PROMOTION
National and international promotion
Until 2030, ViniPortugal will continue to focus on conveying the message that Portuguese wines remain authentic and strongly representative of Portuguese character.
Until 2030, ViniPortugal will continue to focus on conveying the message that Portuguese wines remain authentic and strongly representative of Portuguese character.
With a heritage of more than 250 native grapes, Portuguese wines offer a unique experience, taking advantage of the diversity of Portuguese terroirs and grape varieties, thanks to the techniques and people who make them. In their diversity, they are versatile and gastronomic. In their quality, they rival the best in the world. In their diversity, they are versatile and gastronomic. In their field, they compete with the best in the world.
The Wines of Portugal brand will continue to maintain a consistent presence across four continents and 15 priority markets. With an investment of 8.39 million euros for 2023, 114 annual actions will be carried out to promote Portuguese wines, with the direct participation of national producers. The USA, Brazil, Canada and China will be the greater focus for the promotion of Portuguese wines, with 51% of the budget for these four countries. The events for professionals and consumers will be a major component of promotion, although losing in markets where distribution is already extended and/or markets already recognized by consumers.
Today, Portuguese wine international reputation is unquestionable. Portuguese wine exports also confirm the sector’s dynamism. In 2023, exports of all types of wines decreased by 1.2%.
There is still much to be done to reinforce the reputation and value of the Wines of Portugal brand, but the results show that the sector is on the right track and that the future is promising.
STRATEGIC PLAN
15
Strategic markets
8,3
Millions of investment to promote Wines of Portugal in 2023
+114
Annual marketing actions
ACTIONS
ViniPortugal’s activities in the 15 priority markets are supported by a series of initiatives organized under four main categories – events, education, promotion, and communication – and are divided into two main areas: collective initiatives (involving producers) and general initiatives (without the direct involvement of producers).
The set of actions to be implemented by market is defined according to the maturity stage of that market for the Wines of Portugal brand, measured in terms of consumer appetite, awareness, and penetration of Portuguese wine.
According to the maturity stage of the market, more “push” or more “pull” actions will be applied in line with the strategy defined for each market.
Education/training
Set of actions aimed at increasing knowledge about Portuguese wines for up to 30 professionals. Not requiring producers to travel and can take place at the market or in Portugal. A medium to long term return is expected.
Communication
Set of resources that enable the visibility and communication of the Wines of Portugal brand. Supports the strategy defined for each market, and returns are expected in the short and medium term.
Events
Series of high-impact events for the market, featuring producers and attended by more than 100 guests. They can be for professionals and/or consumers.
A short and medium-term return is expected.
Promotion
Set of actions developed to gain shelf visibility for Portuguese wines. They are a diverse set of incentives in wine shops, supermarkets, and restaurants, which aim to stimulate demand for our wines. A short and medium-term return is expected.
