santorini have the aromas of honey, raisins, incense, as the light
volcanic soil of Santorini gives to Assyrtiko distinctive characteristics that are transferred to
wine (House of Wine, April 2013). Their taste is fruitful with moderate to high acidity and
high alcohol quality, making it one of the rare wines with this combination worldwide. The
variety can give both sweet and dry wines, exquisite single varietal wines, and can be easily
combined to make interesting blends, the most usual of which is Assyrtiko and Sauvignon
Blanc in Greece. It is usually combined with seafood, grilled fish and cheeses.

Vilana is a white domestic variety, cultivated in Crete, in the
Counties of Heraclion and Lasithi mainly, followed by the
Counties of Chania and Rethymno. It is a vigorous variety,
resistant to drought, round to conical berries, thin skin,
yellowish white colour with spots and delicious taste. Vilana
gives medium to high alcohol content wines, of moderate
acidity and a rich presence of floral aromas from yellow and
white fruits; nevertheless they are prone to oxidation.


Malagouzia is a white variety, mainly cultivated in Halkidiki and
Thessaloniki, as well as in Aitoloakarnania (from where it
originates), Attica, Fthiotida and Peloponnese. It is a really
vigorous and productive variety, resistant to drought. It gives big
grapes with dense, large berries of thin golden yellow skin and
sweet, soft flesh, tasting like Muscat. The wines produced by this
variety have high alcohol content, moderate acidity and relatively
intense aroma of exotic fruits (House of Wine, April 2013). It
usually accompanies grilled and baked fish, seafood, white
meats, poultry and cheeses with moderate flavour.

Picture 3. Assyrtiko

Picture 4. Vilana


Picture 5. Malagouzia
34

The white variety named Monemvasia was already cultivated
in Greece during 13
th
-14
th
and 16
th
century AD. The origin of its
name, according to one scenario, comes from the castle of
Monemvasia and, according to another, from the area of
Malevizio, which is close to Heraclion, Crete, the Venetian
Candia. It was one of the three varieties constituting the largest
part of Greeces exports during the Middle Ages. The wine
produced from it, known as Malmsey in English and Malvasia in
Italian, was being distributed through the trading routes from
Istanbul to England and from Italy to France. According to the
legend, George, Duke of Clarence, brother of King Edward IV of
England, was drowned in a barrel of Malmsey in the Tower of
London in 1478 (House of Wine, April 2013). Today, the variety is mainly cultivated in
Cyclades islands, Paros in particular, at an area of 5,000 acres, while it is also reintroduced in
the area of Monemvasia. There are also smaller cultivation areas in Evia mainly. It is resistant
to all diseases of vine and prefers soft mountainous terrain. Its bunches are large with big,
oval shaped berries, sweet and juicy, with a golden colour. It gives simple, soft wines of low
intensity and low acidity and yellow fruits aromas.

The first reference to the wine from Samos is made by
Theodoros Ptochoprodromos (1143-1180) who writes in his
poem Sweet wine from Ioannina and Crete and Samos
releasing its juices (
' , ),
but doesnt mention whether the wine was Muscat, as sweet
wines are also produced by other vine varieties. The first
reference to Muscat from Samos is made in a rule by Kaisarios
Daponte (1714-1784), which states: Wine from Scopelos,
comandaria from Cyprus, Muscat from Samos Rosolio from
Corfu, excellent things ( ,
, ,
, ,
, ). In Lord Byrons poem The Greek Islands a relevant
reference is made at the verse Fill high the bowl with Samian wine! As mentioned by a
various writes, the variety Muscat of Samos originates from Asia Minor and is the result of
a mutation. It has been brought to Samos in the end of the 16
th
century, where due to
climate has developed successfully. Its the same variety as the famous French variety Muscat
de Frontignan that is cultivated in meridian France. From the mid-19th century Samian wine
began to be widely known in Europe and from there to the rest of the world, when phylloxera
destroyed many European vineyards. The Europeans, mainly the French and Italians in order
to secure wine and other vine products, such as raisins (from which wine was produced),
turned to the eastern parts that were not affected, among which was Samos. The great
demand for these products brought a significant price increase and for that reason Samos
was very soon a huge vineyard; even the roughest terrain was levelled and planted with
vines. According to contemporary sources of that time, the land they occupied was almost
4,700 hectares. Today, Muscat of Samos is systematically cultivated, mainly in Samos and
North-west Peloponnese. It is also cultivated in Cycladic islands as well as the Dodecanese. It
is a quite productive variety, with medium size, conical grapes and dense round berries with
green-yellowish, medium thickness, soft, juicy almost colourless flesh, with the characteristic

Picture 6. Monemvasia

Picture 7. Muscat of Samos
35

aroma of Muscat wine (House of Wine, April 2013). It gives naturally sweet and medium
sweet A.O.Q.S. wines, in which, depending on vinification, with inherent aromas of flowers,
honey, spices and dried fruits, as well as dry table wines with the characteristic aroma of
Muscat. Sweet wines produced by this variety are famous worldwide, and have received
many awards in international exhibitions.

Muscat of Alexandreia, whose destination of origin is
North Africa most probably, was firstly planted in Greece in
the beginning of the 20
th
century. Its love for warmness
helped it to get used to the countrys climate, producing
delicious sweet wines. However, in recent years, it is used
more and more for the production of dry, aromatic wines, as
well as for some sparkling wines. It is characterised by its
light and discrete aroma. Despite its expansion in the
Northern part of Greece, the volcanic soils of Lemnos are the
top place for enhancing the varietys significant advantages
(New wines of Greece, April 2013). Apart from Lemnos, it is
also cultivated in small vineyards in Aegean islands as well as
in the Counties of Thessaloniki, Drama and Kavala. Both
sweet wines bearing the geographical indication Muscat of
Lemnos and dry wines reflect the typical traits of the variety. discrete aroma, notes of
apricot and mint and a relatively rich body. The relatively rich in clay soils are considered
suitable for the production of red wine, while light soils are better for the cultivation of early
table grape varieties. Nevertheless, soils of average composition provide the best cultivation
conditions. It is a medium vigorous variety, productive and resistant to drought, with big
grapes of pale yellow colour skin. It gives white wine with a relatively high alcohol content,
good acidity, characteristic taste and complex aroma of Muscat, while it is ideal for sweet
aromatic wines. It is used for an A.O.Q.S. wine (Lemnos) as well as for Local and .O.C.
wines (Rural Union, April 2013).

Batiki is a white variety, which was probably brought to our
country from the region of Izmir-Smyrna. It is mainly cultivated in
Thessaly (Tirnavos area) and less often in the North part of Evia
and Macedonia. It is a vigorous and productive variety, very
sensitive to downy mildew, powdery mildew, and low temperatures,
but quite resistant to drought. Its grapes are big, conical in shape,
on a dense berried bunch with big, oval shaped berries with green-
yellowish, medium thickness skin and soft, colourless and juicy
flesh. Batiki used to be cultivated a lot in Thessaly for the
production of table grapes (House of Wine, April 2013). However, in
recent years, following the introduction and spreading of other
better varieties for table wine, it is mainly used for vinification. This variety, characterised by
very low acidity, gives mainly Retsina and table white dry wines. For table wines it is usually
vinified together with other varieties, mainly with Rhoditis in Thessaly, producing a dry white
wine, with a relatively low alcohol content and low acidity, bright colour, rich fruity aroma, as
well as a fresh and balanced taste.


Picture 8. Muscat of lexandreia

Picture 9. Batiki
36

The name Debina is probably originating in the Italian de
vino meaning grape for wine- and this is why it is believed to
be of Italian origin. Debina is mainly cultivated in the area of
Zitsa of the County of Ioannina (since 7
th
century at least), in
the villages Zitsa, Protopapa, Karitsa, Ligopsia, Klimatia,
Gavrisioi. It is also referred to with the synonym Zitsa, as a
characteristic of its origin from that particular region. It is
cultivated in other areas, too, but in smaller areas. In the
region of Tsaritsani there is significant cultivation of Debina. It
occupies an area of approximately 7,500 acres.
It is a variety easily adapted in poor, dry and limestone soils. It
is cultivated in an altitude of 700 metres in shallow limestone
soils, with microclimate affected by sea breezes reaching in through the passages traced by
Thyamis near the banks of Kalamas. Rich in calcium soils make it resistant to diseases,
powdery mildew in particular, ensuring its proper ripening. Vineyards are located in the
meridional direction, avoiding humidity during the summer, and cold drafts during the winter.
Debina is a very vigorous and sturdy variety, whose grapes quality is not affected negatively
in high yields per hectare, as is the case for other varieties. Grapes are of cylinder-conical
shape, on a dense berried bunch, and their length is 21 cm approximately. Its berries are
medium sized, round, lime-green colour, soft flesh and sweet to slightly sour taste. It gives a
fruity, classy, youthful and refreshing wine with good acidity, combining the aromas of apple,
pear and peach, with a long lasting aftertaste and good acidity (House of Wine, April 2013).

Rhoditis is a variety clearly used in viticulture but it can also
be eaten, which is cultivated in 34 counties of Greece, with
different clones and names, such as Alepou, Arsenikos
Rhoditis, Thilikos Rhoditis, Kokkinorhoditis, Kanellatos,
Kokkinara, Kokkinostafilo, Lisitsines, Mourgalepou, Rodomous,
Rhogditis, Roiditis, Sakorhoditis, Sourviotis, etc. The largest
vineyards are located in Aegialia, Viotia and Thessaly (House of
Wine, April 2013). It is a particularly vigorous and productive
variety, with sparse grapes of large size usually and pink
berries towards the end of ripening, which are initially white-
greenish. It prefers light and limestone soils of medium
fertility, as well as areas located at higher altitude, where this
variety reveals its best characteristics. Wines from vineyards
located at a relatively high altitude are remarkable, with medium and balanced alcohol
content and acidity, as well as rich and vivid taste and aromas.


Picture 10. Debina

Picture 11. Rhoditis
37

Robola (also called Kerino) is one of the most noble Greek
white varieties, and probably the only variety that has given its
name to the zone it is cultivated, Robola of Kefalonia, at Omala,
the centre of the island, under the slopes of Mount Ainos with
the Monastery of Saint Gerasimos in the middle. The soil
potential, in combination with the altitude, sunshine and sea
breezes are the key factors of cultivating Robola in Kefalonia,
characterised by very low yield per acre, but very high quality.
Therefore, it is no coincidence that today the grape Robola is
among the most expensive, if not the most expensive in Greece.
The main factors in Robolas cultivation in Kefalonia are its
special soil, of course, as well as the altitude and sunshine. The
grape, with a soft pale yellowish colour and round, thin skin
berries, grows in poor, rocky soils best, which is why it is found
in it occurs in the semi mountainous and mountainous parts of the island. Due to this love of
Robola for the rock, the Venetians used to call it Vino di Sasso (The Wine of the Rock)
(House of Wine, April 2013). Robola gives the homonymous wine with a colour of unripe
lemon and intense aromas of summer and citrus fruits, with a light body, relatively strong
acidity and high alcohol content. It is a pleasant wine, giving the false impression it is light
that may be drunk chilled at 10 - 12 C. Its flavour blends perfectly with fish and seafood,
while at its place of origin we almost always see it accompanying a characteristic dish of
Kefalonia, cod with garlic sauce, Aliada as called by the people of Kefalonia, as well as most
specialties of Kefalonias cuisine.
Its special aroma and finesse make it stand out from most Greek wines. Nevertheless, there
are two components making this wine sensitive to external factors, and particularly prone to
oxidation. People of Kefalonia insist that one can only enjoy Robola at their island, as when it
travels to other places through the Ionian sea, it leaves behind some of its aromas and taste.
Many times Robola frames other white varieties with its aromatic properties. I t is usually
drunk fresh, in a period of up to 2 years of harvest, although lately there have been some
attempts of aging the wine.

Savatiano is one of the most popular and, at the same time, misappreciated Greek varieties,
with its origins lost in the mists of time, known with various different names, such as White
Doumpraina, White Kontoura, Sakeiko, Stamatiano, Savathiano, Perachoritiko, Perachoritis,
Asprouda. Homer reports that it was cultivated in Polystafylon Arin (Viotia) and Polystafylon
Istiaia (Evia). In Attica, its cultivation dates back to 2,500 years ago. Today it is mainly
cultivated in the broader area of Central Greece, as well as in Western Crete, the Cyclades,
the Peloponnese, Thessaly and Macedonia.
It is the variety that has been linked to the beginning of
Greeces wine history, since the first wineries as well the
production of the first bottled wines based on Savatiano started
in the region of Attica. Its relation to Retsina which is mainly
produced from Savatiano led to its overproduction, not its
quality. This is why this exquisite Greek variety lost its good
name over the years. In recent years there have been major
efforts -especially in the area of Mesogeia, where the biggest
vineyard of Savatiano is located- to correct past mistakes and
re-gain the varietys lost prestige. It is a variety of medium
liveliness and robustness, as well as quite productive. The plant

Picture 12. Robola

Picture 13. Savatiano
38

is resistant to disease and drought, with quite good production on poor soils. It prefers dry,
limestone soils, as well as regions located at some altitude (House of Wine, April 2013). Its
dense berried bunch grows thick with medium to large sized grapes of cylindrical-conical
shape and a stem 4-5 cm long. Its colour is brownish red and its weight may be up to 600
grams. If cultivated using modern methods and low yield per acre, it gives white wines with
lime-green colour (that may be bright yellow when it comes to aged wines), combining the
aromas of peach, lemon, kiwi, banana, melon and strawberry, soft mouthfeel and relatively
low acidity. Wines from the sunny and poor soils of Attica are more full, warm from the
relatively high alcohol content, with heavy aromas of fermentation and relatively quick aging
process. Those from the cooler areas of Viotia and the slopes of Penteli have a fruity
character, more delicate flavour, and they are fresher due to their acidity and lower
alcoholic strength.

I nternational Varieties
Chardonnay is a widespread white variety from which white wines are produced, as well as
the well-known Champagne. It is considered that it originated in the region of Burgundy,
Eastern France, and that it is related to both Pinot noir and Pinot Blanc. However, following
numerous disagreements between major oenologists, today it has been proven through
modern DNA-based methods that it is the result of a cross between the Pinot and Gouais
blanc grape varieties. As of 2006, 34 clonal varieties of Chardonnay could be found in France
only, most of which were developed at the University of Burgundy in Dijon, which help in the
adaptation of each variety on the terroir and characteristics preferred by the producer.
Chardonnay is famous for its adaptability to soil and weather conditions, as well as for its
easy cultivation. It is possible, following certain easy procedures, to adopt the soils and
producers characteristics. It is a highly vigorous vine variety, with extensive leaf cover and
density of planting and quality inversely proportional to its efficiency. It can be planted in
almost all soils; however the initial variety thrives in clay and shale soils, giving excellent
wines in terms of taste and aromas (House of Wine, April 2013).
Due to the great number of common characteristics, Pinot
Blanc and Chardonnay are many times so similar that its hard
to distinguish them for non experts. Two of the most famous
wines are produced from Chardonnay: Chablis and
Champagne. The name Chablis is protected within the
European Union, used exclusively for wine from the region
Chablis of the Prefecture of Yonne, and are exclusively
produced by Chardonnay. However, due to its worldwide
recognition the name Chablis today characterises almost any dry white, even those not made
from Chardonnay variety.
In Champagne, Chardonnay is one of the three main varieties growing at the area. It grows
at the limestone soils of the region of Cte des Blancs (white slopes), where the
characteristics preferred by Champagne producers for the highest quality exquisite
champagne Blanc des Blanc are favoured. The lightest wines are produced at the village
Avize, at Mesnil those with the greatest acidity and at Cramant the most aromatic ones. In
France, the 3/5 of the total for this variety are cultivated in the areas of Champagne, Chablis
and Burgundy. It is also cultivated in the region of Languedoc, as well as in Alsace, Ardche,
J ura, Savoy and the Loire Valley.
In Greece it is mainly cultivated during the last 20 years in the northern part; however, due
to the adaptability of the variety it may be seen in almost all viticultural areas. As far as the

Picture 14. Chardonnay
39

U.S.A. is concerned, it is mainly cultivated in California, producing delicious wines, very
different from the French wines and the States of Oregon, Texas, Virginia and Washington, as
well as in Alabama, Arizona, Arkansas, Colorado, Connecticut, Georgia, Idaho, Illinois,
Indiana, Iowa, Maryland, Massachusetts, Michigan, Minnesota, Missouri, New Hampshire,
New J ersey, New Mexico, North Carolina, Ohio, Oklahoma, South Carolina, Tennessee and
Vermont. It is also cultivated in Canada, at the provinces of British Columbia, Nova Scotia,
Ontario and Quebec. It is also cultivated in Australia and New Zealand. In Italy it is mainly
cultivated in the northern part, but it can also be seen at the southern part, at the regions of
Sicily and Apulia. It is also cultivated in almost all European countries, such as Austria,
Germany, Bulgaria, Hungary, Georgia, Moldova, Portugal, Romania, Slovenia, Spain,
Switzerland. Furthermore, Chardonnay is cultivated in South America, Argentina, Chile and
Uruguay in particular, South Africa, India and almost throughout the world.
Chardonnay gives a variety of white wines, from dry to sparkling and medium sweet, and
aromas from oak to green apple, as well as caramel, cream, smoke, coconut, vanilla, which,
however, are not from the variety but from the method of vinification, which vary widely
depending on the country and region of production.

Sauvignon Blanc is a dry, pleasant white wine produced by the corresponding variety,
whose name comes from the words sauvage and blanc, meaning wild and white respectively.
Originating from the Loire Valley and Bordeaux, nowadays it is successfully cultivated
throughout the world, mainly in Australia, New Zealand, South Africa, USA (primarily
California) and South America.

During the 18
th
century, Sauvignon Blanc was crossed with
Cabernet Franc variety, giving Cabernet Sauvignon. The sunny
climate of the Loire Valley, Bordeaux and Sauternes region is
ideal for the slow ripening of Sauvignon Blanc, which favours
the balance between sugar and acidity necessary to give the
intensity of the aromatic characteristics of Pouilly Fume,
Sancerre and Sauvignon de Touraine. I n the area of Sauternes,
the variety is mixed with Smillon to produce Sauternes wine.
In France the soils is of utmost importance, as it affects the
wines taste. Sauvignon Blanc can be easily distinguished by
the usually sharp and aggressive composition of its aromas.
The aromas of freshly cut grass, weeds, lemon and pepper,
olive, asparagus, grapefruit and melon can be distinguished,
which, using the appropriate procedures during vinification, are enriched with the aromas of
vanilla, wood, butter, oak and tobacco. With its natural high acidity, Sauvignon Blanc has an
acid, intense and vigorous taste (House of Wine, April 2013). As far as flavour combinations
are concerned, it is highly recommended together with ingredients and flavours such as
tomato, raw garlic, smoked cheese and other strong flavours, which will neutralise and
outweigh most Chardonnays and almost all other dry white wines.


Picture 15. Sauvignon Blanc
40

Viognier is a variety from which the homonymous white
wines are produced, as well as French wine Condrieu at the
Rhone Valley. The history of Viognier is unknown. Many argue
that it is ancient grape originating from Dalmatia, brought to
the Rhone Valley by the Romans. The origin of the name is
also unknown. Some consider it originates from the French
town Vienne, which was an important base for the Romans in
ancient times. Viognier was once very widespread. Today it is
only cultivated in France, almost exclusively at Northern Rhone
region. It is important to note that in 1965 production was
limited to 1.900 litres only; however both the popularity and
the price of wine increased, resulting in a new increase in its
production, while today it covers an area of 3 square
kilometres approximately. I ts cultivation is difficult, mainly due to its sensitivity to diseases,
its unpredictable performance and the necessity of harvesting it at precise time intervals,
since both the early and the late harvest produce wines of unacceptable quality.
From 1990 onwards, its cultivation was extended to various places worldwide, mainly
California and Australia, as well as Argentina, Chile, Brazil and Uruguay in South America
(House of Wine, April 2013). Viognier wines are famous for their floral aroma, similar to that
of Muscat and of Riesling. Despite the fact that certain wines, those of France in particular,
may be aged, most are drunk fresh. Wines are usually dry, despite the fact that both their
colour and their aromas are usually observed in sweet wines. Its acidity is low and it is used
in combination with other varieties (Syrah mostly), to soften the produced wines, as well as
with red varieties, to add aroma. The intensely fragrant and fruity texture of the wine allows
its combination with intense flavours and East Asian cuisine. It is perfect with sushi and
sashimi, as well as with many French cheeses.

4.2 Varieties of red grapes
Greek Varieties
Agiorgitiko, or Mavro Nemeas or Nemeatiko is mainly cultivated in Corinth, at the
vineyards of Nemea (the largest and most grouped in the country) and occasionally in many
other parts of Greece. Nemea is the ancient Fliountas, where Fliaskos wine was produced,
supposedly drank by Agamemnon in the palace of Mycenae. Travellers of the 19
th
century
reported that, in 1820, the village of Agios Georgios was the wine making centre of the
region, where the name of the variety comes from. Agiorgitiko is
an extremely productive plant, with dark red colour grapes,
dense, small or medium size berries, and juicy, soft almost
colourless flesh, with rich phenolic content. It is cultivated in clay,
deep soils with good drainage and fertility. It is used for the
production of dark red dry wines, with brown and violet
reflections, table and A.O.Q.S. wines, that may be aged, with soft
tannins, with an alcohol content of 12.5% to 13%, depending on
the altitude where it is cultivated. The aging of A.O.Q.S. wines is
carried out for at least one year in a barrel and for up to 10 years
in bottles, depending on vinification (House of Wine, April 2013).
The aromas of fresh Agiorgitiko wine are fruity, with greater
intensity of the aroma of cherries. After their aging, they have a
rich aromatic bouquet, with the aromas of spices and rosemary

Picture 16. Viognier

Picture 17. Agiorgitiko
41

mainly. Agiorgitiko wine, irrespectively to whether it is A.O.Q.S. from Nemea or not, is
forming its character depending on the soil and the location. Altitude plays an important role
on its acidity, alcohol content, tannins, colour, and aromas. It is perfect with fatty meats,
thick, red sauces and hunting.

Vertzami is of Italian origin (barzamino), which was
brought to our country by the Venetians in 1684 and it is
mainly cultivated in Lefkada, and less frequently in
Patras, Agrinio and Preveza. It is a rich variety in terms of
colour, vigorous and quite productive but sensitive to
long periods of drought. It is cultivated in poor rocky
soils, at low altitude, below 400 metres usually (House of
Wine, April 2013). Grapes are medium sized, with dense,
round berries, which have thick skin, astringent taste,
and cyan-red colour. It is used frequently together with other wines giving high alcohol
content wines with moderate acidity and an intense, rich colour.

Kotsifali is one of the is one of the noblest red varieties of our country. I t is mainly
cultivated in Heraclion, Crete, where if covers an area of 12,000 acres approximately.
Sometimes it may be seen in Cyclades. It is a vigorous, productive and robust variety,
resistant to drought, winds, as well as most diseases. Its cultivation is more productive in
clay-limestone soils, with good drainage and, preferably, at
hillsides. The size of grapes is medium to large, and they are
conical on a dense berried bunch. Its berries are long,
medium sized, with soft and very sweet flesh, red skin and
colourless flesh, soft and sweet, making it a particularly tasty
grape. It produces wines with a pleasant aroma and taste, of
medium alcohol content.
The aromatic palette varies significantly over the course of its
development. Freshly vinified wine is characterised by the discrete and cool aromas of red
fruits, making Kotsifali ideal for the production of rose wines, while wine that has been aged -
after oak maturation has a completely different aromatic expression, with hints of dried fig
and plum (House of Wine, April 2013). It is a medium acidity variety, with intense and
unstable colour. This is why Kotsifali is traditionally vilified with another red variety, Mantilari,
characterised by its rich and deep red colour, its high acidity and low alcohol content. I n a
way it is a variety balanced by the characteristics of Kotsifali, while both varieties complement
one another.

