In a context of profound transformation of the North American wine market, quality European wine continues to be a benchmark for consumers in the United States and Canada, who are increasingly attentive to the origin of products, environmental sustainability, and the link with the territory. The latest industry analyses indicate that, despite stabilizing volumes, the value of the market is sustained by growing demand for products that offer guarantees in terms of quality, traceability, and environmental responsibility.

This is the backdrop for the Ecceamerica Project, co-financed by the European Union and promoted by Unaprol – Consorzio Olivicolo Italiano (Italian Olive Consortium) and the Confederação dos Agricultores de Portugal (CAP), pursuant to Regulation (EU) No. 1144/2014, with the aim of strengthening the knowledge and positioning of quality European agri-food products in non-EU markets. The project promotes Portuguese organic wine and European organic extra virgin olive oil in an integrated manner, two products that are emblematic of a European agricultural model geared towards sustainability, quality, and the enhancement of rural areas.

The project is being developed in a complex and highly competitive market such as the US. According to a study on the US wine market carried out by the marketing agency “OhBev” and presented in 2024, the sector is undergoing a phase of volume stabilization, accompanied by growth in overall value, driven by greater attention to quality, origin, and credibility of production. This evidence is also confirmed by the latest international analysis of the alcoholic beverages sector (IWSR – Global Beverage Alcohol Trends), which shows a growing polarization of demand towards products capable of communicating clear added value. The same OhBev analysis highlights how the impact of recent tariff measures on European wines has not led to a structural advantage for US domestic production, but has contributed to making the market more selective. As a result, consumers are increasingly inclined to choose wines that express recognizable values, reliable supply chains, and transparent production methods. This trend also characterizes the Canadian market, where official data on wine sales and imports indicate a growing focus on product origin and certification systems.

It is in this scenario that Portuguese organic wine finds a consistent and distinctive positioning. Within the Ecceamerica Project, Portugal is one of the main protagonists, spokesperson for an agricultural and cultural heritage deeply rooted in European tradition and increasingly oriented towards organic and sustainable viticulture practices.

The CAP plays a central role in supporting this process. As the country’s leading agricultural organization, the Confederation has been working for over 50 years to support wine and olive producers in implementing European sustainability policies, promoting the adoption of low environmental impact agricultural practices, responsible management of natural resources, protection of biodiversity, and improving the resilience of farms to climate change. This commitment also translates into support, training, and representation activities aimed at strengthening the sector’s competitiveness on international markets. At the same time, oil millers involved in the production of organic extra virgin olive oil are investing in increasingly sustainable production processes, focusing on energy efficiency, waste reduction, the valorization of processing by-products, and the preservation of traditional olive groves. These actions contribute to strengthening the credibility of the entire European agri-food chain in its dialogue with North American markets and beyond.

Through a comprehensive program of information and promotional activities, the Ecceamerica Project aims to continue strengthening the perception of Portuguese organic wine and European organic EVO oil as expressions of European excellence, capable of combining quality, authenticity, and respect for natural resources. This message is fully consistent with the European Union’s strategy of promoting the role of sustainable agriculture as a concrete response to global market challenges.

In line with a cultural and responsible approach to consumption, wine is presented as an integral part of the European food tradition, to be enjoyed consciously and in moderation, as part of a balanced lifestyle.

For more information on the Ecceamerica Project, visit the official website https://ecceamerica.eu/ and follow the Facebook and Instagram pages to stay up to date on events, content, and insights.