Sip and Savor

What Sip and Savor does

Sip and Savor is a three-year EU co-funded promotional campaign (2025–2028) operating under Regulation (EU) 1144/2014, designed to increase awareness and competitiveness of European wines and deli meats in the North American market (USA and Canada). The campaign is led by Consorzio Tutela Roero — a consortium founded in 2014 representing 250+ winegrowers and producers in the UNESCO World Heritage Roero territory of Piedmont, with 8.3 million bottles of annual production, 60% of which is exported — in partnership with IVSI (Istituto Valorizzazione Salumi Italiani), the trade body representing Italy's cured meats sector since 1985. The product portfolio spans two DOCG wines (Roero Arneis white and Roero Rosso red) and ten categories of Italian deli meats (Prosciutto Crudo, Salame, Culatello, Speck, Coppa, Pancetta, Lardo, Prosciutto Cotto, Mortadella, Cotechino), all protected by PDO, PGI, or DOCG certifications.

The campaign's go-to-market is event-driven and segment-targeted rather than product-selling. It pursues three audience segments — industry professionals (importers, distributors, sommeliers, chefs), journalists and content creators, and Generation X consumers — through trade fair participation (IDDBA 2026, Winter Fancy Food Show 2026, SIAL Canada 2026), in-person masterclasses (New York Wine Studio, Manhatta, Bottino), journalist press trips to the Roero region, a three-part YouTube webinar series, and downloadable pairing/content assets. Content distribution spans dedicated USA and Canada Instagram and Facebook accounts plus a YouTube channel. Strategic execution partners include ASSICA (Italian meat processing association), and earned media collaborations with Food & Wine's Ray Isle and sommelier Dana Beninati.

The business model is grant-funded, not transactional. The European Union co-finances the campaign; the initiative itself does not sell wine or deli meat directly. There are no disclosed pricing models, no direct revenue line, and no customer contracts. Value capture accrues to the underlying 250+ Roero producers and IVSI member companies through increased trade and consumer demand downstream, but the campaign itself is a non-commercial marketing program with a fixed 2025–2028 scope.

Name

Sip and Savor

Legal name

Sip and Savor: Pairing European Wines and Deli Meats (Promotional Campaign)

Website

https://sipsavor.eu

Company type

Private

Founded year

2025

Operating status

Operating

Short description

Sip and Savor is an EU co-funded promotional campaign (2025–2028) run by Consorzio Tutela Roero and IVSI that promotes DOCG Roero wines and PDO/PGI Italian deli meats in North American markets (USA and Canada) through trade fairs, masterclasses, press trips, and digital content targeting trade professionals, journalists, and Generation X consumers.

Ownership category

akta.pro rank

Product category

EU Agri-Food Promotion Campaign

NAICS

Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310), Beverages (2080)

akta.pro primary industry

Food, Wine & Beverage Festivals/Expos (MPAGAFAE)

akta.pro secondary industries

Food, Beverage & Hospitality Trade Shows Organizers (THAHABAI), Agriculture, Food & Nutrition Congresses (THAHAJAI)

Keywords

• EU agri-food promotion
• Wine and food pairing
• Roero DOCG wines
• Italian deli meat marketing
• North American trade campaigns

Headquarters

HQ city

Desenzano Del Garda

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Marketing or Sales, Operations, Personnel, Others

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Sip and Savor is a three-year EU co-funded promotional campaign (2025–2028) under Regulation (EU) 1144/2014 that promotes Roero DOCG wines from Piedmont (Roero Arneis DOCG white and Roero Rosso DOCG red) and traditional Italian deli meats (Prosciutto Crudo, Salame, Culatello, Speck, Coppa, Pancetta, Lardo, Prosciutto Cotto, Mortadella, Cotechino) in the United States and Canadian markets. The campaign is led by Consorzio Tutela Roero in collaboration with IVSI, and delivers trade fair participation, educational webinars, masterclasses, press trips to the Roero region, and multi-channel digital storytelling targeted at trade professionals, journalists, and Generation X consumers.

Product overview

Sip and Savor is a promotional campaign co-funded by the European Union under Reg. (EU) 1144/2014, promoting European wines and deli meats in North American markets. The product portfolio consists of two main categories: Roero DOCG Wines (Roero Arneis DOCG white wine and Roero Rosso DOCG red wine) representing Piedmontese wine excellence, and Italian Deli Meats (Prosciutto Crudo, Salame, Culatello, Speck, Coppa, Pancetta, Lardo, Prosciutto Cotto, Mortadella, Cotechino) representing traditional Italian charcuterie. The campaign brings together Consorzio Tutela Roero and IVSI (Istituto Valorizzazione Salumi Italiani) to promote quality, sustainability, and authenticity of European agri-food products.