Krasato is a variety of Thessaly, and it is mainly cultivated in
Rapsani. It produces wines characterised by their high alcohol
content, moderate acidity and medium aromatic intensity. Krasato
gives wines of high alcohol content, moderate acidity and aromatic
intensity, rich in tannins. It is vinified together with the varieties
Stavroto and Xinomavro.



Picture 18. Vertzami

Picture 19. Kotsifali

Picture 20. Krasato
42

Liatiko (Liatis or Mavroliatis) is a red variety, seen mostly in Central and East Crete, and,
occasionally, in the southern part of Cyclades and Kefalonia. Many people argue that the
variety Aleatiko, which is cultivated in Italy, is the same as Liatiko of Crete. It should also be
highlighted, though that the two varieties have some morphological differences to argue that
it is the same variety. It is considered as the variety used for Malvazia wine, a sweet popular
wine of the Venetian period of Greek history. Liatiko is vigorous, robust, fertile, productive
variety, with moderate resistance to drought, and sensitive in acid putrefaction. Its grapes
are relatively dense, with round, medium sized berries, which have thin skin, cyan-blue colour
and colourless, soft and juicy flesh. It gives dry wines with high alcohol content, aromatic, of
moderate acidity, with not so intense colour, as well as very good
sweet wines. It is not

among the rich in colour varieties, and it is not suitable for long
aging wines, unless the technique of sweet wines production is
used. The colour of red wines may vary from light red to deep red
like cherry. Its aroma resembles that of sweet fruit preserves and
marmalades, together with hints of coffee, chocolate and tropical
fruits, sometimes. Its aftertaste is sweet, almost without tannins and
with a medium body (House of Wine, April 2013).

Limnio is a red variety of the North-south part of Greece, Halkidiki
mainly. It is also cultivated in Sporades, as well as Lemnos, where it
originates and got its name, the Grape from Lemnos (reference to
Aristotle and Hesiodus). It is a variety giving medium production,
very resistant to drought, with small, round berries with dark,
medium thickness skin and soft, juicy, colourless flesh. Limnio is
mainly used for the production of table red wines, with a light and
thin aroma of fruits and spices, when the wine is aged in barrels
(House of Wine, April 2013). Its taste is full, and its acidity moderate,
with soft tannins and high alcohol content. Furthermore rose and
white dry wines are also produced. Red wine from this variety is
excellent with meat with heavy red sauce, hunting, and yellow cheese with a strong flavour.
It can be combined with shellfish, seafood, grilled fish, light cheeses, fruits. Served at 10-12
C.

Mantilaria is one of the well known red Greek varieties and it
has been connected with the Aegean sea. There are frequent
references to it in ancient texts, of Pausanias mainly, while it
has been linked with Arousios Wine, which was produced in the
region where the island of Chios is located today, a place
famous for its wines in ancient times. It is mainly cultivated at
Cyclades, Rhodes, and Crete, as well as Attica, Viotia, Evia,
Thessaly and Macedonia. Today the cultivation area is almost
3,500 hectares. It is a really vigorous and productive variety,
very resistant to drought, which is why it is being successfully
cultivated in the islands of the country. Its flesh is soft, succulent and sweet with a slightly
sour aftertaste. It has medium sized, dense berried, conical bunches of round shaped,
medium size berries, with deep red colour, which gives the rich colour to wines in which

Picture 21. Liatiko

Picture 22. Limnio

Picture 23. Mantilaria
43

Mantilaria is used. It grows in relatively dry soils and low altitude at regions where the
summer is hot and dry. Wines produced from Mantilaria have a bright red colour, medium
alcohol content, moderate acidity and they are rich in tannins. In general, the wines
produced, due to their tannin content and bright colour, are suitable for aging but, mainly,
they are used in blends with other varieties, to correct the colour most times.

Mavrodaphne is a dark Greek variety mainly cultivated in the
region of Patras and Kefalonia, as well as in north-west
Peloponnese and the Ionian islands occasionally. Mavrodaphne is
a variety giving medium production, sensitive to drought,
cultivated in light soils, with sparse, medium sized grapes, round,
dark cyan-purple colour, thick skin and succulent flesh. This
variety gives excellent red naturally sweet wines, appropriate for
aging, following the necessary aging period of two years in oak
barrels and up to eight years, allowing the development of
excellent aromas. They are ideal dessert wines. The wines
produced by Mavrodaphne have a deep red colour and combine
the aromas of vanilla, cherry and dried fruits -raisins mainly- as
well as chocolate.

Black Messenikola is cultivated in the Prefecture of
Karditsa, at Messenikolas, Muscat and Morfovouni, near
Plastira Lake, and produces A.O.Q.S. wines together with
Syrah and Carignan. It firstly appeared in our country from
the Venetians and its name comes from the wine of Mr
Nicolas. It is a vigorous, moderately robust variety, with a
medium to large sized, dense berried bunch, and soft,
succulent and tasteful berries. This variety is only found at
the region Messenikolas of Karditsa. Written evidence
demonstrates that this wine was already produced during
the years of Ottoman rule. It is a red variety, without many
pigments, giving wines with a rich aroma of strawberry (when fresh), while when mature it
gets a strong aroma of vanilla, forest fruits and plum. I ts taste is soft, with only a few tannins
and pleasant aftertaste. Black Messenikola, when used on its own for the production of wine,
gives excellent rose wines, with a characteristic soft and discrete aroma, and exquisite
aftertaste (House of Wine, April 2013). Among the weaknesses of the variety is that both the
body and colour of the wines produced are not satisfactory after some years, especially when
they are from vineyards located at lower altitude.


Picture 24. Mavrodaphne

Picture 25. Black Messenikola
44

Mavrotragano is an old red variety of Santorini, the only one
that survived from the old times, when the island had excellent
grapes. It had almost disappeared, but re-emerged and was
essentially resurrected in recent years by Mavrotragano vines,
while nowadays it is systematically cultivated in Santorini. It was
traditionally used to enhance the local wine Vinsanto. It is a
variety of early ripening, not very productive, with cyan-blue,
fleshy, thick skin berries (House of Wine, April 2013). It
produces a dark red wine, with very high alcohol content and
moderate acidity, as well as an excellent fruit aroma, combining
the aromas of spices and red forest fruits. It is characterised by the rich and gentle touch of
tannins, its balanced acidity, complex aftertaste, and possibility for long aging (up to 6
years). It accompanies meats and cheeses at room temperature (18 C).

Mavroudi (also called Mavrostafilo, Mavraki, Karvouniaris) is
cultivated in Lakonia, Corinth, Peloponnese, Central Greece and
Thessaly. Its family is big. Many grapes are called by this name in
Peloponnese, Epirus, Macedonia and Central Greece, whose key
common characteristic is the black colour of their skin. It a variety of
moderately vigorous, productive, sensitive to disease and resistant to
drought. It has big grapes, with black red skin, high tannins content,
reflecting perfectly its aging in the barrel.

Muscat of Hamburg is the most important vine variety
of Thessaly in terms of quantity, as it covers the largest
part of Tyrnavos mountain vineyards. It can be used both
as a table grape and for wine making. It gives wine with a
sweet aroma of rose and vanilla, with hints of bergamot
and kumquat. Its taste is gentle, with a variety of aromas
and delicate aftertaste of dark chocolate.

Moschofilero is cultivated in Peloponnese, Messinia, Lakonia,
and less frequently in the Ionian islands Lefkada and
Zakynthos, Preveza, Magnesia and, lately, Florina. However it is
mainly cultivated at the plateau of Arkadia, at the region of
Mantineia, with which it is inextricable linked, as the region is
famous for viticulture since the ancient times, when it was
related to the cult of Dionysus and wine, as demonstrated by
the great number of archaeological findings. It belongs to
Fileria variety, which, today has been mutated to produce a
great number of sub-varieties, such as Mavrofilero,
Kokkinofilero, Asprofilero etc. Moschofilero is a multipotent
variety, as it can produce many different wine varieties, from
dry white wines to rose, sparkling and sweet wines, with dry wine of Mantineia first. The
varietys grapes are dense, with large and medium sized round berries with thick skin and
reddish colour, succulent and soft skin and the intense aroma of Muscat. This variety
produces characteristic high quality white and rose wines, with high acidity usually and low
alcohol content, as well as a light but intense aroma of rose petals, citrus fruits and pear as

Picture 26. Mavrotragano

Picture 27. Mavroudi

Picture 28. Muscat of Hamburg

Picture 29. Moschofilero
45

well as hints of roses, depending on vinification and the type of wine (House of Wine, April
2013). Moschofilero is perfect with fish, such as mullet, sea bream, plaice, and generally fish
with slightly intense taste. It is also perfectly combined with baked dentex, grilled grouper,
and white, light meats, such as chicken, as well as with pasta with white or light sauces. Due
to its high acidity, Moschofilero is very nice with raw seafood dishes. Today, Moschofilero is
the first variety in terms of consumption in our country and the leader in our exports, as it is
one of the varieties ambassadors of the Greek wine.

Negoska is a variety cultivated in the broader region of
Macedonia. Its name comes from the Slavic name for
Naoussa (Negus or Negoska). It is also known as Popolka
of Naoussa or Negoska Popolska. Today it is mainly
cultivated in the region of Goumenissa, in a vineyard of
almost 70 hectares, where it is brought from Naoussa. It
ripens after the 20
th
of September giving wines of high
alcohol content, with a nice red colour, moderate acidity
and soft taste. Thus the acidity and tannins content of Xinomavro are mitigated, increasing its
alcoholic content, fruity aromas and colour intensity of the wines in which it is used.

Xinomavro is the noblest red variety of the northern part of
Greece, which is why it is also called Greek Pinot Noir. It is
mainly cultivated in Naoussa, Goumenissa, Amyndeo, Rapsani,
Trikomo, Siatista, Velvento, and to a lesser extent, at Mount
Athos, Ossa, Ioannina, Magnisia, Kastoria and Trikala. The
cultivation of Xinomavro dates back to the 17
th
century, at the
areas of Siatista, Amyndeo, Naoussa, Goumenissa, Kitro near
Katerini, Giannitsa, the monasteries of the Mount Athos and
the broader area of Thessaloniki. In more recent years,
Xinomavro is also known with the names Mavro of Naoussa,
Mavro Naoustino, Naoustino. Today the total area cultivated is
more than 2,000 hectares. It is a very special variety,
especially in terms of its sensitivity, which is related to the soils characteristics mainly. It
thrives in soils of light to medium mechanic synthesis with good drainage, limestone, neutral
to alcalic, of medium fertility, with an overall normal water supply, and the ideal time period
is from mid J une to the end of J uly.
It is a vigorous and productive variety with medium sized grapes, which are usually cylindric-
conical in shape, a very dense bunch and round medium sized berries with thick skin and
dark red colour. Its flesh is soft, sweet and colourless, so it can be used in the production of
both rose and white wines. In cooler regions it can give rich red wines, with full taste and
high alcohol content, vivid colour and several tannins. The wines colour varies from dark red
to purple, with many tones depending on the duration of the aging period. The colour of
younger wines is usually violet and, mainly, crimson, while as they mature their colour
resembles more terracotta. The most dominant aromas are those of spices, the skin and red
fruit, with secondary aromas of tomato, mostly in younger wines. The wines body is medium
to high, with a tannin content as well as acidity which make aging almost necessary, as it
improves the wines through the softening of their taste without affecting their characteristic
strong taste (House of Wine, April 2013).


Picture 30. Negoska

Picture 31. Xinomavro
46

Stavroto (or Abelakiotiko) is a red variety, cultivated in the
County of Larissa, Abelakia and Rapsani in particular, and less
frequently in the Counties of Kozani and Magnisia, as well as at
Trikomo of Grevena. Stavroto is a vigorous, robust and productive
variety. The size of grapes is medium, they are finny, conical and
very dense. The berries are of medium size, with a medium sized,
reddish skin, succulent flesh, medium sweetness and lightly sour
aftertaste. Stavroto gives wines of medium alcohol content,
moderate acidity, medium colour and several tannins, showing
poor tolerance over time.

I nternational Varieties
Cabernet Franc is one of the 20 most important grape varieties worldwide. It is mainly used
in combination with Cabernet Sauvignon and Merlot, as well as on its own for the production
of single varietal wines. Despite the fact that it originates
from France, today it is being cultivated successfully
throughout the world, even in China and Kazakhstan. In
France it is mainly cultivated at the Loire Valley, at the
regions of Anjou, Bourgueil, Chinon, and Saumur -
Champigny, as well as at the regions Bergerac and Madiran.
It is also cultivated a lot in Tuscany, Italy, Spain, Hungary,
Slovenia and Kosovo, as well as South Africa, U.S.A. and
Canada. In Greece it was initially cultivated in the region of
Sithonia. Today it is cultivated in many regions of
Peloponnese, Attica, Viotia, Epirus and Macedonia, in small
areas. Cabernet Franc is very similar to Cabernet Sauvignon.
It grapes are elongated, of small or medium size, with dark cyan, round berries with thin
skin. It is cultivated in various types of soils, but it thrives in limestone, sandy soils. This wine
shares many characteristics with Cabernet Sauvignon but they also have certain important
differences, such as the lighter colour, the strongest aroma of blueberries, the green flavour
of fresh herbs and its smoother aftertaste.

Cabernet Sauvignon is definitely the king of varieties used in the production of red wine. It
grows everywhere, in almost all countries of the world, and today it is probably the most
widely recognised and popular grape variety. This is due to the fact that its cultivation is
easy, probably because it is the basis of all famous red wines of Bordeaux, where it is usually
mixed with Merlot and Cabernet franc so that to break its classic strictness, or perhaps
because ultimately, in all areas where its cultivation was introduced, it replaced almost all
other cultivated wine varieties from the beginning. For many years, there were various
legends regarding its origin. The problem was finally solved in the end of the 1990s, when,
using the DNA method, it was found by the UC Davis Department of Viticulture and
Oenology, that Cabernet Sauvignon was the result of the mixture of Cabernet franc and
Sauvignon Blanc, done by accident during the 17
th
century. While Cabernet Sauvignon can be
cultivated in a range of climates, its use in single varietal or multi varietal wines is determined
by the warm climate, which affects the harvest period. In California, with the stable warm
climate and sunny vineyards, this variety gives exquisite single varietal wines, while in regions
such as Bordeaux, where the unpredictable weather leads to the earlier harvest than the
recommended date, it is usually mixed with other varieties, filling the gaps.

Picture 32. Stavroto

Picture 33. Cabernet franc
47

The climate impacts also its aromas, producing huge variations
between regions with warm and cold climate. The climates
effect is much more important than that of soil, something rare
for red varieties of such intensity. As a result, the aromas of
green pepper are found in wines produced by early harvest
grapes that are not perfectly mature, which are finally
damaged by both strong sunlight and prolonged maturation.
The aroma of mint is also present in not so warm but sunny
areas, as well as the aroma of eucalyptus in areas where
eucalyptus thrives, although it has not been demonstrated
whether the distance between the tree and the vine is
important. All the above give to wine producers and wineries
the ability to use their creativeness and affect significantly the
wines aromas, while preserving the characteristics of Cabernet
Sauvignon wines. The single varietal wine has typically very high tannins and phenols
content, requiring many years of aging so that to achieve the wines final aromatic form and
taste. This factor is influenced by the method of viticulture and the time is placed together
with the residues of crushing, which often reaches three weeks. Another determinant for the
wine is the barrel, since the combination of oak with Cabernet Sauvignon is characteristic.
Its ripening in an oak barrel softens the wine, minimises its tannins, provides a relative
softness and gives to the wine the typical oak aromas. The said ripening of Cabernet
Sauvignon in 225 litres barrels at Bordeaux resulted in the international recognisability of
wine. At the same time, the type of oak as well as the degree it will affect the wine is a very
important decision to be made, since American oak gives stronger tastes and aromas than
the French one (House of Wine, April 2013).
The region of Bordeaux is the most famous worldwide and its relation to Cabernet Sauvignon
is very close, since more than 60% of French production of Cabernet Sauvignon comes from
there, although it usually produces multi varietal wines. And while Bordeaux blend of
Cabernet Sauvignon, Cabernet franc and Merlot is the most famous and classic mixture, the
first mixture was with Syrah, which still gives very good wines in the region of Languedoc and
in Australia. Outside Bordeaux, this variety is being cultivated at the Loire Valley and the
southwest part of France.
It is also cultivated in Italy, Spain, England, Czech Republic, Georgia, Hungary, Moldova,
Romania, Russia, Slovenia and Ukraine. As far as Eastern Mediterranean is concerned, it is
cultivated in Greece, Cyprus, Lebanon and I srael. I n the U.S.A. it is mainly cultivated in
California, where excellent wines are produced and in which, in 1973, during a blind test by
French specialists, Californias Cabernet Sauvignon were surpassed by famous French wines,
such as Chteau Mouton Rothschild, Chteau Montrose, Chteau Haut-Brion and Chteau
Loville-Las Cases. It is also cultivated in South America, mainly in Chile, Argentina, Peru and
Uruguay, as well as in South Africa, Australia and New Zealand. In Greece the main areas
producing Cabernet Sauvignon are located at the Northern part of the country, where most
producers follow the French model, as well as Peloponnese, where the standards of the New
World prevail (Australia or California).
The intensity and strength of Cabernet Sauvignon makes it unsuitable for light or delicate
dishes. Its high content in tannins and alcohol as well as the intensity of oak aromas that
usually characterise it play an important role in its matching with food. This wines is nice with
foods accompanied by creamy, heavy sauces, as well as fatty dishes softening tannins
intensity and allowing the emergence of fruit flavours. Grilled food is an excellent match,

Picture 34. Cabernet
Sauvignon
48

while tannins do not match with pasta and bitter tastes, which are more profound.
Bordeauxs Cabernet Sauvignon accompanies mushrooms, while those from colder areas
accompany vegetables and green salads with strong flavour. All varieties are perfect with
dark chocolate and almost none of them with sweet ones, while they are also nice with
cheeses such as cheddar, mozzarella and brie.

Grenache variety (Spanish: Garnacha) is one of the most
common varieties for the producing of red wines
internationally. Most people consider Aragon of Spain as its
homeland, while others suggest Sardinia, from where it was
transferred and planned at Aragon during 14
th
of 15
th
century,
when Sardinia was under the monarchs of Aragon. From there
it was also planted at Languedoc and the region of South
Rodanos in France, where it was established during the 19
th

century. It was probably the first variety introduced in Australia
during the 18
th
century, and remained the first one in terms of
cultivated land up until 1950, when Shiraz became first (local
name for Syrah). Grenache is an extremely productive variety,
something that in combination to its great resistance to
warmth and drought, made it the preferred variety in many places of the world having these
features, especially the Mediterranean countries. It is usually the last variety being harvested
(some weeks after Cabernet Sauvignion) and it is this long maturation time that allows the
variety to develop high levels of sugars, as well as a high alcohol content, reaching even
more than 15%. The main disadvantage is that it is easily oxidised and, as a result, it loses its
colours. Although it adapts to almost all types of soils, it prefers dry, shale or granitic soils
and warm climates.
Its skin is thin and lightly coloured, with round berries, producing wines with only a few
tannins and soft colours. Grenache produces many varieties of almost all colours. Red and
black Grenache are definitely the most widely known, but Grenache Blanc (white) is a
significant French variety, the 4
th
one in terms of cultivation after white varieties Ugni Blanc,
Chardonnay and Semillon. Mutant varieties of Grenache rose and Grenache gris produce rose
and lightly coloured white wines. Grenache is mostly used together with other varieties to
add to their body and give them a sweet fruity taste.
The greatest areas of Grenache's cultivation worldwide are located in France and in Spain,
while in the latter it is gradually replaced by more modern varieties like Tempranillo,
Cabernet Sauvignon and Merlot. It is also cultivated in Italy, Sardinia mainly, with the name
Cannonau, in Sicily and Calabria. Furthermore it is cultivated in Israel, Algeria, Cyprus,
Greece, Australia, U.S.A. (mainly California), and gradually in Mexico, Chile, Argentina,
Uruguay and South Africa. Grenache could be characterised as the variety with most
synonyms worldwide, as 56 different names have been recorded. In Greece it is used as an
additive for multi varietal wines of Dodecanese, Thrace, Thessaly, Macedonia, Crete,
Peloponnese and Central Greece. It is also gradually included in a significant number of single
varietal production of red and rose wines.


Picture 35. Grenache
49

Merlot is a variety from which many important single varietal
red wines are produces, while it also contributes in the
production of multi varietal wines. Today it is believed that
Merlot comes from Cabernet Franc, and that it is a kinship
relationship with Carmnre and Cabernet Sauvignon. The first
reference to Merlot is recorded by an evaluator in Bordeaux in
1784, who characterises it as very good. I n the 19
th
century
it is systematically cultivated in Medoc, France. I n Italy it is
cultivated in the region around Venice with the name Bord
since 1855. Between 1905 and 1910 it is also imported in
Ticino, Switzerland from Italy. During the 1990s it enjoys huge
success in the U.S.A. Merlots grapes are characterised by their big, round, cyan-purple
berries, which are less intense than those of Cabernet Sauvignon, with thinner skin and less
tannins as well as a higher content of sugars. Merlot grows better in cold soils, with a
relatively high iron content. It ripens approximately two weeks earlier than Cabernet
Sauvignon, while the small production given by its bunches contributes substantially to
improving the quality of wines.
France is the place where the 2/3 of worlds Merlots production takes place. It is also
cultivated in Italy, Switzerland, Romania, California, Australia, New Zealand, Argentina,
Canada, Chile, South Africa, Croatia, Hungary, Montenegro, Slovenia, and in various states of
the U.S.A, such as Washington and Long Island. In France, where it is now considered as the
most common grape variety, it is cultivated in almost 120,000 hectares. Its main region of
cultivation is Bordeaux as well as the regions of Bergerac and Cahors, in which it is usually
used in combination with other varieties for Malbec. In Bordeauxs traditional wines, Merlot
contributes significantly in the improvement of the wines body, making the wine softer, at
the same time. In general, Merlot gives wine with a soft and fruity taste and similar aromas.
While the ripening of Merlot is faster than Cabernet Sauvignon, the ripening of certain wines
continues within the bottle, even after one decade.
There are three basic types of Merlot wines: those with a soft, fruity taste and very few
tannins, some with fruity features but higher tannins content, and, finally, some with a high
content of tannins, which are more similar to Cabernet Sauvignon. The fruity flavours of
Merlot include those of cherries, blueberries, olive, pepper, mushrooms and tobacco. I f the
maturation process of the wine took place in oak barrels, the aromas of caramel, chocolate,
coconut, coffee, smoke and vanilla are also present.
Merlot due to the variety of its characteristics- accompanies a great variety of foods. Merlot,
with characteristics similar to the ones of Cabernet Sauvignon, accompanies perfectly roast
meat, while the more fruity ones, with higher acidity, accompany dishes, such as salmon,
dishes based on mushrooms and herbs, and the lighter Merlot is perfect with shellfish. It also
accompanies light cheeses with soft flavour, which are friendly to the wines fruity flavour
(House of Wine, April 2013).


