Brussels, 17/01/2012 (Agence Europe) - The European Commission considers that measures to promote wine in third countries (during the first two years of application of the reform) have been highly successful and that they are greatly appreciated by wine operators. Spending forecasts, which amount to €768 million for the period 2009-2013, indicate a growing interest for the measure which, in terms of budgetary allocation, is becoming the second largest aid programme measure after the measure for restructuring and reconversion of the vineyards, the Commission explains. It notes that the exportation of wines to a number of countries increased as of 2009.
The new regulation, including the common market organisation (CMO) for wines in the single CMO, provides for the phasing out of traditional market measures (distillation, planting rights scheme, etc.) to the benefit of structural measures (investment, restructuring and conversion) and promotional action abroad. Promotion does not concern quality wines (PDO/PGI) and varietal wines. Nine EU member states have already used this possibility (France, Spain, Italy, Portugal, Greece, Austria, Germany, Slovenia and Romania) and 42 third countries have been targeted by promotional activity. In 2009-2010, €122 million were spent (first two years of the programme).
During the Special Agriculture Committee (SAC) on Monday 16 January, the Commission said it would consider such action as essential in order to stimulate the competitiveness of quality wine for export. According to the Commission, part of the success of European wine exports (which have been constantly growing for the past three years) is likely to come from these campaigns. Some countries, like the United Kingdom, have called for a more precise cost-efficiency report. Other countries, like Spain, consider that the action is clearly a success and should apply to other farm products also. (LC/transl.jl)