LONDON, UK. October 13th, 2026 – As autumn inspires a return to richer flavours and comforting seasonal dishes, six distinctive pairings featuring protected European food and drink products offer retailers and hospitality businesses new ways to surprise customers, encourage discovery and create compelling seasonal experiences.
Autumn brings a change in ingredients and eating habits, with pears, mature cheeses, cured meats, warming spices and fuller-bodied drinks taking centre stage. Retailers and hospitality operators can use this seasonal shift to introduce customers to unfamiliar combinations while giving well-known products a fresh appeal.
Products bearing European Union quality labels, including Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI), offer a useful starting point. Their characteristics are shaped by their regional origins and established production methods, creating opportunities to share authentic provenance stories through menus, in-store displays, product information and seasonal campaigns.
The EU’s More Than Only Food & Drink campaign highlights six autumn pairings, demonstrating how distinctive European products can inspire both retail merchandising and hospitality experiences.
Parmigiano Reggiano PDO from Italy and chocolate
Cheese and chocolate may not be the first combination that comes to mind, but mature Parmigiano Reggiano PDO offers an intriguing match for quality chocolate. Produced in its designated area of northern Italy from raw cow’s milk using traditional methods, the cheese is matured for a minimum of 12 months. Its savoury depth, nutty character and subtle caramel notes work alongside cocoa and roasted flavours, creating a contrast between sweetness and saltiness.
For retailers: Create a premium display featuring mature Parmigiano Reggiano PDO and European chocolate under a theme celebrating surprising flavour combinations. Smaller portions could feature in autumn gift boxes, tasting selections and speciality hampers.
For hospitality: Introduce bite-sized pieces of cheese and chocolate as a contemporary alternative to traditional petit fours, served with coffee or as part of an after-dinner tasting board.
Pêra Rocha do Oeste PDO and Prosciutto di Parma PDO
Sweet pear and cured ham provide a familiar balance of flavours, with the pairing of Portugal’s Pêra Rocha do Oeste PDO and Italy’s Prosciutto di Parma PDO adding a cross-border European story. The pear’s origins in Portugal’s Oeste region contribute to its characteristic sweetness, crispness and juiciness. Meanwhile, Prosciutto di Parma PDO is produced in the Parma area through a traditional curing process involving selected pork legs, sea salt and extended maturation. The fruit’s freshness complements the ham’s delicate savoury flavour, while gentle roasting brings out deeper autumnal notes in the pear.
For retailers: Bring the pear and ham together with speciality bread and cheese to create an easy entertaining or lunch proposition. Recipe cards could offer inspiration for crostini, warm salads and seasonal sharing platters.
For hospitality: Use fresh or lightly roasted pear with thinly sliced Prosciutto di Parma PDO in starters, flatbreads, salads or European-inspired sharing boards.
Tokaji PDO from Hungary and Roquefort PDO from France
Sweet wine and blue cheese offer an opportunity to introduce customers to the complexity of European regional products. Tokaji PDO wines come from Hungary’s historic Tokaj wine region and are made using specified grape varieties and production methods associated with the area. Roquefort PDO, produced from sheep’s milk and matured in the natural caves of Roquefort-sur-Soulzon in France, develops its distinctive blue veining, creamy texture and assertive flavour under specific local conditions. Tokaji’s sweetness and lively acidity balance the cheese’s saltiness, while fruity and honeyed notes contrast with its savoury intensity.
For retailers: Display Tokaji PDO and Roquefort PDO alongside crackers, fruit and preserves as a convenient cheeseboard combination. Tasting notes can explain the relationship between sweetness, acidity and saltiness while communicating the products’ regional origins and PDO status.
For hospitality: Offer the pairing as a dedicated cheese course, recommend the wine alongside a cheeseboard or include both products in a guided European wine-and-cheese tasting.
Swedish Aquavit PGI with roast pork and apple
The herbal and spicy character of Swedish Aquavit PGI makes it a natural candidate for pairing with autumn pork dishes. Produced in Sweden, the spirit is defined by caraway and/or dill, with its geographical indication reflecting its connection to Swedish production and traditional flavouring practices. These botanical notes complement the savoury seasonings used with pork, while apple adds sweetness and acidity to balance the richness of the meat.
For retailers: Feature Swedish Aquavit PGI with pork, apples, pickled vegetables and Nordic-inspired ingredients. Bottle tags or recipe cards could help customers bring the elements together in a seasonal meal.
For hospitality: Recommend a small serving alongside roast pork, pork belly or sausage with apple and pickled vegetables. The combination could also appear on a Nordic-themed set menu or seasonal bar-food offering.
Gouda Holland PGI from the Netherlands and coffee
Coffee and mature cheese share roasted, nutty and caramel-like flavour notes, making Gouda Holland PGI an appealing alternative to the usual sweet accompaniment. The designation requires the cheese to be produced in the Netherlands using milk from Dutch dairy farms and naturally matured within the country. As the cheese develops, its buttery texture and caramel notes can complement coffee’s roasted character, while its creaminess softens some of the drink’s bitterness.
For retailers: Position mature Gouda Holland PGI near speciality coffee and autumn brunch products, supported by simple tasting suggestions. The combination could also feature in weekend treat promotions, breakfast selections and premium gift ranges.
For hospitality: Cafés could offer a small portion of mature Gouda alongside speciality coffee, while restaurants could present the pairing as an alternative to a conventional dessert course.
Dark České pivo PGI from Czechia and chocolate pudding
Dark beer can bring a new dimension to chocolate desserts, offering an alternative to the more familiar wine pairing. Dark styles of České pivo PGI from Czechia can feature roasted malt, caramel and a characteristic bitterness that complement rich cocoa flavours. The PGI designation reflects the beer’s connection to Czech brewing traditions, including defined production methods and quality ingredients. Its carbonation also creates a useful contrast with the dense, creamy texture of chocolate pudding.
For retailers: Group selected dark beers with premium chocolate, brownies and ready-to-serve desserts in autumn entertaining or weekend promotion displays. Pairing suggestions can help shoppers select a beer style that complements their chosen dessert.
For hospitality: Add a recommended dark beer to the menu alongside chocolate pudding, tart or brownie. Smaller servings could also feature in a beer-and-dessert tasting flight.
For more information, visit the campaign website or contact [email protected].
