Mediterranean Aperitivo, a three-year EU-funded project focusing on high-quality ingredients for this modern ritual from Italy and Greece, is celebrating the success of its integrated campaign. The activity aims to raise awareness among consumers, bartenders and restauranteurs of the quality of four much-loved products with European Geographical Indication,that together make up the Mediterranean Aperitivo experience including:
- Vermouth di Torino PGIis an aromatised wine with a heritage and provenance going back to the foot of the Italian alps over two centuries ago
- Pecorino Toscano’s PDO seal guarantees it is only made in the designated areas, with sheep’s milk from Tuscany and neighbouring areas in Viterbo, Lazio, Perugia and Terni in Umbria
- Costa d’Amalfi PGI Lemons are grown in an area of 1,000 acres on the Amalfi Coast. renowned for their quality and provenance
- Olives from Greece are an integral part of the Mediterranean diet.
Speaking after Mediterranean Aperitivo’s press event in London last month, attended by food and drink writers, Roberto Bava, President of Consorzio del Vermouth di Torino, said: “Mediterranean people are well experienced at enjoying life to the full, and a Mediterranean Aperitivo, with a superb cocktail and delicious food, is perfect for a night in or out with friends. Here in the UK, consumers increasingly recognise the value of PDO and PGI-certified products, and this integrated campaign has focused on highlighting everything these quality European food and drink products have to offer to consumers and importantly, bartenders and restauranteurs.”
Over the campaign period, exports to the UK of Pecorino Toscano PDO cheese rose from €118,860,13 in 2021 to €456,647,06 in 2023, while Costa d’Amalfi PGI Lemons increased from €53,649.34 in 2021 to €438,069.06 in 2024. Olives from Greece went from €26,905,904 for 2021 to an impressive €35,364,729 in 2022. Exports fell between 2022 and 2023, due to a decline in production because of weather conditions, causing a shortage of supply, but not demand, as shown by olive exports hitting €23,003,660 in the first three months of 2024. As a result of the campaign and its activities, supported by industry ambassadors, Vermouth di Torino continues to prove itself as key ingredient on menus across the country, with many bartenders and restauranteurs experimenting with new usages in cocktails and an "aperitif for anytime".
The growth in UK sales of Mediterranean Aperitivo ingredients during this three-year campaign is testament to its effectiveness, with campaign activations including educational seminars for professionals and participation in numerous industry activities and celebrations. While also confirming the growing Mediterranean Aperitivo trend for consumers, who are continuing to seek out premium experiences to enjoy these ingredients at home or in out of home settings.
