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Market :
United States (Multi-city).
Sector :
Wine.
Service :
Implementing Body Support / Operational Marketing.

Taste The Difference

Operational Execution & EU Campaign Activation
The Challenge:

The Challenge: From EU Regulation to the American Professional’s Glass

The U.S. market is a highly fragmented environment with complex technical regulations. Excom’s challenge was to act as the specialized on-the-ground executor, capable of landing the "Taste The Difference" (TTD) campaign under the "Enjoy, it’s from Europe!" framework.
Our main objective was to ensure full administrative compliance with European Commission standards while guaranteeing the visibility of EU quality schemes (PDO/PGI) before a saturated professional audience.
El Reto:

De la Normativa Europea a la Copa del Profesional Americano

El mercado de EE. UU. es un entorno de alta fragmentación y regulación técnica. El desafío para Excom fue actuar como el brazo ejecutor especializado en destino capaz de aterrizar la campaña "Taste The Difference" (TTD) bajo el marco "Enjoy, it’s from Europe!".
El objetivo principal fue asegurar el cumplimiento administrativo de la Comisión Europea mientras se garantizaba la notoriedad de los sellos de calidad ante una audiencia profesional saturada.

Our intervention focused on managing assets in the destination market, transforming regulatory objectives into measurable commercial actions through four strategic pillars:

Specialized Recruitment: Direct management of target audiences, stakeholders, and key influencers to ensure the attendance of high-level profiles with decision-making and purchasing power.

Public Relations & Communication: Media outreach specifically tailored to the campaign’s visibility and awareness goals.

Technical Implementation of B2B Formats: End-to-end execution of experiential marketing activations (Trade Fairs, Masterclasses, Workshops, and Walk-around Tastings), managing both operational direction and complex product logistics.

Compliance & Reporting: Technical execution strictly aligned with EU budgets and regulations. We implemented proprietary tools for administrative justification and generated the high-impact reports required by the REA.

We deployed an operational roadmap centered on creating real connections between the
product and the market:

Trade Fair Participation: Comprehensive management at leading industry events such as USA Trade Tasting and Worlds of Flavor.

Masterclasses & Workshops: Technical sessions designed to educate the value chain, ensuring professionals connect directly with the products and producers under the campaign’s quality schemes.

Trade Relations: A continuous communication programme with personalized outreach to secure impact among key buyers.

Impact

Geographical Coverage NYC, Miami,
Chicago, Houston,
Napa Valley
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Professional Tastings served under strict technical protocols.
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Professionals directly engaged through B2B events.
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Audience Segmentation

30% Importadores y distribuidores
35% HORECA y Wine Retail
19% Sommeliers
16% Medios

Critical Capabilities Deployed

Implementing
Body Support

Technical-financial support under
Regulation (EU) 1144/2014.

Glocal
Operations

Complex logistical execution across multiple U.S. states simultaneously.

Value
Network

Direct connection with the three-tier distribution system in the U.S.

Administrative
Guarantee

Funds management with
reporting systems fully
compliant with EU standards.