Picture 36. Merlot
50

Syrah (or Shiraz) is an international variety, from which
excellent famous red wines are produced. It gives single
varietal wines and is used in many multi varietal ones. It has
now been proved beyond doubt that Syrahs homeland is the
Rhone Valley, in south-eastern France, where the variety was
created by two other, much less known varieties, Dureza and
Mondeuse Blanche. In most places it is called Shyrah, while in
Australia, where it is the most common variety since 1831 it is
called Shiraqz. According to one tradition, it was brought to
France from Persian town Shiraz, the home country of famous
wine Shirazi, but it is unconfirmed. According to another, the
wines origin and name come from Syracuse, the Greek colony
in Sicily. Syrah is still today the main variety of the region of
the Northern Rhone, where it is linked to classic wines, such as Hermitage, Cornas and Cte-
Rtie, while in the region of the Southern Rhone it is used in wines based on Grenache, such
as Chteauneuf-du-Pape, Gigondas and the famous Ctes du Rhne (House of Wine, April
2013).
Syrah produces excellent dry red and rose wines, while it is also used in the production of
many other wines, among which Port is included. Red wines have a full body and intense
aromas, depending on the climate and soil. The aromas of cherries, violet, coffee and black
better can be distinguished. While in the bottle the ripening process continues, replacing
gradually these aromas with more mundane aromas, such as leather, wet soil, truffle and
aromas from vinification within the barrel, such as oak and wood. In Greece, this variety was
introduced many years ago in Macedonia, while today it is among the recommended varieties
in many wine producing areas. Greek wines produced from Syrah usually have a rich body,
deep, opaque colour and a complex bouquet, can be aged and are very high among the
preferences of Greek wine lovers.
As evident in the following table, the main vine variety for wine making in relation to the land
is Savatiano (17.01%) and then Rhoditis (13.73%). I t is characteristic that only 7 varieties
occupy 49% of the planted area.

Table 17. Inventory of main wine making varieties for wine year 2011 2012 (Min. Rur.
Dev. & Food)


Picture 37. Syrah
Variety
Actually cultivated area
(ha)
Percentage (%)
1. SAVATIANO 11,306.30 17.01
2. RHODITIS 9,127.89 13.73
3. AGIORGITIKO 3,619.52 5.45
4. XINOMAVRO 2,239.77 3.37
5. LIATIKO 2,218.00 3.34
6. CABERNET SAUVIGNON 2,113.64 3.18
7. ASSYRTIKO 1,821.97 2.74
Other 34,026.73 51.19
Total 66,473.82 100.00
51

4.3 Wine description of the Prefecture of Epirus

In the wine map of Greece, Epirus vineyards, with 0.993%, are placed last among the nine
Prefectures, having as criteria both the growing areas of wine grape varieties (696.09 Ha),
and the annual quantity of produced wine (only 1.36% of the total quantity produced, Table
18). Nevertheless, wine producing activity is quite widespread in Epirus, since the special
microclimate of its regions in combination with its soil characteristics favour the cultivation of
indigenous grape varieties and their subsequent vinification.

Geographica
l region
2002-
2003
2003-
2004
2004-
2005
2005-
2006
2006-
2007

Quantity % Quantity % Quantity % Quantity % Quantity %
Eastern
Macedonia -
Thrace
241,650 7.8 256,800 6.65 255,500 5.95 175,373 4.29 198,849 5.1
West &
Central
Macedonia
201,820 6.52 245,150 6.34 273,160 6.36 355,360 8.68 274,593 7.04

Epirus 33,100 1.07 60,460 1.56 53,350 1.24 51,950 1.27 53,200 1.36

Thessaly 155,800 5.03 358,900 9.29 367,250 8.55 328,310 8.02 241,513 6.19
Peloponnese
West
Central
Greece
985,000 31.8 1,469,500 38.03 1,721,500 40.08 1,457,700 35.62 1,346,200 34.52

Attica &
Islands
687,296 22.19 934,930 24.19 889,870 20.72 1,117,765 27.31 1,162,145 29.8

Crete 793,100 25.6 538,600 13.94 734,370 17.1 606,100 14.81 623,500 15.99

Total 3,097,766 100 3,864,340 100 4,295,000 100 4,092,558 100 3,900,000 100

Table 18. Geographical distribution of wine production in Greece* (2001-2007)
*: Quantity in HL
Source: Ministry of Rural Development and Food, in: ICAP (2010)

Historically, there is evidence indicating that the wine activity in the region of Epirus, Zitsa in
particular, has a long tradition dating back to at least 600 AC. At the Regional Unit of
Ioannina, the cultivation of varieties for the production of wine started during the 16th
century. During the 19th century, travellers mention Zitsas vineyard, sparkling wines in
particular, which are produced by the local variety Debina
4
(Ministry of Rural Development,
2013).
However, the appearance of phylloxera in the area (mid 20th century) and the invasions of
conquerors during the Second World War brought enormous destruction of Epirus vineyards.
A significant obstacle to the revival of the wine activity in the region is the aging of the local
population, as a result of the massive emigration of young people from Epirus. The cases of
local people attempting to be involved in viticulture again is extremely limited, which is
largely due to the high demands of this manual job (Vakalis, 2003).
In 1954, the first attempt to regenerate Epirus vineyard is made through the establishment
of the Viticultural Cooperative of Zitsa, which, during the first years of its operation, had
4
According to other reports, Debina is cultivated in the region of Epirus since the 7
th
century AD
(Ministry of Rural Development and Food, 2013).
52


limited facilities (Ministry of Rural Development, 2013). At the same time, at the end of the
1950s, Evangelos Averoff contributed decisively to the replanting of Metsovo, through the
planting of the first vines of the French variety Cabernet Sauvignon and bottling successfully
the first wine bearing the name Katogi Averoff at his place of residence. During the
following years, stumps of vines of local varieties are also found, which are under
investigation by the Averoff Foundation (http://www.katogi-strofilia.gr/history.html).
In 1973, the first organised winery of the region is established in Zitsa, following the initiative
of the Union of Agricultural Cooperatives of Ioannina. A year before, under the threat of
complete extinction of Debina variety, the Viticultural Zone of Zitsa was institutionalised as a
wine of High Quality Appellation of Origin (VQPRD, D 183, G.G. 40//17.03.1972 and
228173, G.G. 287/b/27.04.72). This particular region includes the vineyards of six settlements
of the Municipality with the same name (Zitsa, Karitsa, Ligopsa, Gavrisioi, Protopappa,
Klimatia)5. During the same period, in the context of an organised attempt of both
governmental and cooperative bodies for restructuring and modernisation, replanting of the
region is carried out using pest-resistant rootstocks grafted with cuttings resilient to
phylloxera as well as through the introduction of linear cultivation practices (Ministry of Rural
Development, 2013). These efforts paid off, which is evident today by the production of
certified wines of exceptional quality.

Category Level Wine Acknowledgement/
amendment G.G.
PDO Wines Region PDO
Zitsa
40/ A/ 17.3.1972
287/ B/ 27.4.1972
617/ B/ 12.10.1992
747/ B/ 30.08.1995
PGI Wines
(Local)
Prefecture PGI of Epirus
(Local wine of Epirus)
657//23. 5. 2000
Regional Unit PGI of Ioannina
(Local wine of Ioannina)
126//26. 2. 1997
262//7.4.1997
190/ /20. 2. 2002
Region PGI of Metsovo
(Local wine of Metsovo)
140//3. 3. 1997
1125//23. 7. 2010
Table 19. Produced wines of the Prefecture of Epirus
Source: Ministry of Rural Development and Food, 2013

As shown by the data in Table 19, at the Prefecture of Epirus, wine production activity is
mainly conducted at the Regional Unit of Ioannina, in which about 600 hectares of vineyards
are cultivated nowadays. The greatest part of vineyards is situated at the region of Zitsa
5
The largest part of the Zone is situated at the plateau of Zitsa (average altitude:650 m.),
and the rest is situated either at higher altitude, at the slopes of the surrounding mountains
(up to 800 m.), or at lower altitudes, at the slopes of the mountain leading to the riverside of
Kalamas river (up to 550 m.) (Makris, 2007).
53


(approximately 150 hectares, Prefecture of Epirus)
6
. Vineyards are also situated at Metsovo,
Grammenochoria, the valleys of Kalamas (region of Pogoni) and Aoos (region of Konitsa and
Mastrochoria) rivers, as well as at the plateau of Ioannina (Prefecture of Epirus).
According to the Ministerial decision 247771/04-03-2010 of the Ministry of Rural Development
and Food, the wine grape varieties within the viticultural unit of Epirus are those presented in
Table 4. Below are the main local vine varieties of Epirus included among them:
Debina: A variety that is mainly found at the Viticultural Zone of Zitsa and used for
the production of both dry white wines, as well as sparkling and semi-sparkling
wines. The vast majority (95%) of cultivated vineyards are situated within the
Regional Unit of Ioannina (Makris, 2013). More specifically, Debina is used for the
production of dry white wines of Protected Designation of Origin Zitsa, as well as
the Local Wine of Ioannina, which is a mixture of Debina and local varieties
Vlachico and Bekiari (Ministry of Rural Development and Food, 2013). It is also
worth mentioning that certain wines, such as sparkling white PDO wine or semi-
sparkling rose wine produced by Debina, constitute just 1% of the total wine
production in Greece (Makris, 2013).
Vlachiko: A red variety that is mainly cultivated in the Regional Unit of Ioannina, as
well as other regions of Epirus, to a lesser extent. It is used in the production of dry
red wines (Local Wines of Metsovo and Ioannina), which are usually aging in barrels
(Spinthiropoulou, 2000; Ministry of Rural Development and Food, 2013).
Bekari or Bekiari: A red variety that is used in the production of light red and rose
wines (Local Wine of Ioannina) and it is cultivated in small areas, mainly at the
Regional Unit of Ioannina (Stavrakas, 2010; Ministry of Rural Development and Food,
2013).

Level Varieties
Recommended Allowed
Viticultural
unit
Epirus Malagouzia , Rhoditis Rs
(Alepou)
-
Regional
Unit
Ioannina

Debina , Cabernet Franc N,
Cabernet Sauvignon N,
Chardonnay B,
Gewrztraminer Rs
(1)7
, Merlot
N, Riesling B
Vlachiko , Bekari
Xinomavro (Xinogaltso,
Popolka), Sauvignon Blanc B
Syrah N
Temporarily allowed:
Agiorgitiko (2007) Pinot
Noir N (2007)
6
Historically, apart from Zitsa, wine regions that are also referred include Grammeno (Municipality of Passaronos),
Abelochori (Municipality of Pramanta), Metsovo and Votonosi (Municipality of Metsovo), Kalaki (Municipality of
Pogoni), Aristi (Municipality of Zagori), as well as the region of Konitsa (Vakalis, 2003, Makris, 2007).
7
Exponential number 1 indicates that the variety is indicated in regions where the altitude is 350 metres
or more. When the altitude is lower it is allowed. Exponential number 2 indicates varieties of double and
special use. Exponential number 3 indicates groups of white or coloured varieties under study and
identification, e.g. Mavroudia are included in the varieties named Mavraki (Lakonia), Mavrostyfo
(Argolida) etc.
54


Arta - Agiorgitiko , Asproudes

(3)8
Mavroudia
(3)
, Debina
, Cabernet, Sauvignon N,
Chardonnay B
Thesprotia - Asproudes
(3)
, Kontokladi
, Mavroudia
(3)
, Debina
Preveza Debina Asproudes
(3)
,

Vertzami ,
Korithi , Mavroudia
(3)

Table 20. Wine grape varieties within the viticultural unit of Epirus
Source: Ministry of Rural Development and Food (247771/04-03-2010)

In the Regional Unit of Ioannina there are 56 wines, 30 of them are white, 5 rose and 21 red.
In Thesprotia there are six wines, 3 whites and 3 reds.
In Epirus and especially in Ioannina and Artathere is long tradition of tsipouro production. Six
wineries in Epirus are aldo product tsipouro, while 5 of them also bottle it. Since December
2011 (Official Gazette 3211V 30-12-2011) Tsipouro of Epirus is characterized PGI (Protected
Geographical Indication).

Production in HL (2013)
PDO Wines red
1700
white
PGI Wines red 550
white 950
Varietal wines red 1250
white 1400
Other wines red 0
white 4400
Table 21: Wine production of Epirus in HL (2013)

Special wines of Epirus
Lithinos dry white.
Zitsa Vin Blanc Petillant semi sparkling
Variety selection dry white
Melifron Wine sweet white
Floara di Munte white sparkling
Rossiu di Munte dry red (http://winesurveyor.weebly.com/tour14.html)



55


5. WINES OF ITALY
The Italian food and wine heritage, recognized and appreciated worldwide, has a great
variety of products and characterized by a strong and recognized identity.
37 Italian wines are among the 100 best wines in the world.
If the no. 1 is the absolute Champagne Dom Prignon Ros Vintage 2002, the top 10 Italian
are the Monprivato Barolo Riserva Ca 'd' Morissio 2004 Giuseppe Mascarello e Figlio (4), the
Barolo Riserva 2004 Monfortino Giacomo Conterno (No. 5), the Brunello di Montalcino Riserva
2006 Poggio di Sotto (No. 13), the Barbaresco Crichet Paj 2002 I Paglieri of Roagna (No.
14), the Barolo Ca 'Mia Brovia 2008 (No. 19), the Amarone della Valpolicella Classico 2003
Giuseppe Quintarelli (No. 21), the 2009 Bruno Giacosa Barbaresco Asili (No. 22), the Valentini
Trebbiano d'Abruzzo 2007 (No. 26), the Taurasi Radici Riserva 2005 Mastroberardino (No.
29), the Le Torte Pergolas Montevertine 2008 (No. 38) and the Barolo Riserva Vigna Elena
Cogno 2006 (No. 42).

Puglia
Vino Aleatico di Puglia
Doc
Vino Alezio Rosato Doc Vino Alezio Rosso Doc
Vino Apulia I gt Vino Brindisi Rosato Doc Vino Brindisi Rosso Doc
Vino Cacc' Mmite di
Lucera Doc
Vino Castel del Monte Bianco
Doc
Vino Castel del Monte Rosato
Doc
Vino Castel del Monte
Rosso Doc
Vino Copertino Rosato Doc Vino Copertino Rosso Doc
Vino Galatina Doc Vino Gioa del Colle - Rosato
Doc
Vino Gioa del Colle - Rosso
Doc
Vino Gioia del Colle -
Bianco Doc
Vino Gioia del Colle -
Primitivo Amabile Doc
Vino Gioia del Colle -
Primitivo Doc
Vino Gioia del Colle
Liquoroso Doc
Vino Gravina Amabile Doc Vino Gravina Secco Doc
Vino Leverano Bianco Doc Vino Leverano Negramaro
Rosso Doc
Vino Lizzano Bianco Doc
Vino Lizzano Bianco
Spumante Doc
Vino Lizzano Malvasia Nera
Doc
Vino Lizzano Negroamaro
Rosato Doc
Vino Lizzano Negroamaro
Rosso Doc
Vino Lizzano Rosato Doc Vino Lizzano Rosso Doc
Vino Locorotondo Doc Vino Locorotondo Spumante
Doc
Vino Martina o Martina
Franca Doc
Vino Matino Rosso o
Dorato Doc
Vino Moscato di Trani Doc Vino Nard Rosato Doc
Vino Nard Rosso Doc Vino Orta Nova Rosato Doc Vino Orta Nova Rosso Doc
Vino Ostuni Bianco Doc Vino Ostuni Ottavianello Doc Vino Primitivo di Manduria
Doc
Vino Primitivo di
Manduria Dolce Naturale
Doc
Vino Primitivo di Manduria
Dolce Naturale Liquoroso Doc
Vino Primitivo di Manduria
Liquoroso Secco Doc
Vino Rosato del Salento
Igt
Vino Rosso - Salento Igt Vino Rosso Barletta Doc
Vino Rosso Canosa o
Canusium Doc
Vino Rosso di Cerignola Doc Vino Salice Salentino Rosato
Doc
Vino Salice Salentino
Rosso Doc
Vino San Severo Bianco Doc Vino San Severo Rosato Doc
Vino San Severo Rosso
Doc
Vino Squillace Rosato Igt Vino Squinzano Rosso o
Rosato Doc
56

Vino Verdeca del Salento
Igt

Table 22. Wines of Puglia

Basilicata
Vino Aglianico del Vulture
Doc
Vino Aglianico Passito - Colli
Lucani Igt
Vino Lambrusco del Basento
Igt
Vino Matera Doc Vino Terre dell'Alta Val d'Agri
Doc

Table 23. Wines of Basilicata

Calabria
Vino Bivongi Doc Vino Cir Bianco Doc Vino Cir Rosato Doc
Vino Cir Rosso Doc Vino Donnici Doc Vino Greco di Bianco Doc
Vino Lacrima di
Castrovillari I gt
Vino Lamezia Bianco Doc Vino Lamezia Rosso Doc
Vino Melissa Bianco Doc Vino Melissa Rosso Doc Vino Pollino Doc
Vino San Vito di Luzzi Doc Vino Sant'Anna di isola di
Capo Rizzuto Doc
Vino Savuto Doc
Vino Scavigna Doc Vino Verbicaro Doc
Table 24. Wines of Calabria

Sicilia
Vino Ala - Antico
liquorvino amarascato I gt
Vino Albanello di Siracusa Igt Vino Albanello di Siracusa
Passito Igt
Vino Alcamo (o Bianco
Alcamo) Doc
Vino Ambrato di Comiso Da
tavola
Vino Barcellona Bianco Igt
Vino Barcellona Rosso I gt Vino Cerasuolo di Vittoria
Docg
Vino Contea di Sclafani Doc
Vino Contessa Entellina
Doc
Vino Delia Nivolelli Doc Vino Eloro Frappato Doc
Vino Erice Doc Vino Etna Bianco Doc Vino Etna Rosato Doc
Vino Etna Rosso Doc Vino Faro Doc Vino Grecanico Igt
Vino Inzolia (Ansonica)
Igt
Vino Malvasia delle Lipari Doc Vino Mamertino di Milazzo
Doc
Vino Marsala Doc Vino Menfi Doc Vino Monreale Doc
Vino Moscato di Noto Doc Vino Moscato di Noto Dolce
Doc
Vino Moscato di Noto
Liquoroso Doc
Vino Moscato di
Pantelleria Doc
Vino Moscato di Pantelleria
Liquoroso Doc
Vino Moscato di Pantelleria
Passito Doc
Vino Moscato di Siracusa
Doc
Vino Nero d'Avola Igt Vino Riesi Doc
Vino Salaparuta Doc Vino Sambuca di Sicilia Doc Vino Santa Margherita di
Belice Doc
Vino Sciacca Doc Vino Steri Rosato Igt Vino Steri Rosso Igt
Vino Vittoria Doc Vino Zibibbo Igt
Table 25. Wines of Sicilia

Sardegna
Vino Alghero Torbato Doc Vino Arborea - Sangiovese
Rosato Doc
Vino Arborea - Sangiovese
Rosso Doc
57

Vino Arborea - Trebbiano
Doc
Vino Campidano di Terralba
Bianco Doc
Vino Campidano di Terralba
Rosso Doc
Vino Cannonau di
Sardegna Doc
Vino Cannonau di Sardegna
Liquoroso Doc
Vino Carignano del Sulcis
Rosato Doc
Vino Carignano del Sulcis
Rosso Doc
Vino Gir di Cagliari Doc Vino Malvasia di Bosa Dolce
Doc
Vino Malvasia di Bosa
Liquoroso Dolce Doc
Vino Malvasia di Bosa
Liquoroso Secco Doc
Vino Malvasia di Bosa Secco
Doc
Vino Malvasia di Cagliari
Liquoroso Dolce Doc
Vino Malvasia di Cagliari
Liquoroso Secco Doc
Vino Mandrolisai Rosato Doc
Vino Mandrolisai Rosso
Doc
Vino Monica di Cagliari Doc Vino Monica di Cagliari
Liquoroso Doc
Vino Monica di Sardegna
Doc
Vino Moscato di Cagliari Doc Vino Moscato di Sardegna
Doc
Vino Moscato di Sardegna
Spumante Doc
Vino Moscato di Sorso-
Sennori Doc
Vino Moscato di Sorso-
Sennori Liquoroso Doc
Vino Nasco di Cagliari Doc Vino Nasco di Cagliari
Liquoroso Dolce Doc
Vino Nasco di Cagliari
Liquoroso Secco Doc
Vino Nuragus di Cagliari
Doc
Vino Passito di Alghero Igt Vino Sardegna Semidano Doc
Vino Vermentino di
Alghero Igt
Vino Vermentino di Gallura
Docg
Vino Vermentino di Gallura
Passito Docg
Vino Vermentino di
Sardegna Doc
Vino Vermentino di Sardegna
Spumante Doc
Vino Vernaccia di Oristano
Doc
Table 26. Wines of Sardegna

Campania
Vino Aglianico del Sannio
Igt
Vino Aglianico del Taburno
(o Taburno) - Coda di Volpe
Doc
Vino Aglianico del Taburno (o
Taburno) - Falanghina Doc
Vino Aglianico del
Taburno (o Taburno) -
Rosato Doc
Vino Aglianico del Taburno
(o Taburno) - Rosso Doc
Vino Aversa - Asprinio Doc
Vino Aversa - Asprinio
Spumante Doc
Vino Campi Flegrei -
Falanghina Doc
Vino Capri Bianco Doc
Vino Capri Rosso Doc Vino Castel San Lorenzo Doc Vino Cilento Rosato Doc
Vino Cilento Rosso Doc Vino Costa d'Amalfi - Ravello
- Bianco Doc
Vino Costa d'Amalfi - Ravello
- Rosato Doc
Vino Costa d'Amalfi -
Ravello - Rosso Doc
Vino Epomeo Bianco Igt Vino Epomeo Rosso Igt
Vino Falerno Campano
Bianco Igt
Vino Falerno Campano Rosso
Igt
Vino Falerno del Massico
Bianco Doc
Vino Falerno del Massico
Primitivo Doc
Vino Falerno del Massico
Rosso Doc
Vino Fiano di Avellino Doc
Vino Galluccio Doc Vino Gragnano della
Campania Igt
Vino Greco di Tufo Docg
Vino Guardia Sanframondi
o Guardiolo Doc
Vino Irpinia Doc Vino Ischia - Bianco Doc
Vino Ischia - Bianco
Spumante Doc
Vino Ischia - Biancolella Doc Vino Ischia - Forastera Doc
Vino Ischia - Per'e
Palummo Doc
Vino Ischia - Per'e Palummo
Passito Doc
Vino Ischia - Rosso Doc
Vino Penisola Sorrentina -
Bianco Doc
Vino Penisola Sorrentina -
Gragnano Doc
Vino Roccamonfina (ex
Cecubo) Igt
58

Vino Sannio - Greco Doc Vino Sant'Agata dei Goti -
Falanghina Doc
Vino Sant'Agata dei Goti Doc
Vino Solopaca Bianco Doc Vino Solopaca Rosso Doc Vino Sorrento Rosato Igt
Vino Sorrento Rosso I gt Vino Taurasi Docg Vino Vesuvio - Lachryma
Christi (Bianco, Rosso o
Rosato) Doc
Vino Vesuvio - Lacryma
Christi (Bianco Liquoroso)
Doc
Vino Vesuvio - Lacryma
Christi (Bianco) Doc
Vino Vesuvio - Lacryma
Christi (Rosso) Doc
Vino Vesuvio Bianco Doc Vino Vesuvio Rosato Doc Vino Vesuvio Rosso Doc
Vino Vesuvio Rosso
Spumante - Lacryma
Christi Doc

Table 27. Wines of Campania

Molise
Vino Biferno Bianco Doc Vino Biferno Rosato Doc Vino Biferno Rosso Doc
Vino Molise -
Montepulciano Doc
Vino Molise - Moscato Doc Vino Molise - Pinot Bianco
Doc
Vino Molise - Tintilia Doc Vino Molise - Trebbiano Doc Vino Pentro d'Isernia Rosato
Doc
Vino Pentro d'Isernia
Rosso Doc
Vino Pentro di Isernia Bianco
Doc

