European Wine Treasures Launches in the U.S., Bringing Greece and Jumilla PDO (Spain) Together in a Three-Year Campaign
The EU co-funded initiative begins September 15 with a trade webinar led by Master Sommelier Evan Goldstein, followed by a series of press and trade events in San Francisco and Los Angeles this fall.
NEW YORK, Sept. 14, 2026 /PRNewswire/ -- What can two distinctly different wine regions, sharing unexpected common ground, tell us about the European idea of wine and origin?
This fall, European Wine Treasures brings together the wines of Greece and Jumilla PDO in the U.S.— two distinctly different wine cultures, each shaped by its own indigenous grape varieties, centuries of winemaking tradition and remarkable diversity, yet united by a shared European belief that great wine begins with place.
Through a three-year campaign, European Wine Treasures will introduce U.S. wine professionals and media to the diversity, heritage and quality of these two iconic European wine regions.
Led by the Greek Wine Federation (GWF) and the Regulatory Council of the Jumilla PDO, and co-funded by the European Union, the campaign launches September 15 with a national educational webinar for U.S. trade and media, followed by press and trade events in San Francisco on November 9–10 and a technical masterclass and trade tasting in Los Angeles on November 12.
Virtual Launch: An Educational Journey with Evan Goldstein
The opening educational session will explore two flagship indigenous varieties—Assyrtiko from Greece and Monastrell from Jumilla PDO—as a starting point for understanding the regions behind them. Through guided exploration and a live Q&A, participants will discover the diversity of their origins and explore how landscape, local ecosystems and viticultural tradition, shape the wines in the glass.
The webinar is designed for U.S. wine trade professionals and media seeking a deeper understanding of the wines, places and stories shaping today's European wine landscape.
Secure your spot and register here
San Francisco: Press Dinner and B2B Session, November 9 – 10
The campaign continues in San Francisco with two days dedicated to media and the wine trade.
Venue: 25 Lusk
Address: 25 Lusk St, San Francisco, CA 94107 (Located off of Townsend Street, Between 3rd & 4th Street).
On Monday, November 9, an intimate press dinner for wine media and key opinion leaders will be guided by Peter Granoff, MS, offering an opportunity to explore the wines of Greece and Jumilla PDO through a curated tasting and dinner experience.
On Tuesday, November 10, from 12:00 to 3:30 PM, also at 25 Lusk, U.S. trade professionals will be invited to a B2B tasting and industry networking session, providing an opportunity to taste wines from both regions and connect directly with participating representatives.
Save The Date here to Explore, Taste and Connect.
Los Angeles: Masterclass and Trade Tasting, November 12
The fall program concludes in Los Angeles on Thursday, November 12, with a full day dedicated to wine professionals.
Venue: The Perch
Address: 448 S. Hill Street, Los Angeles, CA 90013
From 11:00 AM to 12:30 PM, Olga Crawford, MW, will lead a 90-minute technical Masterclass, offering a deeper exploration of the wines of Greece and Jumilla PDO through their grape varieties, terroirs and wine styles.
The Masterclass will be followed by a B2B tasting and industry networking session from 12:30 to 4:00 PM, giving attendees the opportunity to further explore the wines and engage with the regions.
Save The Date here to Explore, Taste and Connect.
For full event details, registration, or additional information, please contact Gemma Bosch at [email protected].
About European Wine Treasures: Greece & Jumilla (Spain)
European Wine Treasures: Greece & Jumilla (Spain) is a three-year promotion campaign co-funded by the European Union and led by the Greek Wine Federation (GWF) and the Regulatory Council of the Jumilla PDO.
Running in the United States under the theme "Two Iconic Wine Regions, One European Story," the campaign aims to raise awareness of the European Union's quality schemes, including Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI), while strengthening the presence and recognition of wines from Greece and Jumilla PDO in the U.S. market. Over the three years, the campaign will engage the U.S. wine community through educational webinars, Masterclasses, tastings, press dinners, B2B sessions and a podcast series.
At the heart of the European Wine Treasures campaign is a simple idea: quality begins with origin. The wines of Greece and Jumilla offer two different expressions of European wine culture, shaped by their landscapes, local ecosystems, native grape varieties and long winemaking traditions. Through education, tasting and direct engagement, the campaign invites U.S. wine professionals to discover the people, places and traditions that give these wines their identity.
The Beneficiaries
The Greek Wine Federation (GWF) is the leading voice of the Greek wine sector. Founded in 1949, the Federation brings together regional wine associations and a network of wineries across Greece, reflecting the diversity, quality and heritage of Greek wine. The GWF works to strengthen the visibility, competitiveness and international reputation of Greek wines while promoting the country's distinctive wine culture and its protected designations of origin and geographical indications.
Greece is one of the world's oldest yet most dynamic wine cultures, with more than 5,000 years of winemaking history and an extraordinary diversity of landscapes, from high-altitude vineyards and mountainous regions to coastal areas and islands scattered across the Aegean and Ionian seas. At its heart are more than 300 indigenous grape varieties, shaped by centuries of adaptation to their native environments. Today, these native varieties and distinctive terroirs are at the center of a new generation of Greek wines—wines defined by freshness, character and, above all, a strong sense of place.
The Regulatory Council of the Jumilla PDO is the official body responsible for protecting and promoting the authenticity, quality and identity of wines from Jumilla PDO, one of Spain's most distinctive wine regions. Located in southeastern Spain, Jumilla is a land of extremes, shaped by an arid Mediterranean climate, intense sunlight, limited rainfall and significant day-to-night temperature variations.
At elevations ranging from approximately 350 to 1000 meters, vineyards have adapted naturally to this demanding environment. Traditional dry-farmed, bush-trained vines thrive in limestone-rich soils that retain moisture during periods of drought and naturally limit yields. These conditions allow grapes to ripen slowly while retaining freshness, structure and complexity, producing wines with a distinctive sense of place.
Best known as the home of Monastrell, Jumilla's wine heritage is deeply rooted in generations of growers who have learned to work in harmony with this challenging landscape. Established in 1966, the Regulatory Council brings together winegrowers, wineries and cooperatives committed to safeguarding this identity and heritage. Through rigorous certification, quality standards and international promotion, the Regulatory Council ensures that wines bearing the Jumilla PDO seal remain authentic expressions of their origin.
Media Contact
Gemma Bosch
Colangelo & Partners
[email protected]
+1 917 365 4962
Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Research Executive Agency (REA). Neither the European Union nor the granting authority can be held responsible for them.
SOURCE European Wine Treasures
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