Wines of Portugal strengthen their presence at Wine Paris & Vinexpo Paris 2024 with a focus on exporting quality wines
The Daily spoke with Frederico Falcão, President of ViniPortugal, about the success of Wines of Portugal and some of their strategies to continue expanding their export market.
What do you consider the key factors that have contributed to the international success of Portuguese wines?
Portugal is a small country in Europe, but when it comes to wine, we are the 9th biggest exporter in the world. Although we have always produced wine, many consumers were only familiar with Port wine or some rosé wines. But we have shown the world the great quality of our wines, which is due to the unique terroirs and huge diversity of native grape varieties. When a consumer is searching for something different from a Cabernet, a Chardonnay, or even a Sauvignon, Portugal is the country where you can find those unique wines. Grapes like Touriga Nacional or Baga, among many others, are now being recognised by consumers worldwide.
With the rise in Portuguese wine exports, what new markets are you looking to expand into, and why?
Our goal is not to disperse too much when it comes to promotion. We are currently promoting in 21 markets, but also studying other markets. In the new strategic plan, new markets are under observation, such as Israel, Kazakhstan and a few others. We are looking at markets that are already experiencing growth in wine consumption, but that we also believe have the potential to grow even more.
Rather than significantly increasing export volume, our goal is to export higher-end wines, of superior quality and price.
As exports continue to grow, how is ViniPortugal ensuring that the quality of Portuguese wines meets the expectations of a global audience?
Our production in 2023 was nearly 7 million hectolitres, with close to 3 million being exported. While there is potential for growth in exports, our focus is primarily on increasing the value of our exports through higher pricing. Rather than significantly increasing export volume, our goal is to export higher-end wines, of superior quality and price. We believe that consumers worldwide have yet to experience the best of our wines.
How does ViniPortugal help wine producers showcase their products at international events like Wine Paris & Vinexpo Paris?
In 1996 the Portuguese wine sector founded ViniPortugal as the national organisation to promote the Wines of Portugal brand. We assist wine producers in promoting their wines by coordinating collective participation in wine fairs, hosting tastings and inviting journalists, importers, distributors and opinion leaders, among others, to Portugal. Our goal is to simplify the lives of our wine producers. Considering the success of Portuguese wine exports and the remarkable growth in recognition of the Wines of Portugal brand, we believe are achieving our objective.
Portuguese diversity on display
Wines of Portugal are back in numbers at Wine Paris & Vinexpo Paris this year, coming in fourth after France, Italy and Spain, with nine show areas spread over 900 sqm in Hall 5.2. France is the first world market for Portuguese wines, and they have brought together over 150 exhibitors from all of Portugal’s wine-growing regions including Vinho Verde, Porto, Douro, Trás os Montes, Dão, Bairrada, Beira Interior, Alentejo, Lisboa, Tejo, Península de Setúbal, Algarve, Madeira and Açores. They are representing the diversity of the Portuguese wine industry with close to 1,500 wines on display.
The presence of winemakers and owners on the stands as well as guided tastings promoting sustainable wines with ViniPortugal’s wine educators demonstrate the brand’s commitment to international expansion, and make a case for Portugal as one of the world’s leaders in terms of diverse wine production.
Hall 5.2 / Stand E161