Table 28. Wines of Molise

LAZIO
Vino Aleatico di Gradoli
Doc
Vino Aprilia - Merlot Doc Vino Aprilia - Sangiovese
Rosato Doc
Vino Aprilia - Trebbiano
Doc
Vino Atina Doc Vino Bianco Capena Doc
Vino Canaiolo di Viterbo
Igt
Vino Castelli Romani Doc Vino Castrense Bianco Igt
Vino Cerveteri Bianco Doc Vino Cerveteri Rosso Doc Vino Cesanese del Piglio
Amabile Doc
Vino Cesanese del Piglio
Secco Doc
Vino Cesanese di Affile
Amabile Doc
Vino Cesanese di Affile
Secco Doc
Vino Cesanese di Olevano
Romano Amabile Doc
Vino Cesanese di Olevano
Romano Secco Doc
Vino Circeo Doc
Vino Colli Albani Doc Vino Colli della Sabina Doc Vino Colli Etruschi Viterbesi
Doc
Vino Colli Lanuvini Doc Vino Cori Bianco Doc Vino Cori Rosso Doc
Vino Est! Est! Est! di
Montefiascone -
Abboccato Doc
Vino Est! Est! Est! di
Montefiascone - Secco Doc
Vino Falerno Laziale Bianco
Igt
Vino Falerno Laziale Rosso
Igt
Vino Fiorano Bianco Igt Vino Fiorano Bianco Passito
Igt
Vino Fiorano Rosso Igt Vino Frascati Amabile Doc Vino Frascati Secco Doc
Vino Frascati Spumante
Doc
Vino Genazzano Doc Vino Malvasia Bianca
Puntinata Igt
Vino Marino Doc Vino Montecompatri Colonna
Doc
Vino Nettuno Doc
Vino Tarquinia Doc Vino Terracina o Moscato di
Terracina Doc
Vino Torre Ercolana Igt
59

Vino Velletri Bianco Doc Vino Velletri Rosso Doc Vino Vignanello Doc
Vino Zagarolo Doc
Table 29. Wines of Lazio

Abruzzo
Vino Controguerra Doc Vino Montepulciano
d'Abruzzo - Cerasuolo Doc
Vino Montepulciano
d'Abruzzo - Colline Teramane
Docg
Vino Montepulciano
d'Abruzzo Doc
Vino Trebbiano d'Abruzzo
Doc

Table 30. Wines of Abruzzo

Marche
Vino Bianchello del
Metauro Doc
Vino Colli Maceratesi - Bianco
Doc
Vino Colli Pesaresi - Bianco
Doc
Vino Colli Pesaresi -
Focara Rosso Doc
Vino Colli Pesaresi -
Sangiovese Doc
Vino Esino Doc
Vino Falerio dei Colli
Ascolani Doc
Vino I Terreni di Sanseverino
Doc
Vino Lacrima di Morro Doc
Vino Offida Doc Vino Pecorino Igt Vino Pergola Doc
Vino Rosso Conero Docg Vino Rosso Conero Riserva
Docg
Vino Rosso Piceno Doc
Vino San Ginesio Doc Vino Serrapetrona Doc Vino Verdicchio dei Castelli
di J esi Doc
Vino Verdicchio di
Matelica Doc
Vino Verdicchio di Matelica
Spumante Doc
Vino Verdicchio di Pian delle
Mura Spumante Igt
Vino Vernaccia di
Serrapetrona Doc

Table 31. Wines of Marche

Umbria
Vino Assisi Doc Vino Colli Altotiberini - Bianco
Doc
Vino Colli Altotiberini -
Rosato Doc
Vino Colli Altotiberini
Rosso Doc
Vino Colli Amerini Doc Vino Colli del Trasimeno -
Bianco Doc
Vino Colli Del Trasimeno -
Rosso Doc
Vino Colli Martani - Grechetto
Doc
Vino Colli Martani -
Sangiovese Doc
Vino Colli Martani -
Trebbiano Doc
Vino Colli Perugini - Bianco
Doc
Vino Colli Perugini - Rosso
Doc
Vino Lago di Corbara Doc Vino Montefalco Rosso Doc Vino Montefalco Sagrantino
Passito Docg
Vino Montefalco
Sagrantino Secco Docg
Vino Orvietano Rosso Doc Vino Orvieto Doc
Vino Tifernum I gt Vino Torgiano Bianco Doc Vino Torgiano Rosso Docg
Table 32. Wines of Umbria

Toscana
Vino Ansonica - Costa
dell'Argentario Doc
Vino Barco Reale di
Carmignano Doc
Vino Bianco dell'Empolese
Doc
Vino Bianco della
Valdinievole Doc
Vino Bianco di Pitigliano Doc Vino Bianco Pisano di San
Torp - Vin Santo Doc
Vino Bianco Pisano di San Vino Bianco Vergine della Vino Bolgheri (e Bolgheri
60

Torp Doc Valdichiana Doc Sassicaia) Bianco Doc
Vino Bolgheri (e Bolgheri
Sassicaia) Rosato Doc
Vino Bolgheri (e Bolgheri
Sassicaia) Rosso Doc
Vino Brunello di Montalcino
Docg
Vino Candia dei Colli
Apuani - Vin Santo Doc
Vino Candia dei Colli Apuani
Doc
Vino Capalbio Doc
Vino Carmignano Bianco -
Vin Santo Docg
Vino Carmignano Rosato
Docg
Vino Carmignano Rosso Docg
Vino Chianti - Colli
Fiorentini Docg
Vino Chianti - Colli Senesi
Docg
Vino Chianti - Colline Pisane
Docg
Vino Chianti - Montalbano
Docg
Vino Chianti - Rufina Docg Vino Chianti Classico Docg
Vino Chianti Docg Vino Colli dell'Etruria
Centrale Doc
Vino Colline Lucchesi -
Bianco Doc
Vino Colline Lucchesi -
Rosso Doc
Vino Cortona Doc Vino Elba - Bianco Doc
Vino Elba - Rosso Doc Vino Elba - Passito Doc Vino Gragnano di Toscana
Igt
Vino Montecarlo Bianco
Doc
Vino Montecarlo Rosso Doc Vino Montecucco Doc
Vino Monteregio di Massa
Marittima Doc
Vino Montescudaio - Vin
Santo Doc
Vino Montescudaio Bianco
Doc
Vino Montescudaio Rosso
Doc
Vino Morellino di Scansano
Doc
Vino Moscatello di Montalcino
Doc
Vino Orcia Doc Vino Ornellaia - Bolgheri
Superiore Doc
Vino Parrina Bianco Doc
Vino Parrina Rosso Doc Vino Pietraviva Doc Vino Pomino Bianco Doc
Vino Pomino Rosso Doc Vino Rosso di Montalcino
Doc
Vino Rosso di Montepulciano
Doc
Vino San Gimignano Doc Vino Sant'Antimo Doc Vino Sovana Doc
Vino Terratico di Bibbona
Doc
Vino Terre di Casole Doc Vino Tignanello Igt
Vino Val D'Arbia Doc Vino Val di Cornia Doc Vino Val di Cornia Rosso Doc
Vino Valdichiana Doc Vino Vernaccia di San
Gimignano Docg
Vino Vin Santo -
Montepulciano Doc
Vino Vin Santo del Chianti
- Classico Doc
Vino Vin Santo del Chianti
Doc
Vino Vino Nobile di
Montepulciano Docg
Table 33: Wines of Toscana

Emilia-Romagna
Vino Albana di Romagna
Amabile Docg
Vino Albana di Romagna
Passito Docg
Vino Albana di Romagna
Secco Docg
Vino Barbarossa I gt Vino Bosco Eliceo - Bianco
Doc
Vino Bosco Eliceo - Fortana
Doc
Vino Bosco Eliceo - Merlot
Doc
Vino Bosco Eliceo -
Sauvignon Doc
Vino Cagnina di Romagna
Doc
Vino Colli Bolognesi -
Barbera Doc
Vino Colli Bolognesi - Bianco
Doc
Vino Colli Bolognesi -
Cabernet Sauvignon Doc
Vino Colli Bolognesi -
Classico Pignoletto Doc
Vino Colli Bolognesi -
Lambrusco Doc
Vino Colli Bolognesi - Merlot
Doc
Vino Colli Bolognesi -
Pinot Bianco Doc
Vino Colli Bolognesi - Riesling
Italico Doc
Vino Colli Bolognesi -
Sauvignon Doc
Vino Colli di Faenza Doc Vino Colli di Imola Doc Vino Colli di Parma - Malvasia
Amabile Doc
Vino Colli di Parma - Vino Colli di Parma Rosso Vino Colli di Rimini Doc
61

Sauvignon Doc Doc
Vino Colli di Scandiano e
di Canossa Doc
Vino Colli Piacentini -
Bonarda Doc
Vino Colli Piacentini -
Gutturnio Amabile Doc
Vino Colli Piacentini -
Gutturnio Doc
Vino Colli Piacentini -
Malvasia Doc
Vino Colli Piacentini -
Monterosso Val d'Arda Doc
Vino Colli Piacentini -
Ortrugo Doc
Vino Colli Piacentini - Pinot
Grigio Doc
Vino Colli Piacentini - Pinot
Grigio Spumante Doc
Vino Colli Piacentini -
Pinot Nero Doc
Vino Colli Piacentini -
Sauvignon Doc
Vino Colli Piacentini -
Trebbiano Val Trebbia Doc
Vino Colli Piacentini - Val
Nure Doc
Vino Colli Piacentini - Val
Nure Spumante Doc
Vino Colli Piacentini -Barbera
Doc
Vino Colli Romagna
Centrale Doc
Vino Emilia - Mller Thurgau
Igt
Vino Fogarina Igt
Vino Lambrusco di Parma
Amabile Igt
Vino Lambrusco di Parma
Secco Igt
Vino Lambrusco di Sorbara
Amabile Doc
Vino Lambrusco di
Sorbara Secco Doc
Vino Lambrusco Grasparossa
di Castelvetro Amabile Doc
Vino Lambrusco Grasparossa
di Castelvetro Secco Doc
Vino Lambrusco Reggiano
Amabile Doc
Vino Lambrusco Reggiano
Secco Doc
Vino Lambrusco Salamino di
Santa Croce Amabile Doc
Vino Lambrusco Salamino
di Santa Croce Secco Doc
Vino Lancellotta Igt Vino Pagadebit di Romagna
Bertinoro Amabile Doc
Vino Pagadebit di
Romagna Doc
Vino Reggiano Doc Vino Reno - Montuni Doc
Vino Romagna Albana
Spumante Doc
Vino Sangiovese di Romagna
Doc
Vino Trebbiano di Romagna
Doc
Vino Val Tidone -
Malvasia Spumante Igt

Table 34. Wines of Emilia Romagna

Liguria
Vino Cinque Terre Doc Vino Cinque Terre
Sciacchetr Doc
Vino Colli Di Luni Bianco Doc
Vino Colli Di Luni Rosso
Doc
Vino Colli Di Luni Vermentino
Doc
Vino Colline di Levanto Doc
Vino Golfo del Tigullio Doc Vino Malvasia di Pignone Igt Vino Massarda Igt
Vino Pornassio o
Ormeasco di Pornassio
Doc
Vino Riviera Ligure di
Ponente - Ormeasco Rosso
Doc
Vino Riviera Ligure di
Ponente - Ormeasco
Sciacchetr Doc
Vino Riviera Ligure Di
Ponente - Pigato Doc
Vino Riviera Ligure Di
Ponente - Rossese Doc
Vino Riviera Ligure di
Ponente - Vermentino Doc
Vino Rossese Di
Dolceacqua o Dolceacqua
Doc
Vino Val Polcevera Doc
Table 35. Wines of Liguria

Piemonte
Vino Albugnano Rosato
Doc
Vino Albugnano Rosso Doc Vino Alta Langa Doc
Vino Asti spumante Docg Vino Barbaresco Docg Vino Barbera d'Alba fermo
Doc
Vino Barbera d'Alba
mosso Doc
Vino Barbera d'Asti fermo
Doc
Vino Barbera d'Asti mosso
Doc
Vino Barbera del Vino Barbera del Monferrato Vino Barolo Docg
62

Monferrato fermo Doc mosso Doc
Vino Boca Doc Vino Bonarda Novarese Igt Vino Brachetto d'Acqui Docg
Vino Bramaterra Doc Vino Briona Igt Vino Brusnengo Igt
Vino Canavese Doc Vino Carema Doc Vino Casorzo d'Asti - Malvasia
Passita Doc
Vino Casorzo d'Asti -
Malvasia Spumante Doc
Vino Castelnuovo Don Bosco
- Malvasia Spumante Doc
Vino Cisterna d'Asti Doc
Vino Colli Tortonesi -
Barbera Doc
Vino Colli Tortonesi - Cortese
Doc
Vino CollinaTorinese - Cari
Doc
Vino Colline Novaresi Doc Vino Colline Saluzzesi Doc Vino Cortese dell'Alto
Monferrato Doc
Vino Coste della Sesia
Doc
Vino Dolcetto d'Acqui Doc Vino Dolcetto d'Alba Doc
Vino Dolcetto d'Asti Doc Vino Dolcetto delle Langhe
Monregalesi Doc
Vino Dolcetto di Diano d'Alba
Doc
Vino Dolcetto di Diano
d'Alba Doc
Vino Dolcetto di Dogliani Doc Vino Dolcetto di Dogliani
Superiore o Dogliani Docg
Vino Dolcetto di Ovada
Doc
Vino Erbaluce di Caluso Doc Vino Erbaluce di Caluso
Passito Doc
Vino Erbaluce di Caluso
Passito Liquoroso Doc
Vino Fara Doc Vino Freisa d'Asti Amabile
Doc
Vino Freisa d'Asti Secco
Doc
Vino Freisa di Chieri Amabile
Doc
Vino Freisa di Chieri Secco
Doc
Vino Gabiano Doc Vino Gattinara Docg Vino Gavi - Cortese Docg
Vino Ghemme Docg Vino Grignolino d'Asti Doc Vino Grignolino del
Monferrato Casalese Doc
Vino Langhe - Arneis Doc Vino Langhe - Chardonnay
Doc
Vino Langhe - Favorita Doc
Vino Langhe - Freisa
Amabile Doc
Vino Langhe - Freisa Secco
Doc
Vino Langhe - Nebbiolo Doc
Vino Langhe - Pinot
Bianco Doc
Vino Lessona Doc Vino Loazzolo Doc
Vino Malvasia di Casorzo
d'Asti Doc
Vino Malvasia Di Castelnuovo
Don Bosco Doc
Vino Monferrato - Freisa
Amabile Doc
Vino Monferrato - Freisa
Secco Doc
Vino Moscato d'Asti Docg Vino Nebbiolo d'Alba Doc
Vino Piemonte - Bonarda
Amabile Doc
Vino Piemonte - Bonarda
Amabile Mossa Doc
Vino Piemonte - Bonarda Doc
Vino Piemonte -
Chardonnay Doc
Vino Pinerolese Rami Doc Vino Riesling di Ovada Igt
Vino Roero Doc Vino Rubino di Cantavenna
Doc
Vino Ruch di Castagnole
Monferrato Doc
Vino Sizzano Doc Vino Spanna Igt Vino Strevi Doc
Vino Valsusa Doc Vino Verbesco Doc Vino Verduno Pelaverga Doc
Table 36. Wines of Piemonte

Valle d'Aosta
Vino Chambave Moscato
Igt
Vino Chambave Moscato
Passito Igt
Vino Chambave rosso della
Valle d'Aosta Igt
Vino Riesling de Moncenis
Igt
Vino Valle D'Aosta - Arnad -
Montjo - Vet Doc
Vino Valle d'Aosta - Bianco
Doc
Vino Valle d'Aosta - Blanc
de Morgex et de La Salle
Doc
Vino Valle d'Aosta -
Chardonnay Doc
Vino Valle d'Aosta - Donnas
Doc
63

Vino Valle d'Aosta -
Donnaz Doc
Vino Valle d'Aosta - Enfer
d'Arvier Doc
Vino Valle d'Aosta - Gamay
Doc
Vino Valle D'Aosta -
Muller Thurgau Doc
Vino Valle d'Aosta - Nus
Rosso Doc
Vino Valle d'Aosta - Petit
Rouge Doc
Vino Valle d'Aosta - Pinot
Grigio Doc
Vino Valle d'Aosta - Pinot
Nero (bianco) Doc
Vino Valle d'Aosta - Pinot
Nero Doc
Vino Valle D'Aosta - Rosso
o Rosato Doc
Vino Valle d'Aosta - Torrette
Doc
Vino Vin du Conseil I gt
Table 37. Wines of Valle d Aosta

Lombardia
Vino Botticino Doc Vino Capriano del Colle -
Trebbiano Doc
Vino Capriano Del Colle
Rosso Doc
Vino Cellatica Doc Vino Croatina Igt Vino Franciacorta Spumante -
Metodo Classico Brut Docg
Vino Franciacorta
Spumante - Metodo
Classico Pas Opr Docg
Vino Franciacorta Spumante
- Metodo Classico Ros Docg
Vino Franciacorta Spumante -
Metodo Classico Satn Docg
Vino Garda Classico -
Groppello Doc
Vino Garda Colli Mantovani
Bianco Doc
Vino Garda Colli Mantovani
Rosato Doc
Vino Garda Colli
Mantovani Rubino Doc
Vino Lambrusco Mantovano
Amabile Doc
Vino Lambrusco Mantovano
Secco Doc
Vino Lugana Doc Vino Lugana Spumante Doc Vino Montevecchia Bianco I gt
Vino Montevecchia Rosso
Igt
Vino Moscato di Scanzo
Passito Doc
Vino Oltrepo Pavese -
Barbacarlo Doc
Vino Oltrepo Pavese -
Barbera fermo Doc
Vino Oltrepo Pavese -
Barbera mosso Doc
Vino Oltrepo Pavese -
Bonarda Doc
Vino Oltrepo Pavese -
Buttafuoco Doc
Vino Oltrepo Pavese -
Cortese Doc
Vino Oltrepo Pavese -
Moscato Doc
Vino Oltrepo Pavese -
Moscato Spumante Doc
Vino Oltrepo Pavese - Mller
Thurgau Doc
Vino Oltrepo Pavese - Pinot
Grigio Doc
Vino Oltrepo Pavese -
Pinot Nero Doc
Vino Oltrepo Pavese - Pinot
Nero Spumante Bianco Doc
Vino Oltrepo Pavese - Pinot
Nero Spumante Metodo
Classico Docg
Vino Oltrepo Pavese -
Riesling Italico Doc
Vino Oltrepo Pavese -
Riesling Italico Spumante
Doc
Vino Oltrepo Pavese -
Riesling Renano Doc
Vino Oltrepo Pavese -
Riesling Renano
Spumante Doc
Vino Oltrepo Pavese - Rosso
Doc
Vino Oltrepo Pavese -
Sangue di Giuda Doc
Vino Riesling del Garda
Igt
Vino Riviera del Garda
Bresciano - Chiaretto Doc
Vino Riviera del Garda
Bresciano - Rosso Doc
Vino Roverone I gt Vino San Colombano Doc Vino San Martino della
Battaglia - Tocai Doc
Vino Sfurzat (Sforzato)
della Valtellina Doc
Vino Terre di Franciacorta -
Bianco Doc
Vino Terre di Franciacorta -
Rosso Doc
Vino Uccellanda Doc Vino Valcalepio Bianco Doc Vino Valcalepio Rosso Doc
Vino Valtellina Doc Vino Valtellina Superiore -
Grumello Docg
Vino Valtellina Superiore -
Inferno Docg
Vino Valtellina Superiore -
Sassella Docg
Vino Valtellina Superiore -
Valgella Docg
Vino Verdea Igt
Table 38. Wines of Lombardia

64

Trentino Alto-Adige
Vino Alto Adige - Pinot
Nero Doc
Vino Alto Adige - Cabernet
Doc
Vino Alto Adige -
Chardonnay Doc
Vino Alto Adige - Lago di
Caldaro (Kalterersee) Doc
Vino Alto Adige - Lagrein
Rosato (Lagrein Kretzer) Doc
Vino Alto Adige - Lagrein
Rosso (Lagrein Dunkel) Doc
Vino Alto Adige - Lagrein
Scuro (Lagrein Dunkel)
Doc
Vino Alto Adige - Malvasia
[Sdtiroler Malvasier] Doc
Vino Alto Adige - Meranese
di Collina (Meraner Hgel)
Doc
Vino Alto Adige - Merlot
Doc
Vino Alto Adige - Moscato
Giallo Doc
Vino Alto Adige - Moscato
Rosa Doc
Vino Alto Adige - Pinot
Bianco (Weissburgunder)
Doc
Vino Alto Adige - Pinot Grigio
(Rulnder) Doc
Vino Alto Adige - Pinot Nero
(Blauburgunder) Doc
Vino Alto Adige - Riesling
Italico di Terlano Doc
Vino Alto Adige - Riesling
Italico Doc
Vino Alto Adige - Riesling
Renano Doc
Vino Alto Adige - Riesling
Sylvaner Doc
Vino Alto Adige - Santa
Maddalena (St. Magdalener)
Doc
Vino Alto Adige - Sauvignon
Doc
Vino Alto Adige - Schiava
Doc
Vino Alto Adige - Spumante
Doc
Vino Alto Adige - Sylvaner
Doc
Vino Alto Adige - Terlano -
Mller Thurgau Doc
Vino Alto Adige - Traminer
Aromatico (Gewrtztraminer)
Doc
Vino Alto Adige - Valle
Isarco - Mller Thurgau Doc
Vino Alto Adige - Valle
Isarco - Traminer
Aromatico
(Gewrtztraminer) Doc
Vino Caldaro o lago di
Caldaro Doc
Vino Casteller Rosso -
Trentino Doc
Vino Colli Di Bolzano Doc Vino Enantio (Lambrusco del
Trentino) Igt
Vino Foianeghe Bianco Igt
Vino Foianeghe Rosso I gt Vino Schiava di Faedo Igt Vino Sorni Bianco Doc
Vino Sorni Rosso Doc Vino Terlano - Chardonnay
Doc
Vino Terlano - Pinot Bianco
Doc
Vino Terlano - Pinot Grigio
Doc
Vino Terlano - Riesling
Renano Doc
Vino Terlano - Sauvignon
Doc
Vino Terlano - Sylvaner
Doc
Vino Teroldego Rotaliano Doc Vino Teroldego Rotaliano
Rosato Doc
Vino Trentino - Bianco Doc Vino Trentino - Cabernet Doc Vino Trentino - Cabernet
Franc Doc
Vino Trentino - Cabernet
Sauvignon Doc
Vino Trentino - Chardonnay
Doc
Vino Trentino - Marzemino
Doc
Vino Trentino - Merlot Doc Vino Trentino - Moscato
Giallo Doc
Vino Trentino - Moscato
Giallo Liquoroso Doc
Vino Trentino - Moscato
Rosa Doc
Vino Trentino - Moscato Rosa
Liquoroso Doc
Vino Trentino - Mller
Thurgau Doc
Vino Trentino - Nosiola
Doc
Vino Trentino - Pinot Bianco
Doc
Vino Trentino - Pinot Bianco
Spumante Doc
Vino Trentino - Pinot
Grigio Doc
Vino Trentino - Pinot Nero
Doc
Vino Trentino - Riesling
Italico Doc
Vino Trentino - Riesling
Renano Doc
Vino Trentino - Rosso Doc Vino Trentino - Sauvignon
Doc
Vino Trentino - Traminer
Aromatico Doc
Vino Trentino - Vin Santo
Liquoroso Doc
Vino Trento Spumante
Classico Doc
Vino Valle Isarco - Pinot
Grigio Doc
Vino Valle Isarco - Sylvaner
Doc
Vino Valle Isarco - Veltliner
Doc
Table 39. Wines of Trentino Alto-Adige
65


