The operations and their underlying actions for which the support referred to in point (b) of Article 45(1) of Regulation (EU) No 1308/2013 is applied shall consist in promotion of Union wines on third-country markets provided that:
(a)
the products are intended for direct consumption and export opportunities or potential new market outlets in the targeted third countries exist for them;
(b)
the origin of the product is indicated as part of an information or promotion operation in the case of wine with a protected designation of origin or a protected geographical indication;
(c)
the operation supported is clearly defined, including the specification of which products may be taken into account, the marketing actions and the estimated cost;
(d)
the information or promotion messages are based on the intrinsic qualities of the wine, and comply with the legislation applicable in the third countries at which they are targeted.
Member States shall examine an application against the following criteria:
(a)
the operations and their underlying actions are clearly defined, describing the promotion activities and including the estimated cost;
(b)
assurances that the proposed costs of the operation are not in excess of the normal market rates;
(c)
assurances that beneficiaries have access to enough technical capacity to face the specific constraints of trade with third countries and have sufficient resources to ensure that the operation is implemented as effectively as possible;
(d)
evidence submitted by beneficiaries that enough products in terms of quality and quantity will be available to ensure answering the market demand in the long run after the promotion operation;
(e)
the consistency between the strategies proposed and the objectives set and the likely impact and success in increasing demand for the products concerned.
1. Having examined the applications, Member States shall give preference to:
(a)
new beneficiaries who did not receive the support referred to in point (b) of Article 45(1) of Regulation (EU) No 1308/2013 in the past;
(b)
beneficiaries targeting a new third country or a new third-country market for which they did not receive the support referred to in point (b) of Article 45(1) of Regulation (EU) No 1308/2013 in the past.
2. Member States may establish other priority criteria by indicating them in the support programme. Such other priority criteria shall be based on the specific strategy and objectives set out in the support programme and shall be objective and not discriminatory.
