PROMOTION
Wines of Portugal brand strategy
ABOUT THE BRAND
WINES OF PORTUGAL
Vinhos de Portugal/Wines of Portugal is a collective brand and communication tool for Portuguese wines around the world, in a collective effort led by the IVV - Instituto da Vinha e do Vinho (Portuguese Wine Institute).
The work to create the Vinhos de Portugal brand began in 2008 and culminated successfully in 2010. The goal? To promote the image of Portuguese wines in various international markets; to develop and implement innovative and relevant market strategies and plans to position Portugal as the hot spot on the international wine scene; to focus efforts on 14 strategic markets.
14 strategic markets
STRATEGIC BRAND OBJECTIVES
Promote brand awareness for Wines of Portugal
Developing the distinctive positioning of the Wines of Portugal brand
Based on mastery in the creation of blended wines, the diversity of native grape varieties, terroirs, and regions, as a way of lending credibility to the offering.
Establishing Portugal as the international hot spot for the wine sector
BRAND AMBITION
Achieve €1,200,000 in exports by 2030
Base this growth on the increase in the average price
Reaching New Zealand's level in creating country brand awareness
STRATEGIC MARKET OBJECTIVES
1st. Significantly expand the distribution of Portuguese wines (sell-in) and contribute to the turnover of the Portugal category (sell-out), through:
Educational support for the network of importers and distributors of Portuguese wines
Activation of consumer actions
By establishing close ties with the network of local importers and distributors and strategic partnerships with established events.
Ability to promote, stimulate, or structure interventions in the field of training
Maintaining a mixed strategy with a strong push bias
By favoring targeted activations aimed at professionals, and thus attempting to bring wines to consumers, rather than direct actions aimed at consumers.
2nd. Focus on geographical diversification, ensuring more appropriate minimum investments per country or region, enabling the Wines of Portugal brand to have an impact. Strengthen activities in Europe; maintain focus on North America and destinations with the greatest weight in exports; strategically explore high-potential markets in Asia:
In order to respond to this growth in the number of markets, but without abandoning a focus on concentration, an annual investment in the three main markets identified will be guaranteed, equal to or greater than 60% of the total investment in promotion.
3rd. Provide producers with information about markets and consumers. The strategy for Wines of Portugal involves positioning the brand, and the Portuguese wine sector, with a distinctive value proposition, aimed at specific segments of wine consumers who value the product and are willing to pay a premium price for the difference, with more targeted and closer communication, offering products at competitive prices but at higher price points, and favoring distribution channels where the difference is valued (specialty stores, wine cellars, small supermarket chains with premium positioning, restaurants, bars, wine clubs, etc.). This strategy should also be accompanied by actions that enable a rapid increase in distribution; shelf space and visibility at the regional level, especially with regional chains; and the exploitation of national mass distribution channels where there is an opportunity and interest in promoting Portuguese wines to support the distribution of producers with the capacity to follow a volume strategy.
COLLECTIVES
WITH PRODUCERS
+Push
Events
- Annual tastings
- Roadshows
- International trade fairs
- FID/Buyers’ committees
Education/Training
- Training of producers on the market
+Pull
Events
- Consumer events and fairs
- Partners with specialty magazines in the organization of B2C events
- Festivals, parties, and social solidarity events
COLLECTIVES
WITH PRODUCERS
+Push
Education/Training
- Academia Vinhos de Portugal
- Sales force training
- Participation in conferences
- Partnerships with sommelier associations
- PPP – harmonized lunches
- Reverse visits from sommeliers
- Reverse visits from Journalists
Communication
- PR and press consultancy
+Pull
Education/Training
- Actions with wine clubs
- Reverse visits from lifesytle journalists
Promotion
- Promotion in the restaurant industry
- Promotion in monopolies
- Promotion on online channels
Communication
- Advertising in leading media outlets
- Locally activated social networks
- WPT website maintenance
- PR and press consultancy
- TV/radio/podcasts