Veneto
Vino Amarone della
Valpolicella Doc
Vino Arcole Doc Vino Bagnoli Doc
Vino Bardolino Chiaretto
Doc
Vino Bardolino classico Doc Vino Bardolino Superiore
Docg
Vino Bianco Di Custoza
Doc
Vino Breganze - Bianco Doc Vino Breganze - Cabernet
Doc
Vino Breganze - Pinot
Bianco Doc
Vino Breganze - Pinot Grigio
Doc
Vino Breganze - Pinot Nero
Doc
Vino Breganze - Rosso
Doc
Vino Breganze - Torcolato
Doc
Vino Breganze - Vespaiolo
Doc
Vino Colli Berici -
Cabernet Doc
Vino Colli Berici - Garganega
Doc
Vino Colli Berici - Merlot Doc
Vino Colli Berici - Pinot
Bianco Doc
Vino Colli Berici - Sauvignon
Doc
Vino Colli Berici - Tocai
Bianco Doc
Vino Colli Berici - Tocai
Italico Doc
Vino Colli Berici - Tocai Rosso
Doc
Vino Colli di Conegliano Doc
Vino Colli Euganei -
Bianco Doc
Vino Colli Euganei - Cabernet
Doc
Vino Colli Euganei - Merlot
Doc
Vino Colli Euganei -
Moscato Doc
Vino Colli Euganei - Pinot
Bianco Doc
Vino Colli Euganei - Rosso
Doc
Vino Colli Euganei - Tocai
Italico Doc
Vino Conegliano
Valdobbiadene - Prosecco
Doc
Vino Conegliano
Valdobbiadene - Prosecco
Spumante Doc
Vino Conegliano
Valdobbiadene - Prosecco
Superiore di Cartizze Doc
Vino Conegliano
Valdobbiadene - Prosecco
Superiore di Cartizze
Spumante Doc
Vino Conegliano
Valdobbiadene Doc
Vino Corti Benedettine del
Padovano Doc
Vino Custoza Bianco Doc Vino Custoza Spumante Doc
Vino Gambellara - Recioto
Doc
Vino Gambellara - Vin santo
Doc
Vino Gambellara Doc
Vino Lison - Pramaggiore
- Cabernet Sauvignon Doc
Vino Lison - Pramaggiore -
Chardonnay Doc
Vino Lison - Pramaggiore -
Merlot Doc
Vino Lison - Pramaggiore
- Pinot Bianco Doc
Vino Lison - Pramaggiore -
Pinot Bianco Spumante Doc
Vino Lison - Pramaggiore -
Pinot Grigio Doc
Vino Lison - Pramaggiore
- Refosco dal peduncolo
rosso Doc
Vino Lison - Pramaggiore -
Riesling Italico Doc
Vino Lison - Pramaggiore -
Sauvignon Doc
Vino Lison - Pramaggiore
- Tocai Italico Doc
Vino Lison - Pramaggiore -
Verduzzo Doc
Vino Merlara Doc
Vino Montello e Colli
Asolani - Cabernet Doc
Vino Montello e Colli Asolani
- Merlot Doc
Vino Montello e Colli Asolani
- Pinot Grigio Doc
Vino Montello e Colli
Asolani - Prosecco Doc
Vino Montello e Colli Asolani
- Prosecco Spumante Doc
Vino Monti Lessini - Durello
Doc
Vino Monti Lessini -
Durello Spumante Doc
Vino Piave - Cabernet Doc Vino Piave - Cabernet
Sauvignon Doc
Vino Piave - Merlot Doc Vino Piave - Pinot Bianco Doc Vino Piave - Pinot Grigio Doc
Vino Piave - Pinot Nero
Doc
Vino Piave - Raboso Doc Vino Piave - Riesling Renano
Spumante Doc
Vino Piave - Verduzzo Doc Vino Recioto di Soave Docg Vino Riesling di Costozza Igt
Vino Riviera del Brenta
Doc
Vino Rosso Del Rocolo Igt Vino Soave - Recioto Docg
Vino Soave - Recioto Vino Soave Doc Vino Valdadige Terradeiforti
66

Spumante Docg Bianco Doc
Vino Valdadige
Terradeiforti Pinot Grigio
Doc
Vino Valdadige Terradeiforti
Rosato Doc
Vino Valdadige Terradeiforti
Rosso Doc
Vino Valpolicella - Recioto
Doc
Vino Valpolicella Classico o
Valpantena Doc
Vino Venegazz Bianco Igt
Vino Venegazz Rosso I gt Vino Veneto - Mller Thurgau
Igt
Vino Verdiso Igt
Vino Vicenza Doc
Table 40. Wines of Veneto

Friuli Venezia-Giulia
Vino Carso - Chardonnay
Doc
Vino Carso Doc Vino Carso Malvasia Doc
Vino Carso Terrano Doc Vino Colli Orientali del Friuli -
Cabaernet Franc Docg
Vino Colli Orientali del Friuli -
Cabernet Docg
Vino Colli Orientali del
Friuli - Cabernet
Sauvignon Docg
Vino Colli Orientali del Friuli -
Chardonnay Docg
Vino Colli Orientali del Friuli -
Malvasia Istriana Docg
Vino Colli Orientali del
Friuli - Merlot Docg
Vino Colli Orientali del Friuli -
Picolit Docg
Vino Colli Orientali del Friuli -
Pinot Bianco Docg
Vino Colli Orientali del
Friuli - Pinot Grigio Docg
Vino Colli Orientali del Friuli -
Ramandolo (Verduzzo) Docg
Vino Colli Orientali del Friuli -
Refosco dal peduncolo rosso
Docg
Vino Colli Orientali del
Friuli - Ribolla Gialla Docg
Vino Colli Orientali del Friuli -
Riesling Docg
Vino Colli Orientali del Friuli -
Rosato Docg
Vino Colli Orientali del
Friuli - Sauvignon Docg
Vino Colli Orientali del Friuli -
Tazzelenghe Docg
Vino Colli Orientali del Friuli -
Tocai Friulano Docg
Vino Colli Orientali del
Friuli - Tocai Friulano
Docg
Vino Colli Orientali del Friuli -
Traminer Aromatico Docg
Vino Colli Orientali del Friuli -
Verduzzo Friulano Docg
Vino Colli Orientali del
Friuli -Pinot Nero Docg
Vino Colli Orientali del Friuli -
Schioppettino Docg
Vino Collio Goriziano - Bianco
Doc
Vino Collio Goriziano -
Cabernet Franc Doc
Vino Collio Goriziano -
Cabernet Sauvignon Doc
Vino Collio Goriziano -
Chardonnay Doc
Vino Collio Goriziano -
Malvasia Istriana Doc
Vino Collio Goriziano - Merlot
Doc
Vino Collio Goriziano - Mller
Thurgau Doc
Vino Collio Goriziano -
Picolit Doc
Vino Collio Goriziano - Pinot
Bianco Doc
Vino Collio Goriziano - Pinot
Grigio Doc
Vino Collio Goriziano -
Pinot Nero Doc
Vino Collio Goriziano - Ribolla
Gialla Doc
Vino Collio Goriziano -
Riesling Italico Doc
Vino Collio Goriziano -
Sauvignon Doc
Vino Collio Goriziano - Tocai
Friulano Doc
Vino Collio Goriziano -
Traminer Aromatico Doc
Vino Friuli Annia Doc Vino Friuli Aquileia -
Cabernet Doc
Vino Friuli Aquileia -
Chardonnay Doc
Vino Friuli Aquileia -
Merlot Doc
Vino Friuli Aquileia - Pinot
Bianco Doc
Vino Friuli Aquileia - Pinot
Grigio Doc
Vino Friuli Aquileia -
Refosco dal peduncolo
rosso Doc
Vino Friuli Aquileia - Riesling
Doc
Vino Friuli Aquileia - Rosato
Doc
Vino Friuli Aquileia -
Sauvignon Doc
Vino Friuli Aquileia - Tocai
Friulano Doc
Vino Friuli Aquileia -
Traminer Doc
Vino Friuli Aquileia -
Verduzzo Friulano Doc
Vino Grave del Friuli -
Cabernet Franc Doc
Vino Grave del Friuli -
Cabernet Sauvignon Doc
67

Vino Grave del Friuli -
Chardonnay Doc
Vino Grave del Friuli - Merlot
Doc
Vino Grave del Friuli - Pinot
Bianco Doc
Vino Grave del Friuli -
Pinot Grigio Doc
Vino Grave del Friuli - Pinot
Nero Doc
Vino Grave del Friuli -
Refosco dal peduncolo rosso
Doc
Vino Grave del Friuli -
Riesling Renano Doc
Vino Grave del Friuli - Rosato
Doc
Vino Grave del Friuli -
Sauvignon Doc
Vino Grave del Friuli -
Tocai Friulano Doc
Vino Grave del Friuli -
Traminer Aromatico Doc
Vino Grave del Friuli -
Verduzzo Friulano Doc
Vino Isonzo - Cabernet
Doc
Vino Isonzo - Cabernet
Sauvignon Doc
Vino Isonzo - Chardonnay
Doc
Vino Isonzo - Malvasia
Istriana Doc
Vino Isonzo - Merlot Doc Vino Isonzo - Pinot Bianco
Doc
Vino Isonzo - Pinot Grigio
Doc
Vino Isonzo - Refosco dal
peduncolo rosso Doc
Vino Isonzo - Riesling Italico
Doc
Vino Isonzo - Riesling
Renano Doc
Vino Isonzo - Sauvignon Doc Vino Isonzo - Schioppettino
Doc
Vino Isonzo - Tocai
Friulano Doc
Vino Isonzo - Traminer
Aromatico Doc
Vino Isonzo - Verduzzo
Friulano Doc
Vino Latisana - Cabernet
Doc
Vino Latisana - Cabernet
Franc Doc
Vino Latisana - Merlot Doc
Vino Latisana - Pinot
Bianco Doc
Vino Latisana - Pinot Grigio
Doc
Vino Latisana - Refosco dal
peduncolo rosso Doc
Vino Latisana - Tocai
Friulano Doc
Vino Latisana - Verduzzo
Friulano Doc
Vino Lison - Pramaggiore -
Cabernet Doc
Vino Lison - Pramaggiore
- Cabernet Franc Doc
Vino Ramandolo Docg Vino Savorgnano - Gamay I gt
Table 41. Wines of Friuli Venezia-Giulia

The depletion of areas under vines (EEC regulation. 1442/88) is a phenomenon that has
affected the entire wine-growing European Union.
Italy has also undergone a major renovation. The hectares devoted to vines have followed a
negative trend: in 1980 the vineyard area was 1,227,000 hectares, in 1990 1,022,000
hectares, in 1996 971,000 and in 2000 870,000, with a total loss of 32% since the beginning
of the period. Following grubbing taxes and the abandonment of many hilly areas, it is
estimated that the size of the vineyards in 2001 was around 830,000 hectares.
The huge reduction of the planted area was only partially offset by the increase in yields, a
phenomenon that has manifested only in some Italian regions.
The grape harvest in 2001 showed a decrease of 3.6% compared to the previous year, while
the production of wine grapes amounted to 70,828,000 tons.
The performance of Italian wine production from 1995 to 2000 has witnessed over the last
few years the increase in DOC wines, both in quantitative and economical terms. In fact, it
was recorded a decrease in the production of ordinary wines, while the production of quality
wine was gradually increasing and becoming more and more representative. In 2000 the
Italian wine production was divided as follows: 44% of table wines, 30% of DOC and DOCG
wines and the remaining 26% I GT wines, while in 1996 the production of Italian DOC and
D.O.C.G. wines was 18.4%.
This production trend will allow Italy to align with other European countries, in which the
quality wines have an incidence ranging between 30% and 40%. The production of quality
wines come mostly from the northern regions and in small part to the south.

68

Average production hectoliters % deviation % deviation Avg

Region 2007/ 2011 production 2011 Avg from the from from
Dati Istat Dati Istat last 5 years 2011 2012*
Piemonte 2.748.000 2.683.000 -12,5% -10% 2.410.000
Lombardia 1.258.000 1.313.000 -16,5% -20% 1.050.000
Trentino A.A. 1.178.000 1.113.000 -20% -15% 940.000
Veneto 8.231.000 8.710.000 -10% -15% 7.400.000
Friuli V.G. 1.155.000 1.267.000 -7,5% -15% 1.070.000
Emilia Romagna 6.520.000 6.455.000 -6% -5% 6.130.000
Toscana 2.750.000 2.495.000 -27,5% -20% 1.990.000
Marche 816.000 741.000 -9,5% = 740.000
Lazio 1.525.000 1.205.000 -33% -15% 1.020.000
Abruzzo 2.636.000 2.283.000 -13% = 2.290.000
Campania 1.769.000 1.726.000 -2% = 1.730.000
Puglia 6.297.000 5.777.000 -17,5% -10% 5.200.000
Sicilia 5.486.000 4.823.000 +1% +15% 5.550.000
Sardegna 591.000 486.000 -19% = 480.000
Altre** 1.840.000 1.628.000 -29,5% -20% 1.300.000
Totale 44.800.000 42.705.000 -12,5% -8% 39.300.000
Table 42. vineyards

5.1 Wine description of the Region of Apulia

Hereafter are presented the respective data of the cultivated varieties along with their
characteristics for the Apulia area.

Red Grapes
Aleatic
The introduction in Italy is to be attributed to the Greeks in ancient times. Later it spread to
Puglia and Lazio. In some areas of Tuscany Aleatico there is a white grape called by the
name of Liulico or Liatica. The Aleatico in the past was considered a mutation of Moscato ,
but recent studies conducted by M. Crespan and M. Milani (2001) have shown that this is not
a mutation , even though the vine has a direct family relationship with the Moscato Bianco ,
from whom he inherited the aroma characterizes it. In Puglia Aleatico is used for the
69

production of quality wines psr (quality wines produced in specified regions) Aleatico di
Puglia, Salice Salentino and Gioia Del Colle. It is used also in several disciplinary QWPSR of
Central and South America. The unit is also used in small quantities as table grapes, thanks
to the flavor of Muscat and its characteristic aroma. The wine has a ruby red color with
pronounced violet hues, soft, velvety, sweet, delicious fragrance and aroma of Moscato,
sometimes very intense. The vine is widely present in Apulia, Salento and especially in the
province of Bari is enrolled among the varieties suitable for cultivation in all the provinces of
Puglia.
Malvasia Nera from Brindisi
Old vine that you do not know the origin, has spread in Puglia, especially in the provinces of
Brindisi, Lecce and Taranto. It is part of the great family of Malvasia of Greek origin, probably
arrived in Apulia from the town of Monemvasia (Peloponnese). It looks very similar to the
Malvasia Nera di Lecce, with which it shares the DNA, according to the results of the analyzes
conducted at the Experimental Institute for Viticulture. At present, however, these results are
still not considered as definitive, given the need to expand the number of accessions to be
examined (Crespan M. et al., Research in progress). It is sometimes used as table grapes and
vinified alone is rarely. It usually comes in blends with other local varieties, such as the Negro
Amaro and Susumaniello. The wine is alcohol, ruby red color, with pleasant aroma, flavor
balanced, robust and full-bodied. The vine, which is particularly prevalent in Salento, is
recognized among the varieties suitable for cultivation in all the provinces of Puglia. Also
present in other Italian region, Puglia this variety is used for the production of certain quality
wines.
Malvasia Nera from Lecce
This vine is usually grown along with the Negroamaro. It differs from the Malvasia of oriental
origin as it does not has the characteristic flavor and aroma of Moscato , slightly bitter, typical
of Malvasia. It looks very similar to the Malvasia Nera from Brindisi with which, according to
the results of the preliminary analysis conducted at the Experimental Institute for Viticulture
shares the DNA. Its grapes are almost always used for winemaking blended with
Negroamaro, which confers the right alcohol content, flavor and more body. You get a fine
table wines, alcoholic, deep ruby red, with a pleasant aroma and taste is smooth and velvety.
The vine, which is particularly prevalent in Salento, is recognized among the varieties suitable
for cultivation in all the provinces of Apulia and is used in the production of certain quality
wines.
Negroamaro Early
In carrying out the program of genetic improvement of the viticulture of Salento, conducted
by the Experimental Institute for Viticulture in 1994, was identified in a vineyard of
Negroamaro, a strain that showed a clear advance veraison and ripening compared to the
other plants. The results of analyzes and surveys carried out have confirmed that the
Negroamaro grape variety has characteristics identified, ampelographic, productive,
isoenzyme and DNA typical of the grape Negroamaro, but has an early ripening so marked
(at least 20 days) in order to influence definitely positive the chemical component of grapes
at harvest (Calo , 1999). The wine is elegant, harmonious, and is deep red in color with a
good tone. It has the scent of ripe fruit , full-bodied , with good balance and tannic. The vine
has been selected by the Experimental Institute for Viticulture in Puglia, specifically in old
vineyards of Salento, which is the typical area of cultivation of Negroamaro. It is classified
among the varieties suitable for cultivation in all provinces except Puglia Foggia.
70

Negroamaro Black
Old vine of unknown origin, common for a very long time in the ion. According to some, the
name derives from the dialect word ' niuru hands ', to identify the bitter taste of the wine.
More common, however, is the theory that the name derives from two words, Latin and
Greek NI GRA MAVRO. The two words indicate the color black and it is believed that they
were used in combination in order to emphasize the intense black color is the skin of the
grapes that the wine obtained. The synonym Nigramaro supports this hypothesis. It is
believed that the cultivation of this variety in Puglia date back to the Greek colonization, VIII
-VII century. C. The grapes are used exclusively for wine-making, both alone and in blends
with other grapes. The wine is characterized by intense garnet - red color, round flavor,
slightly bitter and dry. Made with Malvasia Nera produces an excellent ros wine. This vine is
present in Puglia significantly, particularly in the dissemination of Salento, and is registered
among the varieties suitable for cultivation in all the provinces of the region. It is the most
widely planted variety in the provinces of Lecce and Brindisi and participates in dominant
form, the production of most of the red and ros wines DOC in these two provinces . In
Puglia is used for the production of certain quality wines.
Primitive
Of uncertain origin, its introduction in Puglia is perhaps due to the Phoenician colonization or
the next wave Hellenic. It is certain that at the end of the eighteenth century, the selection of
the grape made by Primicerius Don Francesco Filippo Indellicati, Gioia Del Colle, in the
context of the old vines grown locally (Museums G., 1913) led to the use and distribution of
the Primitivo grape. It should be noted that this selection, however, was conducted as part of
the ' old vines ' locally grown, so whatever the origin, the vine existed in the area for some
time, having been present in these vineyards at the end of the eighteenth century. The
Primitivo DNA with California Zinfandel and one cultivated in Australia. The DNA studies,
conducted at the Experimental Institute for Viticulture in Italy and the University of California
at Davis, also confirmed that DNA itself is also shared by the Croatian vine Crljenaki. Another
Croatian grape, Plavac Mali , shows similar characteristics , but according to recent research
on DNA ( Maletic E. et al. 2002) would be the result of crossbreeding between California
Zinfandel and Croatian vine Dobricic.
The production is of high quality, but quantitatively inconsistent. This variety prefers medium-
texture soils, clay and limestone, deep. Ensures the best results winery with forms of
cultivation medium and low expansion, with a pruning rich and short (as in the case of Puglia
sapling 4-5 spurs). On average resistant to downy mildew and powdery mildew, is very
resistant to rot and to spring frosts. It is sensitive to drought and high summer temperatures,
which can cause wilting and sunburn of the berries.

Susumaniello Black
Vine of uncertain origin, possibly from the Dalmatian is particularly common in Terra d'
Otranto and in the province of Bari in 1947 F. Carpenters remembered the Tear of Puglia
(Susumaniello) grown in the provinces of Bari, Brindisi and Lecce, that " wine of bright red,
bright, tasteful, harmonious, full, which improves if the grape is combined with that of
Montepulciano ". It is used exclusively for wine-making, almost always blended with other
varieties. The wine has an intense color, with red foam, rich in total acidity, dry and austere
taste. The vine is present in Puglia for a long time, where in the past it was certainly
widespread, as evidenced by the many synonyms that distinguished him in this region.
Currently is in particular in the province of Brindisi, where in the past it was used for the
71

production of filtered cakes, for its ability to give the wine a deep ruby red color and good
acidity. It is registered among the varieties suitable for cultivation in the provinces of Puglia
with the exception of Foggia. It is used in the production of wines with DOC Brindisi and
Ostuni.
Uva di Troia Black
The vine is among the oldest and most characteristic of the Puglia Center - North, it could be
a native of Asia Minor (Troy) and arrived in Puglia during the Hellenic colonization . Or his
name could come from the center of Puglia in the province of Foggia (Troy) or even by the
Albanian city of Cruja, vernacolizzato in Troy. Its grapes are exclusively used for making
wine. You get wine ruby red color with orange reflections, alcoholic and full-bodied, with
limited acidity, vinous, dry and harmonious , neutral flavor . The grape is traditionally present
in Puglia, particularly in the north-central region , and is registered among the varieties
suitable for cultivation in the different provinces of Puglia. It is used for the production of
DOC wines.

White grapes
WHITE from ALESSANO
It is one of the vines that tell the vocation for the white wines of the Murgia and the Itria
Valley. It is in fact present in the doc Gravina, Martina, Locorotondo, but also Ostuni and
Lizzano. Of great interest in recent years have been some expressions of this variety of
grapes.
BOMBINO WHITE
Bombino Bianco is a vine grown throughout the region. Its the main actor of the white
versions of some important doc as Castel del Monte (along with Pampanuto), San Severo (
blended with Trebbiano Toscano), Leven (with Malvasia Bianca).
VERDECA
The Verdeca is in the foreground in the vinification of the doc Locorotondo and Martina ,
where you use a percentage between 50 and 65%, but also present in the doc Gravina,
where it joins other major white grapes such as Bombino Bianco and Trebbiano Toscano.
SAUVIGNON
Another example of allochthonous grape optimally integrated into the heritage of grapes from
Puglia. Like Chardonnay is found in particular in Castel Del Monte, Lizzano and Salice
Salentino.
Pampanuto
The DOC Castel Del Monte is one in which the Pampanuto, also known as Pampanino, is the
most widely used, blended with Chardonnay or Bombino Bianco.
MUSCAT REAL
White Moscato or Muscat are the real names of the indigenous variety of the most famous
and representative of Puglia. Arises from Moscato grapes Moscato di Trani DOC, which covers
municipalities in the province of Bari and Foggia and identifies a natural sweet wine, also
produced in liqueur.
MALVASIA WHI TE
72

This native vine is mainly present in grapes in many doc Puglia. Malvasia Bianca is in fact
expected and widely used in the doc Cacc'e Mmitte of Lucera, San Severo, Locorotondo,
Martina, Gravina, Lizzano, Leverano.
Impigno
Native vine, that consists in another pearl of the grapevine heritage of Puglia. Its use is
expected in the doc Ostuni percentage ranging between 50 - 85%, blended with Francavidda
and possibly Bianco d'Alessano and Verdeca.
GREEK
The Greek is present in the doc Gravina along with Malvasia Bianca and Bianco d' Alessano,
as a further example of the grape can express the personality of a territory greatly suited to
the production of white wines.
FRANCAVIDDA
The High Salento, in particular the province of Brindisi, gives us another treat with this
varietal wine provided in the doc Ostuni, used in blends with Impigno, White from Alessano
and Verdeca in a percentage between 15 and 50% .
Fiano
Originally from the neighboring Campania, Fiano found in Puglia and particularly in Itria
Valley, one of his favored habitat, enough to be covered in the doc Locorotondo and Martina.
CHARDONNAY
International identity, territorial expression: Chardonnay vine is clearly allochthonous, but the
encounter with Apulia has been so happy as to allow the widest possible dissemination and
cultivation. Castel Del Monte, Lizzano, Salice Salentino, Guagnano is the doc who see this
vine in the foreground.