Differentiator

Problem solved

Functional benefit

Brands

• Sip and Savor Campaign: Promotional campaign for European wines and deli meats featuring Roero DOCG wines (Arneis and Rosso) and Italian deli meats (Prosciutto crudo, Salame, Culatello, Speck, Coppa, Pancetta, Lardo, Prosciutto cotto, Mortadella, Cotechino).

Products and services

• Roero Arneis DOCG A refined and harmonious white wine made from Arneis grapes grown in the Roero region since the 15th century, featuring bright straw yellow color with notes of white flowers, green apple, and herbs. Promoted by Sip and Savor to North American importers, distributors, sommeliers, and chefs as a PDO/DOCG-certified European white wine for pairing with Italian deli meats.
• Roero Rosso DOCG An elegant and structured red wine made from Nebbiolo grapes, featuring ruby red color with smooth tannins and aromatic notes of ripe red fruits, dried flowers, and spices. Promoted by Sip and Savor to North American trade professionals and consumers as a DOCG-certified Piedmontese red wine for pairing with Italian charcuterie.
• Prosciutto Crudo A dry-cured Italian ham made from selected pork legs, characterized by an aromatic and tender profile, a pear-like shape, and a delicate flavor with uniformly pink slices. Promoted by Sip and Savor to North American importers, distributors, and chefs as a PDO/PGI-certified Italian deli meat to pair with Roero wines.
• Salame A dry-cured Italian sausage with countless regional varieties ranging from delicate to intense, known for a compact texture, an unmistakably aromatic scent, and centuries-old heritage. Promoted by Sip and Savor to the North American trade as a traditional Italian deli meat with PDO/PGI certification.
• Culatello One of the most prized Italian deli meats, made from the rear part of the pork leg and featuring a soft velvety texture with a delicate, refined taste after slow aging. Promoted by Sip and Savor to North American premium food trade and consumers as an aged Italian charcuterie to pair with Roero Rosso DOCG.
• Speck A smoked cured meat from northeastern Italy that blends Central European and Mediterranean traditions, featuring a spicy and smoky flavor with a flat, elongated shape. Promoted by Sip and Savor to the North American trade as a PDO/PGI-certified Italian deli meat for food pairing experiences.
• Coppa A soft-textured cured meat made from the upper pork neck with a bold yet delicate flavor, featuring a cylindrical shape and a bright red interior. Promoted by Sip and Savor to the North American food trade as a traditional Italian charcuterie with PDO/PGI certification.
• Pancetta A versatile cured meat made from pork belly with a balance of muscle and fat, available in flat or rolled shapes with a rich yet delicate taste. Promoted by Sip and Savor to North American importers and chefs as a PDO/PGI-certified Italian deli meat suited to multiple pairing applications.
• Lardo A cured meat with a soft, buttery texture made from pork back fat, characterized by a delicate aromatic flavor and traditional curing methods. Promoted by Sip and Savor to the North American trade as a heritage Italian cured meat to pair with Roero Arneis DOCG.
• Prosciutto Cotto A cooked cured meat made from boneless pork thighs slowly cooked in special ovens, featuring a sweet, delicate, and harmonious flavor. Promoted by Sip and Savor to North American foodservice and retail buyers as a cooked Italian deli meat option within the campaign's PDO/PGI portfolio.
• Mortadella A cooked cured meat combining finely minced pork with diced pork fat, pepper, and sometimes pistachios, featuring a soft, fragrant, slightly spicy profile. Promoted by Sip and Savor to the North American food trade as a versatile PDO/PGI-certified Italian deli meat for pairing and recipe applications.
• Cotechino A traditional Italian cooked cured meat made from lean pork finely ground and seasoned with salt, pepper, and spices, cylindrical in shape and weighing 500g to 1kg. Promoted by Sip and Savor to the North American food trade as a traditional Italian charcuterie product with PDO/PGI certification.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor and core.

