American Wine in the United Kingdom: RECO’s Innovative Approach to Export Growth

From October 2019 to July 2020, RECO EXPORTS collaborated with The California Wine Institute, Oregon Wine Board, and New York Wines to develop an evolving program aimed at increasing exports of American wine to the United Kingdom. The program included a significant seminar and masterclass for top-level journalists and sommeliers, followed by visits to the regions to meet with winemakers and explore the area.

The masterclass, led by a renowned Master of Wine, was held in collaboration with the United States Embassy in London for 25 industry-leading professionals and sommeliers. Additionally, tours were organized in each region for every visitor, generating over 250,000 impressions in the media. This innovative approach significantly contributed to increasing the visibility and understanding of American wines in the United Kingdom market and established new standards for their promotion.