5.2 Wine Products Marketing
The I GT Salento is reserved for musts and wines that meet the following criteria:
White, even in the sparkling and sweet;
Red, also in types crisp, sweet and new;
Ros, also sparkling.
The wines of Salento I GT white and red must be made from grapes from vineyards,
compounds within the company, one or more varieties recommended and/or authorized by
the provinces of Brindisi, Lecce and Taranto, a berry of the same color.
The wines to I GT Salento ros must be obtained from the vinification of grapes from the vine
Negroamaro. Can contribute to the production of this wine, grapes black grapes
recommended and/or authorized by the provinces of Brindisi, Lecce and Taranto up to a
maximum of 30%.

73


As part of the overall agri-food system chain Puglia Wine is an industry that has been able to
integrate, over time, both aspects more strictly economic-productive, both those related to
the introduction of technological innovations.
The production of wine in Puglia is closely linked to the vocation of the territory in relation to
viticulture, with regard to the wine grape grows in the geographical demarcation of protected
designations of origin, while in the case of table grapes is linked to the presence of resources
water and a mild climate and substantially free of adverse weather conditions.
Altogether, appear to be active more than 800 local units specializing in the wine industry, of
which 40% is dedicated to the production of wine.

PROVINCE
Nr of SPECIALIZED UNITS
FOR ACTIVITIES
GROWING WINE
Nr of SPECIALIZED
ACTIVITIES
PRODUCTION OF
WINE FROM GRAPE
(NOT FOR ITS
PRODUCTION)
TOTAL
BARI 277 67 344
LECCE 3 67 70
TARANTO 180 38 218
BRINDISI 11 61 72
FOGGIA 20 105 125
Total PUGLI A 491 338 829
Table 43: Wine production per province




74


The structure of the wine production in Puglia

Although wine production is present throughout the region, in main areas of production of
wine grapes, there may be differences significantly affecting the grape variety and the form
of cultivation in areas that have a higher viticulture.
Regarding the upstream chain, the extension of production of wine grapes varies: from a
minimum of 1 hectare of small family-run businesses, up to 60 acres of medium-sized
companies that use hired labor and are characterized by fully mechanized production
processes.
Wine Production in Cellino san Marco (BR)
Cellino San Marco is a municipality located in the province of Brindisi since J anuary 1927.
Previously it has been part of the Province of Lecce, but when was instituted the Province of
Brindisi, it gets to be attached to this along with other countries.
In several districts of the Cellinese feud it has come to light remains of antiquity, represented
by various tombs, amphoras, coins and other other artifacts that testify to a significant
cultural and material of the close link between the Salento area and border areas, especially
those pertaining to the current Greek.
The economy of Cellino San Marco is the main component in the products of agriculture,
especially wine and olive oil, cereals and vegetables in second place. Mills and wine factories
are well equipped living expression of that economy. Among them include new modality of
cultivation, specialization of crops and the need to improve farm incomes. Co-operative
structures have arisen in recent years have allowed and allow, among other things, thanks to
the efficiency of the plants, to obviate the problem of perishability of the products from the
holdings of members.
The cooperative organizations operating in the wine sector in particular have modern
processing plants of the grapes that are conferred by many producer members.
Those cooperatives that operate in the wine sector in particular have modern processing
plants of the grapes that are conferred by many fellow producers. In accordance with the
centuries-old traditions are produced and healthy grapes selected Negroamaro, Malvasia
Nera, Primitivo, Chardonnay and others.
DOC wines Squinzano and Salice Salentino, Brindisi.Vini IGT Salento and Puglia (red, white
and ros).
The average annual production of 160,000 hectoliters of wine is an area of 1,260 hectares
with vines.
The culture of wine and a passion for good wine are the things that remain imprinted in those
who come to visit the local wineries.
Today we see that Cellino San Marco while continuing to practice the basic and traditional
economic activities and productive agriculture that allows to set up lead in provincial markets
and excellent regional wines and oils very qualified to be looking to find more solid grounds
for a substantial social change.
Wine Production in Guagnano (LE)
Guagnano is definitely the most important step for those wanting to experience the wine
culture of the Salento. In fact, the country is located in the heart of the cultivation and
75

production of Negroamaro, a grape that strongly characterizes the local rural landscape and
that is vinified from dozens of wineries in the area.
The culture of wine goes a long way in the area have been found significant archaeological
finds and monuments that testify to the activity vinificatrice that has distinguished this land
for centuries. I n the vast territory stretching from Nard and Manduria, in the midst of which
is Guagnano, you can find "tanks" and containers, pots and coins that tell us about the
custom of getting the wine since the time of Messapians. The screw had a decline over the
centuries as a result of serious political and economic crisis, but a decisive impetus to its
growth came from the Basilian Monks that following their arrival in Salento taught farmers
how to plant and cultivate vineyards again. It was precisely the monks to introduce
Negroamaro and replant thousands and thousands of vineyards destined to disappear. The
wine trade became intense thanks to the ports of Brindisi and Gallipoli and, at the same time,
he also developed the production of barrels. The ports of Salento became a destination for
ships for centuries Ragusa importing salt, and spices in linen cloths embarking wine skins of
goat skin and in containers of cherry wood.
Guagnano actually is a small rural village in the province of Lecce, known for his great
vocation to quality viticulture. Reasons to come to these parts there are not many then,
unless you want to make a gastronomic journey of the seven wineries (Carmela Scippa
Stefanizzo, Taurino, LEUCI, Antica Masseria Sigillo, Emera, Feudi of Guagnano, Cantele) that
for several years the markets have very high quality wines, following the path traced by the
family Taurino, and inns serving traditional cuisine of Salento.
In fact, in recent years, there has been by the city administration, the desire to grow the
Guagnano attention towards creating a union between the wine and cultural events of some
importance.

5.3 Contribution of the wine sector to the economy
The results of specialized wine-growing apulians areas are affected by three variables:
- Variety and climatic characteristics;
- Scale of production;
- Technique.
Growing zones of Bari, Foggia and Taranto, where it produces the table grape Productivity is
high, thanks to the quality of the facilities at competitive price and on market is used in
livestock tent and the use of micro-irrigation system ensures a constant supply of water and
nutrients to the plant. In the above areas is applied the technique of " forcing ", which is
delayed by the ripening of the grapes , and it becomes possible to distribute the product
offering over time (from September to December), avoiding periods of surplus. This strategy
positively affects the price trend on the market, keeping them on a high enough level.
In area of Lecce, characterized by the presence of grapevine, the competitiveness of the
industry is quite high, both for the weather conditions and enable the production of quality
grapes, both for the use of the technique trained in counter, with high yields of product.
In the areas of Brindisi and Tarantino, characterized by the DOC, the situation is different:
the planting of vineyards are distinguished by technical sapling and the overall production is
quite low, compared to, in any way, a high remuneration.
The proceeds of the sale of the product in any case are not sufficient to offset the high costs
of production: this puts the vineyards of Brindisi and Taranto in a position of substantial
margins, compared to the market both nationally and internationally.
76


Organizational choices and market positioning
The wine industry can be considered a strong supply chain, with high growth potential and
high added value.
The production techniques and organizational choices of manufacturers are different
depending on whether it's table grape or wine. In the first case is used generally to intensive
technique, to optimize the yield. Regarding the grapevine the main objective is to improve
the quality of the product, with consequent containment of the yields, especially in the areas
to DOC (Brindisi and Taranto).
The reduction of production costs is a strategic element , but good results. This strategy has
only where you can use the mechanization of harvesting operations. I n the area of Taranto,
where it is used a lot of manpower the ability to reach good levels of affordability is poor.
Although wine production is very widespread throughout the region, production companies
fall mainly into two categories:
- Cooperatives
- Wineries
The cooperatives are procured from the contribution of the members, while the independent
companies acquire the product directly from the manufacturer or means subcontracting of
local wineries, referring in both cases to local raw materials.
The marketing is primarily concerned with the wine in bulk and packaged to:
- For bulk wine sales channels are represented by wholesalers and customers are the final
bottling companies (SMEs and non-local) and the industries of the North, especially
industrial enterprises.
- For packaged wine, companies who market have their own network of agents and
representatives and speak directly wholesalers and individuals.

The large distribution channel is used only minimally and for the high quality products using
mainly catering.
The main form of vertical integration of the supply chain is represented by the co-operative
structure whose socio-economic role has assumed a growing importance for both the broad
social base, and the large volume of production. The wine-making plants in the form of
cooperatives are widespread, thanks to the credit facilities provided for and contribution.

77

6. SWOT ANALYSIS FOR WINE AND WINE PRODUCTS
S.W.O.T. analysis (Strengths, Weaknesses, Opportunities, Threats) is a general planning and
organisation strategy of a comprehensive decision-making framework, that may concern an
institution, an enterprise, a geographical region, etc. The said technique has a relatively long
history, since its conception and implementation started almost 60 years ago from the
business sector, while it is still widely used, especially in strategic planning field (Varagianni
et al., 2002).
In cases where the analysis is implemented on business strategic planning, its main objective
is a comprehensive investigation of internal strengths and weaknesses of an organisation or
an enterprise, in combination with the comprehensive investigation of opportunities and
threats, that may be due to the market conditions, the type and orientation of governmental
policies, etc, among other things (European Commission 1999; Vasilakis & Dounias, 2001).
The ultimate goal of the analysis, which is usually implemented during the first stages of
planning, evaluation, or when attempts are made for the solution of certain problems, is to
provide a coherent framework for decision making and action. Its purpose is the effective and
parallel enhancement of the regions internal potential in relation to alternative tourism, as
well as the opportunities offered by the external environment, while trying to minimise or
reduce internal weaknesses and counter threats from the external environment. Therefore,
the distinction between the internal and external environment is crucial and characterises
S.W.O.T. analysis as a whole.
In this chapter, S.W.O.T. analysis is carried out focusing on wine and its products, as well as
its use as a means for the development of alternative forms of thematic tourism. The main
dimensions of SWOT analysis are briefly presented in the following table (Table 44).

E
x
t
e
r
n
a
l

e
n
v
i
r
o
n
m
e
n
t

Threats Response actions Attempt to avoid
Opportunities Exploitation actions Exploration actions
Strengths Weaknesses
Internal environment
Table 44. Key dimensions of SWOT analysis (Richards, 2001)

In particular, S.W.O.T. analysis consists of two basic sections:
1. Elements of the internal environment (within the area under study, Municipality,
Prefecture), relating to existing Strengths and Weaknesses. More specifically:
Strengths are strong internal factors, which contribute in the exploitation of
opportunities and addressing threats.
Weaknesses are internal factors/ conditions, which impede the competitive position
of the area under study either by preventing the exploitation of opportunities or by
enhancing threats.
2. Elements of the external environment (outside the area under study, Municipality,
Prefecture), relating to existing threats and untapped opportunities. In particular:
Opportunities are external factors /conditions, favouring market stimulation and the
achievement of goals.
Threats are difficulties developed by external factors / conditions, exerting a
negative impact on expected objectives.
78


At this point it is worth noting that the above steps do not simply refer to the drafting of lists
of actual or presumed strengths, weaknesses, opportunities or threats, but rather in
documented research for a full explanation of the different types of factors, the distinction
between major and minor factors, as well as the potential to enhance factors and data, which
are expected to play an important role (positive or negative) in the near future. This process
is also the basis for the further development of the analysis, which relates to the complete
combination of different categories of factors, aiming at taking action and supporting
decisions. This combination, as well as the possible content of the resulting actions are listed
in the following table (Table 45).

Internal Strengths - External environment
opportunities
Internal Weaknesses - External
environment opportunities
Full exploitation of internal strengths to effectively
exploit the opportunities offered by the external
environment
Emphasis on actions to address internal
weaknesses and especially those that prevent
the full exploitation of opportunities offered by
external environment
Internal Strengths - External environment
threats
Internal Weaknesses - External
environment threats

Emphasis on actions aiming at the further
enhancement and exploitation of internal strengths
and, especially those that may be used more
effectively to deal with external threats
Emphasis on actions in order to minimise or
reduce internal weaknesses and, especially
those that grow due to the negative impact of
external threats factors
Table 45. Combination of categories of factors of SWOT analysis (Richards, 2001)

The following table (Table 46) presents the S.W.O.T. analysis, which includes four (4)
thematic fields of analysis, according to the nature of this field, the wine analysis and its use
as a means of developing alternative forms of thematic tourism.


79

THEMATIC
FIELDS OF
ANALYSIS
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
ECONOMY
MARKET
COMPETITIVE-
NESS
Strong quaternary sector
Enhanced and recognised quality
of Greek wines, especially during
the recent years with the
introduction of protected
destination of origin products
Production of PDO (Zitsa) and PGI
(Epirus, Ioannina and Metsovo)
wines
New improved practices for
vinification and investments on
modern wineries in the Region 0
especially in the Region Unit of
Ioannina
New joint promotion strategy of
Greek wines both in Greece and
internationally
Age-old tradition of wine making
tradition at the local and national
level, and consumers familiarity
with the product
Inadequate incorporation of
tourism services, facilities and
connections in certain Prefectures
of the Region
Fragmentation of domestic vine
cultivation and vinification in the
Region
Small wine growing zone (PDO) in
Zitsa
High production costs due to the
lack of economies of scale no
existence of wide growning zones
in the Region small wineries
Inadequate organisation of the
production and distribution of the
industrys products
Inadequate promotional strategy
for Greek wine abroad
Lack of strong wine brand of the
Region of Epirus
High cost of bottled wines at
restaurants, resulting in the
prevention of their consumption
and the minimisation of producers'
profit margin
Lack of wineries in the Prefectures
Development of integrated
tourism services and facilities,
aiming at attracting more
tourists exploitation of the
Region of Epirus
Investment on quality and
research promotion of the
indigenous varieties like Debina
Absence of an excise duty on
wine in contrast to substitute
products (beer, liquor)
Drop of the euro, resulting in
more competitive products (in
terms of price) against products
from third countries
Penetration to new markets
(China, Russia, India)
Competition by other areas,
which offer integrated tourism
enterprises services eg Region
of Crete
Distortion of competition due to
the factors such as illegal trade
and uncontrolled distribution of
bulk wine
Reduction in domestic and
international wine consumption
Increase of cheaper wines
imports from third countries
Localisation of imported bulk
wines
The existence of Greek varieties
receiving greater recognition
(Aghiorghitiko, Moshofilero
Xinomavro, Assyrtiko) compared
with those in the region of
Epirus
80

THEMATIC
FIELDS OF
ANALYSIS
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
of Arta and Preveza, limited
presence in Thesprotia
INFRASTRUCTU
RE -
TRANSPORT
Geographic location of area under
study, proximity to ports and
Egnatia Motorway and, hence, the
Balkans
Low incorporation of transport
means and related transport
services
Exploitation of ports & Egnatia
motorway to support trading
and the development of
partnerships connections and
development of accessibility to
goods through networks
Competition by areas, which
offer integrated services relative
to the supply chain
81

THEMATIC
FIELDS OF
ANALYSIS
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
CULTURE -
PROMOTION
Major monuments of cultural
heritage like bridges, traditional
villages, churches etc reinforce
tourists attraction
Presence of wine tourism network
at the under study area (wine
route of Epirus - Wine Roads of
Northern Greece)
Interconnection of wine with the
regions tradition, all kinds of
everyday events, customs and
traditions, as well as religious and
national festivals
The participation of the visited
wineries of the region to "Open
Doors", which now is conducted
at national level
Low promotion and exploitation of
wine of the Region in the
enhancement of the cultural
identity
Inadequate information and
awareness regarding the
networking of the regions wine
producers, ignorance of the
networks existence, continuation of
individual attempts for promotion
Organisation of vineyards in a way
that production is mainly performed
in small and, usually, family
winemaking businesses, often
without any specific strategy,
resulting in overall difficulties in
terms of production and
attractiveness to international
competition
Small number of wine events
Exploitation of wine products for
the establishment and
enhancement of thematic
tourism (e.g. wine tourism)
Networking with existing
interregional, national and
international viticultural and
wine tourism networks to
exploit the maximum visibility
and promotion of products
The action and excursions
organized by wine clubs from
other parts of the country
Liquidity shortage of the wine
industry enterprises
Intense competition abroad by
the wines of the New
Countries
The general lack of wine culture
ENVIRONMENT
Favourable climatic conditions for
wine production
Significant environmental
resources, which attracts tourism
eg national park of Vikos Aoos,
rivers, coast to Ionian sea
Low visibility and exploitation of
wine in the formation of forms of
thematic tourism (e.g. wine
tourism)
Visibility and networking with
relevant bodies
Weather volatility
82

THEMATIC
FIELDS OF
ANALYSIS
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
The existence of indigenous
grape varieties (Debina, Wallachia
Bekari)
Table 46. S.W.O.T. analysis for wine
83


The result of the S.W.O.T. analysis constitutes the configuration framework of development
policies, aiming at meeting the endogenous needs, taking into account the existing
exogenous potential. In practice, the policy production process is carried out though the
grouping of the quadrants of SWOT analysis, as presented in the following table (Table 47).
More specifically, it presents the way S.W.O.T. analysis is used for the formation of policy
choices in the area under study, through the combined identification of the quadrants in pairs
(strengths and opportunities, weaknesses and opportunities, strengths and threats,
weaknesses and threats (Ministry of Economy and Finance, 2007). Combined quadrants
include suggestions, based on the combination of endogenous and exogenous characteristics
and policy orientations, which are classified into four categories according to their nature.

Strengths Weaknesses
Opportunities Accelerating policies Structural policies
Threats Stabilisation policies Preventive policies
Table 47. Use of the SWOT method for the formation of policy choices

The categories of policy orientations are the following:
1. Growth accelerating/ expansionary policies. Aimed at the expansion in economic growth
and maintaining - expanding the competitive advantage.
2. Structural policies. Face longitudinal distortions and the lack of development, while
contributing in the sustainability - viability of economic growth.
3. Stabilisation policies. Constitute targeted policies, which neutralise or offset certain
negative developments or trends in the growth environment.
4. Preventive/ discretionary policies. These are selective policies, which prevent and mitigate
negative effects on economic growth.

Based on this analysis an integrated approach of developmental policies is formed, and, more
specifically, Table 48 includes suggestions regarding the ways through which the
development of the area can be achieved in the short-medium term, as well as the key
strategic priorities for its development.

84



Strengths Weaknesses

ACCELERATING POLICIES STRUCTURAL POLICIES
Opportu
nities
Supporting business openness -
Promoting Greek investments in
neighbouring countries
Inclusion of the existing wineries of
the area under study in the popular
and well recognised national wine
tourism network Wine Roads
Interconnection and networking of
wineries and wine promotion bodies
with the multitude of tourist
accommodation in the area of study
to enhance wine tourism (Epirus: is
the 4
th
prefecture in Greece in terms
of hotel beds number per category)
Networking of wineries with catering
facilities and alternative forms of
tourism service providers
Restructuring / Liberalisation of markets
Enhancement of technologic and
business innovation through the provision
of state aid, incentives and investment
funds to mitigate private under-
investment
Visibility and emphasis on support and
utilisation of the body being formed for
the promotion of wine in the area under
study
Utilisation of national and European funds
for the enhancement of the wine
promotion body
Utilisation of national and European funds
for networking and the promotion of
wineries and wine products

Strengths Weaknesses

STABILISATION POLICIES PREVENTIVE POLICIES
Threats
Promotion of business partnerships at
regional, national, and international
level
Establishment of internal market and
encouragement of the adoption of
innovative actions and approaches to
production and visibility processes for
the improvement of products
competitiveness
Reduction of enterprises barriers to enter
the market in general
Encouragement of the development of
new relevant services, mainly through
the utilisation of new (digital)
technologies
Risk prevention and management
Table 48. Strategic orientations


85

7. ESTABLISHMENT OF A CROSS-BORDER BODY FOR THE PROMOTION OF WI NE
This chapter includes a presentation of all parameters, which should be taken into account
and examined carefully for the establishment of the cross-border body for the promotion of
wine.

7.1 Vision
The vision of the cross-border body for the promotion of wine is to have a catalytic effect on
socioeconomic development and prosperity of wine enterprises of the cross-border regions
and be their foremost exponent and representative. Furthermore, to be a body of innovation,
providing guidance and training to the industrys professionals, that, through its prestige,
serious approach and quality of service will be the eminently valid entity for the promotion of
the regions wines. Its vision includes also financial robustness, independence and autonomy.

7.2 Objectives
The main objective for the establishment of the cross-border body for the promotion of wine
is the preservation, enhancement and promotion of wine culture, wine products and
viticulture in the broader cross-border area of Greece Italy. Below the specific objectives
are identified:
Achieving awareness of both its presence and the wine products of the cross-border
region under study.
Awareness and information of consumers and traders regarding the available wine
products.
Promotion and visibility of local varieties and products at national and international level.
Identification and attraction of new customers at the existing wine tourism market and
shops selling the said products.
Introduction of the local wine products to new markets.
Improving products image in the minds of consumers.
Preservation and promotion of local varieties through their historic and cultural value.
Establishment of mechanisms for the development of participating regions, through the
development of wine tourism.
Organisation of events for the promotion of products.
Attracting public and private funds.
Provision of information and training to the visitors and tourists regarding vine, wine and
relevant products of the cross-border regions.
Improvement of quality of life and rising of living standards of residents in the
participating regions.

7.3 Structure
For the establishment of the body it is essential to form a temporary operational
organisational structure. The bodys council should consist of members from the participating
partners, who undertake the organisation and implementation of all necessary measures for
its establishment and operation. At this stage, it is proposed to set up a temporary
administrative council with one member from each participating body. The allocation of roles
should be performed following consultation between the partners.

86

7.4 Bodys legal form
The most appropriate legal form for the body is that of a civil non profit organisation
(N.G.O.), with its head offices in Greece, since the Lead partner is Greek. The establishment
of a statute is very important; however, to facilitate the participating partners, it is proposed
to initially sign a Cooperation Agreement, under which partners should cooperate to prepare
the statute. The temporary council of the body undertakes to prepare the Cooperation
Agreement of the partners.

7.5 Cooperation Agreement
It is proposed that the structure of the Cooperation Agreement is similar to that of a statute
and include introductory description, the articles with information regarding the mission,
name and head office of the body, its objectives and scope, as well as cooperation framework
for the bodies. The Cooperation Agreement should be signed by the programmes partners of
both countries:
Development Agency of Epirus S.A.
Prefecture of Epirus - Regional Unit of I oannina
Municipality of Konitsa
Municipality of Cellino San Marco
Municipality of Guagnano
For the bodys proper functioning, an action team should be designated, in which members
from each partner will participate, aiming at handling communication and actions relating to
the organisational functioning of the body, as well as the preparation of the statute. In the
next phase, the body must have representatives from winemakers wine producers of the
border-border region, by selecting one representative from each country. To provide full
support to the body, specialised scientists, such as chemists-oenologists, agricultural
economists and researchers should be approached to participate in the body. The proposed
cooperation agreement is presented in the Appendix.
The ultimate goal of networking the cross-border areas is the openness of the participating
bodies through the promotion and integration of products into larger markets than the
existing ones, so that to increase the number of consumers or traders buying certain wine
products (Papadopoulos, 2011).


87

8. NETWORKING WITH RELEVANT BODIES
In the present chapter reference is made to possible bodies with which the new body could
network, mainly from the wine industry; however, indirectly related bodies are also included,
which can enhance its activity.