• Manhatta (New York)minorGTM or Marketing Partner · 1 February 2026An iconic New York venue overlooking the Financial District that hosted the 'Sip & Slice: Roero Wines and Charcuterie Pairing from Europe' masterclass for trade professionals.
• Bottino (New York)minorGTM or Marketing Partner · 1 February 2026A landmark Italian restaurant in New York City that hosted a press event for Sip and Savor featuring Executive Wine Editor Ray Isle of Food & Wine magazine and chef/sommelier Dana Beninati.
• ASSICA (Associazione Industriali delle Carni e dei Salumi)minorStrategic or Co-development Partner · 1 February 2026The Italian meat processing industry association. Director Davide Calderone presented at the IDDBA 2026 masterclass, highlighting the cultural value, production tradition, and quality standards behind products promoted by the initiative.
• New York Wine StudiominorStrategic or Co-development Partner · 1 October 2025A leading wine education institution in the U.S. that hosted a dedicated educational session for Sip and Savor on February 4, 2026. The session featured guided tastings of Roero Arneis DOCG and Roero Rosso DOCG paired with Italian deli meats.
• Consorzio Tutela RoerocoreStrategic or Co-development Partner · 1 January 2025The project leader of the Sip and Savor campaign. Founded in 2014, the Consortium represents the entire Roero territory and brings together over 250 members including winegrowers and producers. With an annual production of over 8.3 million bottles (60% exported), Roero is a UNESCO World Heritage Site. The Consortium oversees the Roero DOCG appellation featuring Arneis (white) and Nebbiolo (red) wines.
• IVSI – Istituto Valorizzazione Salumi ItalianicoreStrategic or Co-development Partner · 1 January 2025Founded in 1985, IVSI promotes the entire Italian cured meats sector, bringing together meat processing companies, trade associations, protection consortia, and other collective organizations. It serves as a reference point for cultural, nutritional, and production-related information about Italian cured meats. In 2018, IVSI launched the IVSI Manifesto, a charter of values outlining principles shared by member companies including tradition, quality, transparency, and territorial identity.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Consorzio Franciacorta: Italian DOCG sparkling wine consortium with a strong international promotional program targeting trade and consumers in North America and beyond. Operates with the same consortium + appellation + overseas education model and pursues overlapping sommelier, chef, and media channels.
• Wines of Germany (Deutsches Weininstitut): German wine promotional organization funded by a comparable EU-member agricultural promotion framework, with active US and Canadian market programs. Operates the same event-driven, trade-and-consumer promotional playbook and competes for overlapping EU agri-promotion budgets and North American trade attention.
• Prosciutto di San Daniele Consortium: Italian PDO consortium for Prosciutto di San Daniele with a dedicated North American promotional program. Directly comparable as a cured-meat PDO body running trade and consumer-facing campaigns in the same markets and through the same channels (sommeliers, chefs, importers, specialty retail).
• Consorzio di Tutela del Prosciutto di Parma: Italian PDO consortium for Prosciutto di Parma with an active North American promotional program. Comparable as a PDO-protected Italian cured meat consortium investing in trade engagement and consumer education in the US/Canada — directly overlapping with the salumi half of Sip and Savor's portfolio.
• Consorzio Vino Chianti Classico: Italian DOCG wine consortium promoting Chianti Classico wines internationally, including in North America. Operates with the same consortium-led, EU-aligned promotional model as Sip and Savor, combining producer membership (300+), appellation regulation, and overseas trade/consumer marketing.

Broad incumbents

• ICE - Italian Trade Agency: Italian government entity promoting Italian products abroad including wine and food in North America. Operates a much broader portfolio than Sip and Savor but runs overlapping channels — trade fairs, B2B matchmaking, press events — that compete for the same importers, distributors, and trade press attention.
• Sopexa: Long-established French food and wine promotional agency with deep North American operations. Runs category- and country-of-origin promotion for French agricultural products with a comparable trade fair, education, and PR playbook to Sip and Savor, making it a structural competitor for similar EU agri-food budget.

Others

• European Research Executive Agency (REA) - EU Promotion Programmes: EU agency that administers co-funding for agricultural promotion campaigns under Reg. (EU) 1144/2014 — the very regulation under which Sip and Savor is funded. Relevant as the institutional funder/competitor for grant budgets and as the body that selects campaigns competing with Sip and Savor for promotional spend.

Regional players

• Alto Adige Wine Consortium (Consorzio Vini Alto Adige): Northern Italian wine consortium running active international promotion including in the United States. Comparable as another Italian regional wine body using trade fair participation, masterclasses, and importer engagement to build presence in the same North American trade channels.
• Consorzio di Tutela dei Vini del Barolo (Enoteca Regionale del Barolo): Piedmontese DOCG wine consortium for Barolo based in the same region as Roero. Comparable as a neighboring Italian appellation promoting premium Nebbiolo-based wines internationally, competing for the same importer/educator attention and shelf space that Sip and Savor targets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@SipandSavoreu
• Facebookfacebook.com/sipandsavor.us
• Instagraminstagram.com/sipandsavor.us

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sip and Savor