A collective vision for a “new” Greek wine
Two decades ago, the Association of Winemakers of Northern Greece was founded with a modest charter: to gather the region’s vintners, share best practices, and promote the distinctive character of the country’s northern vineyards. Today, the group—now representing over 120 producers from Macedonia, Thrace, and Epirus—has evolved into a comprehensive advocacy and marketing organization that is changing how Greece’s wine is perceived at home and abroad.
“Greek wine has always been about the story of the land, but until recently, that story was fragmented,” says Dimitrios Kostas, the association’s president and owner of the boutique Kostas Estate in Naousa. “Our aim is to turn those fragments into a coherent narrative that consumers can recognize, trust, and most importantly, crave.”
This narrative is built on three pillars:
1) Brand-centric production — championing labeled, quality-controlled wines over anonymous bulk bottlings;
2) Education and cultural diffusion, exposing professionals and the public to the nuances of viticulture, enology, and responsible consumption.
3) Legal and geographic protection, which reinforces PDO (Protected Designation of Origin) and PGI (Protected Geographical Indication) status for the region’s most iconic terroirs.
From mountain slopes to coastal plains – a terroir worth naming
Northern Greece’s vineyards are nestled within a variety of microclimates. From the sun-kissed limestone soils of Mount Olympus to the breezy, saline-influenced vines of Halkidiki’s coastal estates, the region rivals any of Europe’s classic wine regions in diversity.
The association’s latest Regional Terroir Atlas, released in partnership with the University of Thessaloniki’s Department of Agricultural Sciences, identifies 37 unique viticultural zones and the grape varieties that flourish in each. Highlights include:
| Zone | Key Indigenous Varieties | Adapted International Varieties |
|---|---|---|
| Naousa (PDO) | Xinomavro, Negoska | Cabernet Sauvignon, Merlot |
| Rapsani (PDO) | Xinomavro, Viskato | Syrah, Chardonnay |
| Goumenissa (PDO) | Moschomavro, Mavroudi | Pinot Noir, Sauvignon Blanc |
| Epirus’s Pindus slopes | Debina, Limnion | Pinot Gris, Riesling |
| Thessaloniki’s vineyards (PGI) | Athiri, Assyrtiko | Chardonnay, Viognier |
“The map is more than a guide for tourists; it’s a strategic tool for winemakers seeking to certify their wines under the right designation,” notes Prof. Eleni Markou, a grape‑genetics specialist who contributed to the atlas.
© Ph.WINEMAKERS OF NORTH GREECE-ENOABE-XINOMAVRO
The three flagship initiatives that anchor the association
1. The Wine Roads of Northern Greece
Since its launch in 2019, the Wine Roads network has connected over 80 wineries, boutique hotels, traditional tavernas, and cultural sites, offering a navigable, itinerant experience. The platform’s interactive app is updated quarterly and suggests routes based on user preferences, such as a “sunset tasting” along the Aegean coast or a “mountain-high terroir tour” through the Pangaion hills.
Since its inception, Wine Roads has attracted 250,000 visitors—a 42% rise from 2022—and generated an estimated €18 million in ancillary tourism revenue. Local municipalities have reported a noticeable increase in off-season occupancy, highlighting the initiative’s impact on balancing the region’s traditionally summer-heavy tourism.
2. The Thessaloniki Wine & Spirits Trophy (formerly TIWC)
Now in its 24th edition, the competition rebranded last year to signal a more inclusive, forward-looking ethos. Although Greek and Cypriot producers still dominate the entries, the competition now welcomes submissions from 34 countries spanning the Mediterranean, South America, and the New World. An expanded jury panel featuring four new Masters of Wine and three Master Sommeliers from Asia and the Americas brings a broader range of palate perspectives.
“This is not just a badge of quality; it’s a bridge,” says Maria Papadopoulou, director of the Trophy’s organizing committee. “Winners gain access to export fairs, media kits, and a mentorship program that connects them with established distributors in the EU and beyond.”
The event’s impact is measurable. In 2025, 23% of Trophy-winning wines secured new export contracts, amounting to €12 million in incremental sales for participants.
3. VorOina – The “Wine & Spirits Festival”
Held annually in Thessaloniki and Athens, VorOina has become a cultural touchstone for Greeks. The festival features large-scale tastings and thematic workshops ranging from “Natural Wine 101” to “Food Pairing with Xinomavro.” In 2025, VorOina attracted over 70,000 visitors, including a record-setting 30% youth attendance (ages 21–35). This audience segment is one that the association has targeted through social media campaigns and influencer collaborations.
“This generation is looking for authenticity and stories, not just a bottle,” explains Nikos Stavrou, the event’s creative director. “By weaving music, art, and gastronomy into the wine experience, we create a memorable product.”
© Ph.WINEMAKERS OF NORTH GREECE-ENOABE-BARRELS
Legal advocacy – safeguarding the name “Greek”
In recent months, one of the association’s most pressing tasks has been revising Greece’s wine legislation. In March 2025, WNG submitted a comprehensive white paper to the Ministry of Rural Development and Food proposing stricter labeling standards.
– Stricter labeling standards requiring a minimum of 85% indigenous or region-specific grapes for any wine bearing a PDO/PGI seal;
– Mandatory traceability via QR codes linking each bottle to a digital ledger of vineyard, harvest, and bottling data.
– Incentives for sustainable viticulture, including tax credits for vineyards that adopt drip irrigation, organic pest management, and renewable energy-powered facilities.
In September, the ministry announced that all three proposals would be incorporated into the upcoming “Wine Act 2026,” which is scheduled for parliamentary debate in June. Industry analysts anticipate that the reforms will boost consumer confidence and reduce the prevalence of counterfeit or mislabeled Greek wine, which has been a problem in the market, especially in the EU’s secondary trade channels.
© Ph.ENOABE-WINEMAKERS OF NORTH GREECE-CELLAR
The road ahead – ambitions for 2027 and beyond
Looking ahead, the Winemakers of Northern Greece have outlined a four-year strategic plan targeting the following:
1) international market penetration, which involves establishing permanent tasting rooms in Berlin, New York, and Tokyo and securing distribution partnerships for at least 20 new PDO wines;
Second, digital transformation is a goal, which includes rolling out a blockchain-based traceability system for every member winery. This system will be accessible to consumers via a dedicated mobile app.
The plan also includes achieving EU organic and biodynamic certifications for 55% of member vineyards by 2028 to align with the growing demand for eco-friendly products.
Cultural heritage projects: creating a “Wine & Folklore” traveling exhibition that pairs regional myths, music, and traditional crafts with tasting sessions. This exhibition is scheduled to launch during the 2027 European Heritage Year.
“The future is about weaving wine into every fabric of life—tourism, gastronomy, education, and even technology,” says Kostas. “If we keep the conversation alive, the world will continue to discover that Northern Greece is not just a place on the map, but a destination of taste.”