8.1 Bodies in Greece
The network Wine Roads is a particularly important wine tourism product, which began with
the initiative of the wine producers of Northern Greece, and it was strengthened by the
inclusion of new members from the regions of Thrace and Epirus. The network has a total
number of 112 members, of which, 38 visitable wineries, 38 catering facilities, 23
accommodation facilities, one body offering alternative forms of tourism activities, 12 unions
of local products (Wine Roads of Northern Greece, 2013). The programme includes 8 wine
routes: The Wine Route of the Olympian Gods, The Wine Route of Epirus, The Wine Route of
Naoussa, The Wine Route of Pella - Goumenissa, The Wine Route of the Lakes, The Wine
Route of Thessaloniki, The Wine Route of Dionysus, and The Wine Route of Halkidiki) (Wine
Roads of Northern Greece, 2013). It is also important to mention that from all wineries of the
Prefecture of Epirus, only three are members of the network. It is necessary to conduct a
broad informative - awareness campaign in the region, aimed at including all wine producers
in the said network.
It is very important for the cross-border body for the promotion of wine to establish
cooperations with all relevant bodies. The following are specifically mentioned:

1. Greek Wine Association
2. Wine Producers Association of the Northern Greece Vineyard (...V..),
3. Wine Producers Association of the Peloponnesian Vineyard (...P.),
4. Wine Producers Association of Attica Vineyard (EN.O.A.A.),
5. Network of Wine Producers of Crete (Wines of Crete),
6. Wine Producers Association of the Central Greece Vineyard (...K..),
7. Wine producers and Wine growers Association of the Aegean Islands (Wineries of the
Aegean).

The cultural organization The Routes of the Olive Tree is a very important initiative,
launched by the Chamber of Messinia in 1999 (The Routes of the Olive Tree, 2013). The
organization implements cultural programmes focusing on the culture of olives, in order to
enhance sustainable development in oil producing regions. The said network has participants
from 23 countries, including chambers, organizations, universities, research centres and
economic operators: Greece, Cyprus, Spain, Portugal, France, Italy, Malta, Croatia, Slovenia,
Bosnia-Herzegovina, Serbia, Montenegro, Albania, Turkey, Syria, Lebanon, J ordan, Egypt,
Libya, Tunisia, Algeria and Morocco. The bodys promotion plan includes routes among olive
trees in various countries, as well as numerous events, such as photograph and painting
exhibitions, cultural and commercial meetings, competitions and information sessions. I n
2003, an important distinction is awarded to the Routes of the Olive Tree, as they are
recognised unanimously by the Assembly of UNESCO, following Greeces Ambassador
proposal to the International Organization. Networking, promotion and exploitation of olive
trees as a product of the Mediterranean through this particular initiative is exemplary, so the
networking of the body for the promotion of wine with the Routes of the Olive Tree is
deemed necessary.
88

In the Prefecture of Epirus there is a great number of Womens Agricultural
Associations, which contribute to the exploitation of local resources, providing additional
income to the rural family and keeping alive timeless quality Greek eating habits. The
associations are operating in the fields of local products processing and catering services,
production of handicraft and offering agrotourism services, thus constituting a key player for
the preservation and promotion of cultural heritage. Both the cooperation and networking of
the body for the promotion of wine with all seven (7) associations of Epirus is very important.
Below the womens associations of Epirus are presented (Ministry of Rural Development and
Food. Women's Agricultural Associations, 2013):
Associations of the Regional Unit of Arta
Agricultural Handicraft Cooperative of the Women from Peta of Arta

Associations of the Regional Unit of Thesprotia
Agricultural Womens Cooperative of Parapotamos
Women's Agricultural and Handicraft Cooperative of Paramythia Souliotisses
Cooperative union of the Women of Parapotamos Papageorgiou CO

Associations of the Regional Unit of Ioannina
Agricultural Women Cooperation of Epirus GI (Earth)

Associations of the Regional Unit of Preveza
Agricultural Women Association MIKRI LAKKA SOULI
Agricultural Womens Cooperative of Gymnotopos

Partnerships with organic and agrotourism products networks can contribute in the more
comprehensive promotion and visibility of the body. In particular, the Organic Products
Cluster is proposed, which was established in 2006, following the initiative of the Federation
of Industries of Northern Greece and is a nationwide non profit association. It relates to the
establishment of a body of tools, information services and the promotion of organic
agriculture and livestock production, to product companies and consumers (Organic Products
Cluster, 2013). Among the members of the network there are processing companies,
producers, certification companies, producers unions and associations.

The formation of partnerships between the organization and distinguished international and
national organizations in the wine sector is equally important. The following are stated
indicatively:
National Interprofessional Organization of Vine and Wine
Central Cooperative Union of Wine Products
Hellenic Foreign Trade Board
Greek Union of Wine J ournalists and Writers
Panhellenic Union of Graduate Oenologists
Union of Greek Oenologists
Panhellenic Association of Sommeliers
International Organisation of Vine and Wine (Organisation Internationale de la Vigne et du
Vin, O.I.V.)
To achieve the objectives and actions of the cross-border body and according to knowledge
obtained from good practices of other networks and bodies, such as the Routes of the Olive
89

Tree, it is important to include both chambers and universities among the bodys members.
As far as the participation of chambers is concerned, BI C of Epirus is proposed, which
focuses on the implementation of innovative actions, contributing in regional development
(BIC of Epirus, April 2013).
In addition to this, the networking of the body for the promotion of wine with tourism
accommodation and catering services entrepreneurs of the area under study, as well as with
providers of alternative forms of tourism services, will contribute significantly in its promotion
and recognisability. The following table summarises all the above mentioned bodies.

Similar networks/ bodies Local Bodies Other Bodies
Wine Roads Collective body of wine producers The Routes of the Olive Tree
Greek Wine Association Agricultural Handicraft Cooperative
of the Women from Peta of Arta
Organic Products Cluster
Wine Producers Association of
the Northern Greece Vineyard
(...V..)
Agricultural Womens Cooperative of
Parapotamos
National Interprofessional
Organization of Vine and Wine
Wine Producers Association of
the Peloponnesian Vineyard
(...P.)
Women's Agricultural and
Handicraft Cooperative of
Paramythia Souliotisses
Central Cooperative Union of
Wine Products
Wine Producers Association of
Attica Vineyard (EN.O.A.A.)
Cooperative union of the Women of
Parapotamos Papageorgiou CO
Hellenic Foreign Trade Board
Network of Wine Producers of
Crete
(Wines of Crete)
Agricultural Women Cooperation of
Epirus GI (Earth)
Greek Union of Wine
J ournalists and Writers
Wine Producers Association of
the Central Greece Vineyard
(...K..)
Agricultural Women Association
MIKRI LAKKA SOULI
Panhellenic Union of Graduate
Oenologists
Wine producers and Wine
growers Association of the
Aegean Islands
(Wineries of the Aegean)
Agricultural Womens Cooperative of
Gymnotopos
Union of Greek Oenologists

Association of tourism
accommodation establishments
Panhellenic Association of
Sommeliers
Catering facilities
International Organisation of
Vine and Wine (Organisation
Internationale de la Vigne et du
Vin, O.I.V.)

Providers of alternative forms of
tourism services
BIC Chamber of Epirus
Mass Media - J ournalists
Table 49. Proposed Partners

8.2 Bodies in I taly
The Italian scenario regarding bodies and association committed to the protection and
promotion of food and wine and typical products is very complex.
Given the importance of this sector has taken over the years, the number of institutions and
associations active in the field quaesto is impressively large.
90

Here it is difficult to provide a detailed picture, so you will provide general guidelines
regarding the main reality.
Keep in mind that an important role for the development of the sector taking the public
research institutes and private.
In the following table are presented the respective bodies, cooperatives and associations
related to wine products in Italy:

National & Local Bodies Other Bodies & Associations
Ministry of Agricultural Policy and Forestry (Ministero
delle Politiche Agricole e Forestali)
Associazione Nazionale Citt del Vino
Assessorato risorse agroalimentari Regione Puglia Wine Tourism Movement (Movimento Turismo
del Vino)
Ente di Patrocinio e Assistenza per I Cittadini e
lAgricoltura (EPACA)
Strade del vino (Local Sections)
Instituto di servizi per il mercato agricolo alimentare
(ISMEA)
Vinitaly International Excibition of Wine &
Spirits (Ente Fiera Verona)
National Institute of Agriculture Economics (Istituto
Nazionale di Economia Agraria - INEA)
Associazione Italiana Sommelier
Ente Nazionale di Previdenza per gli Addetti e per gli
Impiegati in Agricoltura (ENPAIA)
Le donne del Vino
Viticulture Research Center (Centro Ricerca
Vitivinicoltura CRA-VIT)
Go Wine
Agenzia Regionale per lo Sviluppo e l Innovazione
dell Agricoltura del Lazio (ARSIAL)
Viva il Vino
Gruppi Azione Locale (GAL) Unione Italiana Vino
Vino e Salute
Assoenoteche
Table 50. Bodies of Italy

91

9. PLAN OF EVENTS OF THE BODY IN GREECE AND ITALY
The present section includes a presentation of the main promotion actions for wine in Greece
and in Italy, while at the same time the participation in exhibitions and events is proposed,
where wine can play an essential role, such as exhibitions of primary food products,
accompanying delicacies. The bodys participation in private events exhibitions for the
promotion of wine is essential, as it contributes in the openness of local wine product, as well
as in the promotion of the areas of interest. Below the most important wine exhibitions held
in Greece are presented.

9.1 Events in Greece
Among the most important related exhibitions in Greece is the International Wine Fair,
which is held every spring at the International Exhibition Centre of Thessaloniki. The fairs
objective is the promotion of Greek wine to foreign markets and its contribution in the
attraction of new markets and expansion of transactions, through the specialised programme
Hosted Byers and the appointment system (Business-to- Business - B2B). The exhibits
include wine, wine products, wine raw materials, machinery for winemaking,
bottling, filling and packaging, wineries equipment, wine accessories, wine
workshops, publications, bodies of the industry and services.
The fairs DETROP OENOS, which are held every spring at the I nternational Exhibition
Centre of Thessaloniki, account for the dynamic nature and openness of domestic production
of quality food products and drinks. The participation of 400 exhibitors from across the
country (data of 2013) is a significant advantage in terms of its value. During the exhibitions,
more than 100 guests - foreign trade visitors (hosted buyers), with documented participation
in fairs, come in touch with Greek products and participate in tastings. Trade visitors are from
various countries, such as the U.S.A., Germany, Russia, Italy, Sweden and Belgium, making
them automatically possible countries for the export and promotion of wine products. The
parallel events of the fairs are of particular importance, too, during which meetings with
distinguished speakers are held on topics such as The Future of Greek products abroad,
Promotion of Greek wine sales in the German market, as well as tasting of award-winning
wines and specialties together with chefs and sommeliers from Greece and abroad.
The fair Oenorama is being held since 1994 every two years in Athens, and it is a fair of
Wines, Spirits and Wine Equipment. It is primarily addressed to wine professionals, be it wine
buyers or people from primary production. The estimated number of visitors amounts to
12,000 people, of which approximately 70% has a purely professional relationship with wine.
Among the special guests of the exhibition journalists and sommeliers from Greece and
abroad are included, while during the parallel events a series of lectures is organised
regarding green wines and wine tasting.
The International Fair INFood is a new sectoral exhibition, focusing on the fields of Foods,
Drinks and Foodservice, and it will be held for the first time in autumn of 2013 at the
Mediterranean Exhibition Centre in Peania Attica. This fair is addressed to all businesses and
professionals in the fields of production, processing, packaging and distribution of foods,
drinks and catering services items from Greece and abroad. The categories of exhibits include
food products, pastry and confectionery, beverages, herbs and delicatessen, equipment and
catering services.
The fair FOODREX + is the result of a combination of previous exhibitions, aiming at
the promotion of products to the Greek, European and international markets. It is a fair for
92

Food products, Drinks, Pastry and Confectionary, and it is held each autumn at the European
Centre of Exhibition and Promotion (.C..P.) in Metamorfosi, Attica.
Apart from the fairs and exhibitions, the bodys participation in wine competitions is
significant, too. More specifically, during the last twelve years the International Wine
Competition is held every spring in Thessaloniki. After numerous successful organisations,
the International Wine Competition of Thessaloniki is still continues its upward trend with the
participation of wines from all over the world, tested by distinguished Greek and foreign
tasters. The main objectives of organisers still include the presentation and promotion of
Greek and foreign wine production to both the consumers and commercial visitors. The exact
figures and distinctions of the award-winning wines will be published in Greek and foreign
media through the internet and by special publications sent to participants (contestants and
tasters) and distributed to professionals and consumers. The official announcement of the
results as well as the award of diplomas takes place at a special event in Athens. The award
winning wines of the Competition are marketed with the characteristic medals-stickers on
their bottles, as a brand identifying the award gained.
Dionysia is a very important event related to wine, which is organised at the at the Zappeion
Hall. In the exhibition there are more than 100 wineries from Greece and abroad
participating, in which wine tasting of more than 1,000 different wines is offered while the
wine producers are present. Another rather infrequent characteristic of the exhibition is that it
also hosts rare wines and spirits from small producers, which are not broadly available in the
market of Athens.
In addition to domestic fairs and competitions, the bodys presence in other countries is also
important. The International Fair of Viticulture and Wine Making Vinaria is mentioned
indicatively, which is held in Plovdiv, Bulgaria. The exhibition Vinaria 2013, which is the 21
st

one, 140 enterprises from 13 countries are participating. The prestigious award Golden
rhyton was awarded in six wines during the traditionally organised tastings of the exhibition.
In 2013 the award-winning wines are characterised by the aromas and flavours of herbs,
fruits and spices.

9.2 Events in I taly
Many fairs and exhibitions are carried out throughout Europe and internationally. The present
section includes a presentation and description of exhibitions held in Italy, as it is one of the
projects areas of interest.
The fair Vinitaly is the most important event in the sector of wine in Italy. In 2012 it hosted
more than 4,000 exhibitors in an exhibition area of 95,000 square meters, with 140,000
visitors, including 48,000 foreign visitors from more than 110 countries. During the four-day
fair, exhibitions, wine and food tastings, workshops and visits to wineries and relevant bodies
are organised, as well as a rich programme of market research presentations on issues
related to supply and demand in Italy, Europe and the rest of the world. During the fair, an
International Wine Competition is held, one of the most famous and selective competitions
worldwide.
Another important wine fair is Vitigno, which is held in Napoli in May every year. This
particular fair hosts wines from Italian and Mediterranean vineyards.
The competition Premio I nternazionale del Vino (Wine Oscars), which is held in Rome in
May every year is a unique event, which awards the Oscar award to a domestic production
wine. However, this competition awards numerous distinctions, such as the award of best
foreign wine, best sommelier and best winery.
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The events of Vino in Festa wine take place at South Tirolo in May and J une. Among the
events wine tasting visits are organised, as well as visits to the wine producing villages, at the
South Tyrolean Wine Road. The fairs Salone del Vino are organised each autumn in
Torino. With more than 1,000 exhibitors, Turin Wine Show festival is the perfect meeting
point for all stakeholders of wine industry. Merano Wine Festival, firstly organised in 1992,
is held every year and it is a very prestigious festival for Wine and Food products. It hosts
more than 750 producers from Italy and abroad, with special wine tastings of vintage wines.
The following table includes the wine events held in Greece and in Italy.

Fair/ Competition Exhibits City Season
GREECE
International Wine Fair
wine, wine products, wine raw materials,
machinery for winemaking, bottling, filling
and packaging, wineries equipment, wine
accessories, wine workshops, publications,
bodies of the industry and services.
Thessaloniki spring
DETROP OENOS food products, drinks Thessaloniki spring
Oenorama wines, spirits, wine equipment Athens spring
INFood
food products, pastry & confectionery,
drinks, herbs and delicatessen, equipment
and catering services
Peania, Attica. autumn
FOODREX + food products, pastry & confectionery, drinks Metamorfosi, Attica autumn
International Wine
Competition
wines Thessaloniki spring
Dionysia
wines, rare wines & spirits of small producers
mainly
Athens winter
ITALY
Vinitaly (International
Wine Competition)
wines Verona spring
Vitigno
wines from Italian and Mediterranean
vineyards
Napoli spring
Premio Internazionale
del Vino
wines, wineries, sommelier Rome spring
Vino in Festa wines South Tirolo
spring -
summer
Salone del Vino wines, involved parties Torino autumn
Merano Wine Festival wine, food products Merano autumn
Best Italian Wine Awards Wines Milano September
Selezione Del Sindaco Wines
A different city
every year
Spring
(May/J une)
Matilde Di Canossa
Terre Di Lambrusco
Wines Reggio Emilia Spring (May)
Concorso Enologico
Internazionale Rosati
Rose Wines Puglia May
94

Table 51. Wine fairs in Greece and Italy


Ditalia
Negroamaro Wine
Festival
Wines Brindisi J une
Milano Food & Wine
Festival
Food & Wines Milano February
Roma Food&Wine
Festival
Food & Wines Roma May
Sagra Del Negroamaro Food & Wines Cellino San Marco August
Premio Terre Del
Negroamaro
Food & Wines Guagnano August
Festa Della Vendemmia Food &Wines
Regione Etnea
(Sicily)
September
Mostra Del Chianti Wines Montespertoli (Fi) Spring
Calici Di Stelle Wines
Every Italian Region
organize in different
city (Movimento
Turismo Del Vino)
Summer
95

Within the framework of the present cross-border programme it is important to mention that
the new body for the promotion of wine should promote wine products from all areas of
interest. It is important that, when the body participates in Greek events, it promotes
products of Cellino San Marco and Guagnano, which should also be the case for Italian
events.
The following tables present indicatively certain fairs and competitions for wine, which are
held worldwide.

Table 52. International wine fairs (Wine Explorations, April 2013)



Fair Country City Month
ProWine Trade Fair Germany Dusseldorf March
Vinexpo France Bordeaux J une
Vinisud, International Exhibition of
Mediterranean Wines and Spirits
France Montpellier November
Vinitaly Italy Verona April
World Bulk Wine The Netherlands Amsterdam November
Russian Wine Fair Russia Moscow November
Miami International Wine Fair USA - Florida Miami October
London International Wine Fair United Kingdom London May
Wine Festival and Wine Expo USA New York & Boston
March &
February
Boston Wine Expo USA Boston J anuary
New York Wine Expo USA New York February
Golden Commercial Shanghai Wine Fair China Shanghai J une
Wine China China Peking April
The Shanghai International Wine & Spirits Fair China Shanghai -
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Table 53. I nternational wine competitions (Wine Explorations, April 2013)


Competition Country City
The Balkans International Wine Competition Bulgaria Sofia
Berliner WeinTrophy Germany Berlin
Challenge du Vin International France Paris
Premio Internazionale del Vino Italy Rome
Concours Mondial de Bruxelles
different European city
each year

International Wine Challenge England London
International Wine & Spirit Competition England Cranleigh
International Wine Competition Italy -
Vinalies Internationales France -
Syrah du Monde France Chaintre
Chardonnay du Monde France Chaintre
Muscats du Monde France Chaintre
Mondial du Pinot Noir Switzerland Sierre, Valais
American Fine Wine Competition USA South Florida
Critics Challenge International Wine Competition USA - California San Diego
Monterey Wine Competition USA - California Monterey
San Diego International Wine Competition USA - California San Diego
Winemaker Challenge USA - California San Diego
Los Angeles International Wine Competition USA Los Angeles
NextGen Wine Competition USA - California Santa Rosa
Brasil International Wine Fair Brazil Rio de J aneiro
Sydney International Wine Competition Australia Sydney
The Spiegelau International Wine Competition New Zealand -
J apan Wine Challenge J apan Tokyo
The Shanghai International Wine Challenge China Shanghai
97

10. ACTION PLAN OF THE CROSS-BORDER WI NE BODY WINE-NET

The present chapter includes a thematic analysis of the actions of the cross-border body for
the promotion of wine according to its mission and objectives, in relation to the axis of
culture, tourism and entrepreneurship. The sets of actions of the body are presented in detail
in the following table (Table 54).

SETS OF ACTIONS
PROPOSED TIMETABLE
Actions for the protection and preservation of local varieties
Inventory of vineyard farmers and wine producers in a list
- register with information about the produced products
and processes, the quantitative and qualitative
characteristics of the produced wines and production
varieties.
Annual inventory in order to
have updated information
Recording the history of local varieties and linking them
with the areas history as well as their cultural heritage.
Initial description and updating
when necessary
I nformative actions
Open invitations to groups, non-governmental
organisations and bodies of the region regarding their
updating about the body, its mission and actions.
Initial invitation when the body
is established and repeat of
invitations twice each year,
together with the bodys
implemented actions.
Educational actions for citizens
Open invitations to schools of the broader region
(nurseries, primary schools and high schools) as part of
environmental education, awareness and training on the
planting, growing and cultivation of vines. School visits
could be held during selected periods depending on the 4
seasons and the progress of vine growing.
School visits three-four times/
year, depending on the season,
the cultivation of vines and other
related procedures.
Open invitations to schools of the broader region
(nurseries, primary schools and high schools) as part of
environmental education, awareness and training on vine
processing and the procedures for wine production.
Information regarding different techniques and special
requirements of local varieties.

School visits once-twice/ year,
depending on the
implementation of wine
producing procedures.
Educational actions for wine makers - wine producers
Training seminars for the industrys entrepreneurs
regarding good cultivation and production practices as well
as new production methods.
Twice per year
Networking actions
Networking with wine producers wine tourism
providers of the country and the cross-border region
Communication with relevant
bodies during the 1
st
semester of
the organizations operation.
Networking with bodies promoting thematic tourism,
through the exploitation of agricultural products, such as
the Wine Roads, The Roads of the Olive Tree, etc.
Communication with relevant
bodies during the 1
st
semester of
the organizations operation.
98

Networking with service providers of alternative forms of
tourism at the cross-border area
Communication with relevant
bodies during the 1
st
semester of
the organizations operation.
Repeated contact to approach
new bodies.
Networking with catering and accommodation bodies of
the broader region, in order to inform them and promote
wine products.
Communication with relevant
bodies during the 1
st
semester of
the organizations operation.
Repeated contact to approach
new bodies.
Actions to attract funding
Monitoring and exploitation of invitations of national
financial instruments
Frequency depends on the
notice of invitations for
submission
Monitoring and exploitation of invitations of co-funded
financial instruments
Frequency depends on the
notice of invitations for
submission
Promotion actions of the body
Promotion actions of the body are distinguished in actions
within and outside the area under study and they are
presented in detail in Chapter 11.

Actions for the promotion of products
Promotion actions of the products are distinguished in
actions within and outside the area under study and they
are presented in detail in Chapter 11.

Table 54. Sets of actions of the body for the promotion of wine WI NE-NET

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11. MARKETING PLAN OF THE CROSS-BORDER WI NE BODY WINE-NET
The Marketing Plan is the starting point for an integrated set of informative and promotional
measures to inform the target groups at national and international level regarding the
presence, objectives, priorities and actions of the cross-border body for wine WI NE-NET.
According to a general definition of marketing, it is defined as a comprehensive system of
business activities, which is structured to design, promote and distribute products and
services to consumers, enterprises and other business buyers (Westling B, 2001).
For the present study, marketing focuses on the necessary activities for the promotion of the
body, informing about its establishment and actions, as well as for the promotion of wine
products of the cross-border areas of the study. In particular, the content of the marketing
plan will be specialised in the following fields:

11.1 Communication Strategy and Communication Plan
The main strategic goal of the plan is the provision of optimal and complete information and
awareness rising of involved parties in the field of wine, of target groups and the public
opinion within the country and in Europe regarding the establishment and presence of the
cross-border wine body. Mobilisation of target groups is sought through the communication
strategy, in order to exploit the possibilities offered by the newly established body. The
central point of the strategy is the integration of communication in terms of image, style and
messages promoting the body.

