The initiative, co-funded by the European Union and led by the Greek Wine Federation and the Regulatory Council of the Jumilla PDO, seeks to emphasize the importance of origin in winemaking. The program kicks off with a national webinar hosted by Master Sommelier Evan Goldstein, focusing on the character of Greek Assyrtiko and Jumilla’s Monastrell. Following the virtual start, the campaign moves to in-person events in San Francisco on November 9–10 and Los Angeles on November 12.

In San Francisco, Peter Granoff will guide a press dinner at 25 Lusk, followed by a B2B trade networking session. The Los Angeles program at The Perch features a technical masterclass led by Master of Wine Olga Crawford, designed to provide professionals with a deep dive into the terroirs and viticultural traditions of both regions. Beyond these fall events, the multi-year project includes podcasts and ongoing educational outreach to bolster the recognition of Protected Designation of Origin schemes across the U.S. market.