• logo magrama
    Friday 26/02/2021
    Fondo Español de Garantía Agraria O.A.
  • logo magrama
    Friday 26/02/2021
    Fondo Español de Garantía Agraria O.A.
    PAC 2015-2020

Measure for the promotion of wine in third countries

Measure for the promotion of wine in third countries

Among its measures for the common organisation of the market in wine, the European Union carries out a programme for the promotion of wine in third countries. The EU, in conjunction with the interested beneficiaries, co-finances the costs of these programmes.

The measure is part of community legislation that has meant a change in the support measures for the wine sector: the traditional regulatory measures have been eliminated and replaced by a set of more ambitious measures.

This promotional measure aims to enhance knowledge of the characteristics and qualities of Spanish wines, in order to help improve their competitive position and to consolidate, where applicable, the opening of new markets in third countries.


Those eligible to apply for funding for promotional measures in third countries are:

  • Vine-growing companies
  • Organisations of producers and interprofessional organisations
  • Management bodies and entities representing the geographic indications for wine
  • Exporters associations and export consortiums
  • Non-profit associations who promote wine abroad.

Programme management

This programme is managed, within their competencies, by both the Ministry of Agriculture, Food and Environment (MAGRAMA), and the Autonomous Regions, and the monitoring and evaluation of the development and execution of the programme also involves the advice and guidance of organisations representing the sector, in particular the Spanish Observatory of the Wine Market and the Institute of Foreign Trade (ICEX).

The main role of the Spanish Agrarian Guarantee Fund (FEGA) is to serve as co-ordinator for the paying agencies from the Autonomous Regions and to ensure the proper management and control of the payment of these subsidies. It works together with the Autonomous Regions offering guidance to the recipients of the subsidies on how to meet their responsibilities with regard to properly evidencing any costs eligible for subsidy.

Interested parties who meet the established conditions present their proposals for actions and programmes, along with the corresponding documentation, to the competent body of the Autonomous Region in which the fiscal address of their business or organisation is located.

The Autonomous Regions check that the applications comply with the governing regulations and, where applicable, the directives drawn up by the Evaluation and Monitoring Committee of the measure.

In accordance with the established evaluation criteria, the Autonomous Regions draw up a provisional list with the selected programmes prioritised and they send this to the Ministry of Agriculture, Food and Environment. The list is sent together with the documentation of the selected programmes.

Within the Food Promotion Committee, approved at the Agriculture and Rural Development Sectorial Conference and comprised of representatives of the Ministry of Agriculture, Food and Environment and the Autonomous Regions, a National Programme Selection Commission will be set up, presided over by the Director General of the Food Industry, and including four representatives from the Ministry of Agriculture, Food and Environment, who will be appointed by the General Secretariat of Agriculture and Food and one representative from each of the Autonomous Regions that wishes to take part.

This commission will be responsible for drawing up the final list of actions and programmes to be put to the Sectorial Conference for approval.

Once the definitive list of selected actions and programmes and the conditions governing these have been approved by the Sectorial Conference, the Autonomous Regions will finalise the applications and notify the beneficiaries.

Promotional actions and activities

The following actions are eligible for subsidies within this framework:

  1. Public relations and promotion and publicity measures which particularly highlight the benefits of community products in terms of quality, food safety and respect for the environment.
    – Commercial missions.
    – A range of different advertising campaigns (TV, radio, press, events, etc.).
    – Promotions at points of sale.
    – Web portals for external promotion.
    – Reverse missions.
    – Information offices.
    – Press office.
    – Product presentations.

  2. Participation in demonstrations, fairs, and exhibitions of international importance: International fairs and exhibitions, etc., sectorial or general, professional and consumer fairs.

  3. Information campaigns, in particular on the community systems for denominations of origin, geographic indications and ecological products:
    – Business meetings, professional meetings, meetings with opinion leaders and consumers.
    – Symposiums, seminars, tasting sessions, etc.

  4. Studies of new markets, needed to search for new commercial outlets

  5. Evaluation of the outcomes of promotion and information measures:
    - Evaluation studies of the outcomes of promotion measures
    – Audits of the execution of measures and expenditure on actions.

Characteristics of the actions and programmes

The subsidy consists of EU funds covering up to 50% of the cost of information activities and activities for promoting Spanish wine in third country markets.

The level of execution of actions which receive the subsidy must reach 75% of the total budget approved for each year.

The beneficiary assumes full technical and financial responsibility for the promotional actions and for their compatibility with current community regulations.

When the subsidy is awarded, the beneficiary not only assumes responsibility for carrying out the subsidised promotional actions but also for providing evidence that they have been carried out and that the required conditions have been met.

Technical and accounting checks will be carried out in order to monitor the progress and execution of the promotional activities.

Regulations applied

* EU

  • Council Regulation (EC) 479/2008, on the common organisation of the market in wine, regulates, among the support measures specific to the sector, in article 10, the measure for promotion in third country markets.
  • Council Regulation (EC) 491/2009, of 25 May 2009, which amends Council Regulation (EC) 1234/2007, of 22 October, which creates a common organisation of agricultural markets and sets out specific provisions for certain agricultural products (Single regulation for Common Market Organisations), includes the provisions of Council Regulation (EC) 479/2008 of 29 April 2008.
  • Commission Regulation (EC) 555/2008 of 27 June 2008, which establishes the rules governing the implementation of Council Regulation (EC) 479/2008, on the common organisation of the market in wine, with regard to support programmes, trade with third countries, production potential and controls in the wine sector.
  • Commission Regulation (EU) 752/2013, of 31 July 2013, modifying Regulation (EC) 555/2008 on national aid programmes and trade exchanges with third countries in the wine sector. 

* National

* Regional

  • Subsidies for the promotion of wine in third countries are also subject to regional regulations, drawn up in each case by the competent regional bodies.
  • For details of how this subsidy is managed by the Autonomous Communities, see their web pages, the links to which can be found in the attached table

Guide to evidencing spending of the subsidy for the promotion of wine in third countries

This guide has been produced by the Markets Regulation Department of the Spanish Agrarian Guarantee Fund (FEGA), as the Coordinating Agency responsible for managing and monitoring the payment of these subsidies, to provide recipients of the subsidy with guidance on how to meet their responsibilities with regard to evidencing any expenditure eligible for subsidy.

For the correct management of funds earmarked for this measure, it is essential that the beneficiaries of this subsidy are aware of the conditions that regulate the award of the subsidy and their responsibilities as recipients of the funds.

Data from campaigns

Modification date: 31/07/2017

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