General Communication Strategy framework
Determining the general framework of communication strategy is a major step to achieve the
best possible result in relation to the establishment and operation objectives of the cross-
border wine body. The general framework of the strategy consists of the following stages:
Publishing and communication of the wine bodys actions
Updating the stakeholders regarding the resulting possibilities and benefits
Attraction of target-groups for the full exploitation of opportunities
Sensitisation and mobilisation of stakeholders (bodies, enterprises, Mass Media, etc.)
In this stage it should also be noted that the preparation of the Communication Strategy Plan
of the body for wine was based on the Communication Plan of Rural Development
Programme in Greece 2007 2013 (R.D.P.) Alexander Baltatzis.

Target groups
The main target-groups belong to a broader group of recipients and may be distinguished in
the following three categories:
1. Directly related recipients
2. Indirectly related recipients
3. Public authorities of all three administrative levels
In the first category, the following groups are included as the directly related recipients:
Farmers, who have vineyards that they exploit for the production of wine, n order to
be informed about the presence and actions of the body.
100

Producers, who focus on the field of wine making, so that, through the information
and updating of the bodys priorities and actions, to exploit its presence for the
promotion of their own products.
Wine making and wine production enterprises, so that, through publicity, to turn to a
wider audience of customers - consumers, under the umbrella of the wine body.
In the second category, the following groups are included as the indirectly related
recipients:
Enterprises of tourism services, in which the following are included: tourist
accommodation, dining facilities, alternative tourism service providers. The presence
and activities of the body create added value for the region, in relation to the
attraction of tourists, a fact that through their cooperation with the body, strengthens
the tourist image of the region, having a direct effect on wine tourism enterprises.
Wine markets - Consumers, who, through the body, will be informed about the
actions and advertised products, with the body functioning as a means to meet and
certify the products for consumers.
The third category includes public authorities of all levels of administration
Local and Regional Government: the establishment and activity of the body is an
initiative with developmental character, aiming at informing the public about the
bodys actions and, as a result, the products represented through it This is why it is
of particular importance for this initiative to be supported by local governance.
Chambers, professional unions, collective representative bodies, relevant University
departments: the said bodies can contribute significantly through additional actions
for information and updating
Finally, another special target group, aiming at establishing a more successful
communication strategy and the proliferation of publicity, is composed of opinion leaders, in
particular:
Media and Press Representatives: these bodies operate in two levels: they promote
information through the proliferation of messages and communication strategy and
they function as intermediaries to ensure maximum presence and participation of
cross-border body in various events.

Communication Plan
The Communication Plan includes the use of various promotion means and methods. More
specifically, three categories are mentioned:
1
st
category: All Mass Media (local, regional, national), such as newspapers, magazines,
radio stations, TV stations and the Internet).
2
nd
category: promotional actions, such as posters, publications, leaflets, brochures, Press
releases, articles, CDs, DVDs.
3
rd
category: actions for direct communication, such as the participation in informative
events, conferences and workshops.
The basis of the communication plan is the identification of a clear and uniform identity of the
body, with a slogan), which will highlight the nature, objectives and ambition of the body.
Promotion and publicity actions as a whole should be inextricably connected with this central
message, thus contributing in the bodys recognisability. The content of the central
communication message should be simple, brief, comprehensive, clear and without difficult
words, so that to attract, rather than driving away all target groups and the general public.
101

Together with the central message, the combined used of the bodys logo is also planned in
each promotion and information action. I n promotion actions no different central message or
logo may be used by no means.

11.2 Actions and Communication tools
The combination of different communication means and tools is essential to achieve effective
and integrated communication.

Information and publicity campaign
The information campaign includes press publications, as well as on the TV and the radio,
and its objective is to provide maximum information about the actions of the body, at
maximum frequency so that it can be remembered. More specifically, through the information
campaign the public is fully informed, while through publicity campaigns the bodys credibility
is built. As already mentioned above, it is extremely important to use the same central
communication messages for all listings in all media. In the context of information and
publicity it is suggested to design the following:
Press listings, in particular in newspapers, magazines and special/ sectoral press
Television broadcasting.
Radio broadcasting.
Listings in informative websites.

Print media (newspapers magazines): Advertisements, brochures, special articles
Daily and periodic press is a widely accessible means in terms of audience and geographical
coverage. Among the ways the body and its actions may be promoted in the press include
the publication of articles, interviews, products advertisements and/or invitations for actions
and events. The use of Sunday newspapers to include inserts and publish special articles is
also highlighted, since their readability is higher. In addition to this, the inclusion of articles
and advertisements in sectoral and special press (magazines on wine making and wine
tourism) ensures approaching target groups.

Television
Television is another widely used means, which ensures approaching both target groups and
the general public. Showing targeted television messages and informative videos regarding
the bodys action and operation as well as the type of promoted products will probably
increase the bodys level of recognisability significantly. Nevertheless, important factors of the
present communication means is the viewing cost as well as the relative difficulty in relation
to selecting the timing of transmission.

Internet: listings in informative websites and utilization of the social media.
Internet offers the advantage of wide coverage, immediacy and flexibility, while the daily
briefing by Greek and foreign websites shows an increasing trend. According to relevant
research ( Observatory for the Information Society, 2010), the progress in relation to
the use of traditional and popular internet services by both European and Greek citizens,
during 2005-2008 was increasing universally, while activities regarding internet
communication are still today first among citizens preferences. For the promotion of the
bodys actions and events as well as for advertising its products, it is essential to utilise
102

internet websites with high visibility, as well as approaching informative portals and sectoral
websites, both through the listing of informative material and advertisements and through
the publication of relevant articles and informative press releases. Usual promotion means
through the websites are advertisements in the form of banners, splash screens, buttons, etc.
The impact of the social media is also significant, which should be fully utilised by the body so
that to be fully promoted. I t should be noted that apart from the bodys personal websites, its
actions should be also promoted through the websites of all enterprises of the Programme
(Municipalities, Development companies and Prefectures in Greece and Italy).

Radio
Radio is a means ensuring broad public awareness at local, regional and national level, which
approaches even the most remote areas, despite Greeces geography. An important feature
in relation to the selection of radio as a promotion means is the fact that it is cheap, both in
terms of buying viewing time and in terms of producing the message, while offering flexibility
in relation to deadlines and timing of transmission.

Design and production of informative & advertising material (printed / electronic)
The production and use of printed and electronic material constitutes a major means to
provide information and promote the bodys actions and aims at both the updating of the
public and at providing special information to target groups. More specifically, as far as
printed material is concerned, the design and production of the following is proposed:
Information Guide: information regarding the bodys establishment, its objectives
and the cross-border cooperation with other countries, its mission and the products
it represents.
Brochures: additional information focusing on specific actions that are implemented
or will be implemented.
Posters: additional information using wide distribution media and presence in
events, conferences, workshops.

The design of electronic material includes the production of CDs, in which informative
material about the body and promoted products will be included n the form of presentations
and photographs. In addition to this, the compilation of DVDs is also suggested, in which the
cross-border regions under study will be promoted, as well as the history of the bodys
establishment and its actions, the participating vineyards and wineries, and the products
represented.
Furthermore, the design of electronic brochures, posters and press releases is also proposed,
which will be sent electronically (direct mailing) to the general public (unions, Municipality,
Prefecture, N.G.O. etc.), as well as to special interest groups.
It is proposed that the distribution and sending of the informative and advertising material is
carried out:
at the offices of Prefectures, Development companies and Municipalities of Greece
and Italy that are partners of the cross-border partnership programme WI NE-NET
directly and indirectly involved parties: groups of producers, relevant organisations,
chambers, etc.
at the offices of target groups
at the offices of newspapers, journalists and television channels
103

at the places where seminars, workshops and other events are held
at info kiosks during fairs and at info points.

Participation in exhibitions and events
The participation of the cross-border body for wine in national and international exhibitions
and evens for wine and relevant products is deemed necessary, as it is of particular
importance for its promotion and openness. Chapter 8 includes detailed information regarding
the said exhibitions and fairs. In parallel, to increase the bodys level of recognisability at local
regional level, its participation in local regional festivals. The organisation of an
introductory workshop is also proposed to meet the body and learn about the objectives of its
operation and its action, for which an open invitation to business entities and the press will
be made. At a subsequent stage, the organisation of a conference is proposed, together with
relevant cross-border bodies, focusing on wine tourism and progress related to wine tourism
approaches. Among the additional actions open invitations to schools for educational
purposes are included, which are held at the premises of the body as well as at participating
vineyards and wineries.


104

12. PROMOTI ON PLAN OF WINE- BODY I N GREECE AND ITALY
The Promotion Plan of the cross-border body consists of a series of actions, which can be
categorised as follows:
Visibility of the body within the broader area under study
Visibility of the body outside the cross-broader area under study
Visibility of products represented by the body
In certain categories actions are common since these particular actions are considered to
work effectively both within and outside the broader area under study.

PROMOTI ON ACTIONS OF THE BODY WITHIN THE BROADER AREA UNDER
STUDY
Promotion on local media (printed material, speeches, interviews, articles, etc.)
Preparation of the Press Dossier
Organisation of promotional workshops and daily events
Promotion in electronic means
Cooperation/ inclusion in the Basket of Products from Epirus
PROMOTI ON ACTIONS OF THE BODY OUTSIDE THE BROADER AREA UNDER
STUDY
Preparation of the Press Dossier
Fam trips
Promotion in electronic means
Cooperation with the Wine Roads
ACTIONS FOR THE PROMOTION OF PRODUCTS
Fam trips
Participation of the body in national and international events and competitions for
wine and relevant products
Promotion in electronic means
Institutionalisation of an annual international wine competition
Wine cruise - sea road show
Submission of new proposals in the context of European Territorial Cooperation
Programmes

The promotion of the bodys establishment through the local media is deemed important
and necessary. It is suggested that this specific action includes the preparation of printed
material, which will be placed in municipal buildings and services, speeches by
representatives of the organization in the media (TV, radio), publishing articles in local, print
and electronic, newspapers and magazines. Furthermore, it is also important to promote the
body through the Municipalitys website, in which a special section could be dedicated to the
purpose of its establishment and its actions.
The preparation of a Press Dossier is another important action to inform about the cross-
border body, and it should include creative plans and selection of audiovisual material,
highlighting the character of the area under study, as well as information regarding its wine
tradition and wine products. The Dossier will also include material about the regions
environmental wealth as well as the diversity of the landscape, cultural diversity of the
region, morals and customs, traditions and history. One of the most important parameters of
the dossier is its attractiveness. The folder should attract peoples interest both for the bodys
105

actions and for visiting the area under study. As far as the form of the dossier, it is proposed
to be in the form of a pouch / bag, including, apart from audiovisual material, promotional
gifts, such as wooden pencils, notepads, USB memory stick, souvenirs with the logo of the
organization, such as key chains, etc.
To fully promote the establishment of the body, it is deemed necessary to organise
workshops for the promotion of the body, its operation, objectives and actions. It is
proposed that the workshops are held at local regional and/or national level, informing
about the bodys actions. I t is essential to invite public bodies as well as bodies of tourism
and wine tourism industries in these events.
The Electronic promotion of both the cross-border body for wine and the products it
represents is one of the most crucial actions for its recognisability. Firstly, it is proposed to
create a website, the content of which will include the bodys objectives, its members and
actions, as well as photographs and descriptions of Greek and Italian products represented by
it. The WebPages should be available in at least three languages: Greek, Italian and English.
It is also proposed to create relative WebPages in social media (such as facebook, twitter,
etc.)
Fam Trips Familiarisation are a relatively new and quite successful promotion method of
less popular destinations. These are trips organised by tourist agencies in cooperation with
airline companies and tour operators. Fam trips success is reflected in the published articles
and special tributes, as well as in the integration of new destinations of Greece in the
programmes of tour operators. For example, an Agency from Austria, in cooperation with tour
operators and airline companies managed to open new connections, such as Vienna -
Kalamata, Vienna - Volos, Graz - Skiathos, Graz - Mylos, and Graz - Mykonos. In response to
the new route Vienna Volos, a five-day familiarisation trip was organised at the region of
Volos and Pelion, involving 12 journalists of daily newspapers and professional journals. More
specifically, for the case of the cross-border body for wine, it is proposed that the main
actions include:
Selection and invitation of groups belonging to the opinion makers for the public
(tourist agents, wine journalists, etc).
Planning, analytic programming and organisation of parallel events and contacts.
Selection, collection and organisation of promotional material, which will be
distributed in every event in the form of Press Dossier with the bodys logo.
It is proposed that the visits plan for the journalists should also include visits to the regions
wineries, in which visitors will participate in wine tasting events and attend lectures on local
varieties.
In the context of a broader attempt to exploit and promote local products of Epirus, following
the initiative of the Ministry of Rural Development and Food, a Business Plan was prepared by
the Prefecture in 2012, entitled: the Basket of Agricultural Products. In particular, it
includes products, that can be the spearhead for the development and openness of the
Prefecture of Epirus (Prefecture of Epirus, 2012). Among them, particular attention is paid to
wine production, which, apart from the existing tourism resources, is a prerequisite for the
development of wine tourism in the region. As a result, the cooperation among the wine body
and the competent authorities strengthens the promotion of wine products.
The bodys cooperation with the successful initiative Wine Roads will contribute
significantly in the recognisability of the bodys action in the area under study. Similarly, the
operation and action of the body for wine will motivate the integration of many winemakers
of the area under study in the Wine Roads. Wine Roads, despite their presence in the region,
are not very popular and there are only a few wine producers participating.
106

As part of the promotion of the body and its products outside the broader area under study,
actions are included relating to its participation in national (Greek and I talian) and
international events and competitions for wine and related products. The establishment of
the bodys identity aiming at the creation of a positive brand name will support the promotion
of wine products significantly.
For the promotion of cross-border wine products the institutionalisation of an annual
international wine competition is proposed, in which parallel cultural and interactive
activities will be also held. In the said events actions relating to the interconnection of wine
with the history, tradition and local cruising of the cross-border regions are also included.
The organisation of a wine cruise is also proposed as an original and noteworthy action for
the promotion of cross-border wine products, as a sea road show in cooperation with
international cruise companies. The regions - members of the body will be the among the
stops of the cruise, in order to introduce visitors to the wines in combination with the regions
traditional cuisine.
Finally, with the view to enhance recognisability and promote the body, as well as its
members and products, the submission of a new proposal to the European Territorial
Cooperation Programmes is suggested, either with the same corporate structure under
strategic capitalisation projects, or with the induction of new partners in new programmes
(INTERREG, SOUTH EAST EUROPE, PROGRAMME MED, etc.).

107


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110

Network of Wine Producers of Crete, April 2013.
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112

APPENDIX

Cooperation Agreement

COOPERATION AGREEMENT
FOR THE ENHANCEMENT OF CROSS-BORDER WINE PRODUCTS
AND THE PROMOTION OF WINE TOURISM AT THE CROSS-BORDER REGION

Introduction - brief background
In October 2009, five (5) bodies established and operating at the cross-border region
between Greece and Italy, in particular:
Development Agency of Epirus S.A. (Greece)
Prefecture of Epirus Regional Unit of Ioannina (Greece)
Municipality of Konitsa (Greece)
Municipality of Cellino San Marco (Italy)
Municipality of Guagnano (I taly)
officially began their collaboration through the submission of a proposal in the context of
the 1
st
Invitation of the European Territorial Cooperation Programme Greece - Italy 2007-
2013, Priority Axis 3 in particular Improving the quality of life, protection of the environment
and enhancement of social and cultural cohesion Objective 3.1. Promotion of social and
cultural integration.
The proposed project entitled WINE-NET: Cross-Border Network For The Promotion
Of Wine Products was officially approved in September 2011 and includes a series of joint
actions aiming at the preservation and promotion of cultural heritage through the promotion
of vine and wine culture and production, winemaking and local gastronomy:
Accomplishment of a joint study to record and map local wine varieties, protected
varieties and traditional wine production methods.
Implementation of a joint business plan regarding the promotion of wine culinary
tourism at the cross-border region.
Creation of a 50-minute documentary, focusing on the vines, traditional grape
varieties, the resulting products and traditional production methods.
Establishment of a fully functional wine museum.
Creation of exhibition areas for the promotion of wine.
Organisation various informative - promotional activities: workshops, public events,
promotion via the Media (Press, Radio, Television and Internet), printed informative
material etc.
Establishment of a cross-border body for the promotion of wine, vine products and
wine tourism.
Implementation of educational seminars for wine producers, sommeliers, chef,
alternative tourism activities providers and tourism entrepreneurs.
Driven by the continuation of their cooperation for the enhancement of wine products and
the promotion of wine tourism in the cross-border region and following the completion of the
project, five (5) bodies had predicted from the design phase of this project, the development
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of a permanent cross-border promotion and enhancement body, whose establishment was
officially inaugurated with the signing of the present cooperation agreement.

Article 1
Mission
The preservation, enhancement and promotion of wine products, wine heritage, winemaking
and local gastronomy, through the exploitation of the culture of wine, as well as the
enhancement of wine tourism in the broader cross-border region of Greece Italy, through
the development of targeted actions and the encouragement of participation of all directly or
indirectly involved parties of the public, broader public and private sectors.

Article 2
Name Symbol Head office
The full name of the body will be COOPERATION BODY FOR THE PRESERVATION AND
PROMOTI ON OF WI NE HERITAGE AND PRODUCTION, WI NE MAKING AND LOCAL
GASTRONOMY IN THE CROSS-BORDER REGI ON, while its short name will be the
acronym from which it was derived, i.e. WINE-NET and as its symbol the logo of the
project itself.
The head office of the body is the head office of the Lead partner, DEVELOPMENT AGENCY
OF EPIRUS, S.A., (Pyros Square, Headquarters, Ioannina), while the bodys office will operate
at the Municipality of Cellino San Marco (via Napoli, Province of Brindisi), from where the
actions of the network will be coordinated at the Italian cross-border region.
English will be the official language for the presentation of the network and communication,
while both Greek and Italian will also be used, where appropriate.

Article 3
Duration
The networks duration is indefinite and its termination may be may be made by unanimous
decision of its members.
Article 4
Strategic and operational objectives
Taking into account the Bodys mission, its special characteristics as well as the
developmental potential of the cross-border region, the following strategic and operational
objectives are set:
Exploitation of the culture of wine for the benefit of local economies and the creation
of synergies among wines cultural heritage, tourism and sustainable development.
Recording, protection and enhancement of local wine varieties of the cross-border
region for the promotion of wine tourism development.
Encouragement of business cooperation and expertise sharing regarding wine
production and winemaking.
Establishment of the cross-border region as a common tourism destination of
particular wine interest.
114

The termination of geographical isolation experienced by a large part of the cross-
border regions population, and the enhancement of openness of local enterprises
operating in the above mentioned sectors.

Article 5
Scope
To achieve the above mentioned objectives, the signatory bodies commit to develop
individual and/or joint actions such as:
drafting of proposals and submission to the relevant bodies, aiming at the adoption
of policies and actions at national, regional and local level for the enhancement of
traditional winemaking and the promotion of wine tourism
publication of articles in widely read print and electronic media, as well as on the
websites of contracting entities, regarding wine making and the promotion of wine
tourism in the cross-border regions
organisation of informative events for the general public, as well as for specific target
groups, emphasising the preservation, enhancement and promotion of the natural
environment and winemaking, as well as their interconnection with the cultural and
culinary heritage of the cross-border region, the development and strengthening of
tourism entrepreneurship, etc.
organisation of educational meetings with local enterprises, aiming to encourage
them to incorporate networking and openness practices in their business activities
organisation of meetings focusing on the promotion of good practices of wine tourism
industry, from both business innovative activities and from successful developmental
initiatives of public or broader public sector bodies, nongovernmental organisations,
etc.
participation in events, workshops, conferences, exhibitions, etc for the promotion of
wine and vine products as well as the promotional bodys activities
cooperation for the joint design and development of projects, initiatives and best
practices in wine tourism industry.
For the development of the above mentioned actions, the bodies may use, as appropriate,
their own means and resources as well as national and Community funding under special
invitations and programmes (if stakeholders and proposed actions are eligible), while there is
also the possibility of utilizing sponsorships.


Article 6
Bodies cooperation framework
The networks founding members are the five partners of WINE-NET project, who will be
responsible to coordinate the body, until the end of the project (30/09/2013).
Bodies of the public and broader public sector may also become members of the body, as
well as non-profit organisations and private enterprises meeting the following requirements:
Have their head office of a branch at the cross-border region of Greece-Italy
It is evident that they develop activities in wine making and alternative forms of
tourism sectors and/or wine tourism.
Each body wishing to become a member, should submit a written request with full contact
details (postal address, telephone, fax, email address, website information, and legal
115

representative and contact person information), accompanied by a copy of the statute and an
overview of its recent activities.
The communication of the bodys members will be via electronic means (e-mails, organisation
of communication team, etc) and, in addition to this, an annual plenary session on a regular
basis is also foreseen. The annual plenary meeting will be hosted each year by a member of
the body, following the application for nomination at the last plenary session and voting
among the members. The bodys member organising the plenary session will be only
responsible to cover the operational costs of the meeting (space and audio-visual support
availability, catering, secretarial support, etc.).
One (1) month before the termination of the project, the Body will meet to elect the 1
st

Steering Group, who will be responsible after the projects completion. The body will include
fifteen members, representatives of the five (5) project partners, five (5) representatives of
Greek organisations and five (5) representatives of Italian organisations, members of the
Body.
The term of office will be two years.
The election of the Steering Group (apart from the representatives of the five partners), will
be conducted through a vote of the remaining members of the Body. Greek bodies will vote
for five (5) representatives and Italian bodies, respectively.
The main responsibilities of the Steering Group will be as follows:
1. evaluation of new members applications and documented approval or rejection
2. preparation of the Bodys annual plan of action
3. planning of actions, events etc on a quarterly basis
4. preparation of proposals in order to adopt policies and actions on alternative forms of
tourism, wine tourism, wine making and the environment etc.
Finally, the body will be will officially represented by a three-member Presidium consisting of
the President and two Vice-Presidents, who shall be elected as follows:
The President shall be elected by vote of the five founding members for the first two terms.
After that, for all the other terms, the President will be elected by vote of all 15 members of
the Steering Group, who will have the right to vote and be elected.
- Vice Presidents will be the two members gathering most votes, as occurring from each
election of the Greek and the Italian organisations members o the Body for the election of
the Steering Groups members.

Article 7
Network amendment procedure
Each body participating in the network may, at any time, submit proposals for the
amendment of the cooperation agreement for the Bodys establishment and operation. The
Steering Group will forward the said proposals to the annual plenary session. A proposal is
accepted, when there is agreement of at least the 3/4 of the Bodys members.

Article 8
Data disclosure to members and third parties
A copy of the text of the agreement, after its endorsement by all bodies accepting it, is
submitted to the Bodys Presidium, that maintains the corresponding archive and prepares
the Catalogue of the names and addresses of the Bodies that have accepted the Agreement.
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This Catalogue is published to all members of the network (excluding personal postal
addresses and mobile phones).
In case of a third party (person or body) wishing to have the catalogue of bodies, a written
application should be submitted (to the Networks Presidium) so that to receive the catalogue
with the names and contact information of those bodies that have indicated their willingness
for data publication to third parties only.
Ioannina, ../../2013

Konstantinos Ntetsikas
President & Chief Executive Manager

..
Development Agency of Epirus S.A.


Alexander Kachrimanis
Head of the Prefecture of Epirus

..
Prefecture of Epirus (former Prefectural Government of Ioannina)


Panagiotis Gargalas
Mayor

..
Municipality of Konitsa


Francesco Cascione
Mayor

..
Municipality of Cellino San Marco


Monica Perna
Commissioner of Prefecture (replacement of the Mayor)

..
Municipality of Guagnano


117