In 2013, ViniPortugal will continue to convey the message that Wines of Portugal remain genuine and of strong Portuguese character. Being faithful to a heritage of over 250 indigenous grape varieties, Portuguese wines are able to provide a unique experience either by the way they take advantage of the diversity of Portuguese grape varieties and terroirs or by the techniques and people who create them. In their diversity they are versatile and gastronomic. In their quality they rival with the best in the world.
The brand Wines of Portugal will continue to be present consistently across four continents and 10 strategic markets. With an annual investment of 7 million euro, over 100 annual Portuguese wines promotion actions will be carried out, involving around 350 national economic agents. The U.S.A. and Brazil will continue to be a major bet for the promotion of Portuguese wines, with 41% of the budget allocated to these two countries. More than 50% of the budget will be spent on trade and consumer events. Education (21%) and communication (22%) are two other components with quite some weight in the promotion plan.
Today, Portuguese wine international reputation is unquestionable. Portuguese wine exports also demonstrate this sector's dynamism. In 2011 exports of still wines grew 10% in value. In 2012 they continued to grow at the same rate.
It is acknowledged that much remains to be done to enhance the notoriety and value of the brand Wines of Portugal, but results show that the sector is on the right track and that the future is promising.
ViniPortugal's action in the eleven priority markets is focused on four action areas: events, promotion, education & training and communication:
- Events: high market impact set of actions, with the presence of economic agents and aimed at more than 100 guests.
- Education/Training: set of actions aimed at increasing the knowledge about Wines of Portugal, where up to 30 professionals are invited.
- Promotion: set of actions designed to develop and accelerate sales of Wines of Portugal in the market. A diverse range of incentives in wine shops, supermarkets and restaurants aimed at stimulating demand for our wines.
- Communication: A set of resources that enable the "Vinhos de Portugal / Wines of Portugal" brand visibility and communication.