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. Na sua qualidade rivalizam com os melhores do mundo.
The Wines of Portugal brand will continue to be consistently present across 4 continents and 14 strategic 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 decrease 1.2% in value.
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
14
strategic markets
8,3
millions of investment to promote Wines of Portugal in 2023
+114
annual marketing actions
ACTIONS
ViniPortugal’s action in the 14 priority markets will be supported through the implementation of a set of actions divided into four main categories – events, education, promotion, communication – and will be divided into two main areas: collective actions (with the presence of producers) and generic actions (without the direct presence 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. Supporting the strategy defined for each market, short- and medium-term returns are expected.
Events
High-impact events for the market, attended by producers and aimed at over 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.
