About Wines of Portugal brand

The Wines of Portugal brand is a collective brand and a communication tool for Portuguese wines around the world. In a collective exercise led by the IVV, Instituto da Vinha e Vinho.

The work to create the Wines of Portugal brand started in 2008, culminating successfully in 2010 and promoting the image of Portuguese wines in several international markets. Developing and executing market strategies and plans so innovative and relevant, that position Portugal as the next hotspot on the international wine scene in 3 years. Focusing efforts on 16 strategic markets.

21 strategic markets.

STRATEGIC BRAND OBJECTIVES

Improving the awareness of the Wines of Portugal brand

Developing the distinctive positioning of the Wines of Portugal brand

based on the master of blends expertise, the diversity of native grape varieties, terroirs and regions in order to make the offer credible.

Highlighting Portugal as the international hotspot of the wine sector.

BRAND VISION

Alcançar os 1.000.000 de euros na exportação até 2023.

Reaching the 1.000.000 euros in exports by 2023.

Sustaining this growth on the average price increase.

Reaching the level of New Zealand concerning the creation of the Country brand awareness.

STRATEGIC MARKET OBJECTIVES

1st Significantly expand the distribution of Portuguese wines (sell-in) and contribute to the rotation of the Portugal category (sell-out), through:

Activation of consumer actions

Establishing close links with the network of local importers and distributors and strategic partnerships with established events

Progressive extension of the Wines of Portugal brand ambassadors network

Maintaining a mixed strategy with a strong push bias

that is, favoring actions aimed at professionals, and with this, trying to take the wines to the consumer, in actions of direct actions on the consumer

Educational support to the network of Portuguese wine importers and distributors

2nd To invest in the diversification of markets, guaranteeing minimum but adequate investments, by market, that allow the activation of the Wines of Portugal brand to have an impact. Strengthening operations in Europe, maintaining the focus on North America and markets with high market share and strategically exploring high-potential markets on the Asian continent:

In order to respond to this growth in the number of markets, but without abandoning the concern of concentration, an annual investment in the 4 main markets will be guaranteed, equal to or greater than 60% of the total investment in promotion.

3rd Provide Producers with information on 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 a more targeted and closer communication, with a product offer at competitive prices but at increasingly higher price points, privileging channels of distribution where the difference is valued (specialty stores, wine cellars, small.

supermarkets with premium positioning, restaurants, bars, wine clubs, etc). In addition, this strategy should coexist with actions that allow a rapid increase in distribution, shelf space and visibility at a regional level, particularly with regional chains, and the opportunistic exploitation of national mass distribution channels where the opportunity and interest to carry out promotions arises. of Portuguese wines to support the distribution of producers capable of following a volume strategy.

3rd Provide Producers with information on 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 a more targeted and closer communication, with a product offer at competitive prices but at increasingly higher price points, privileging channels of distribution where the difference is valued (specialty stores, wine cellars, small. supermarkets with premium positioning, restaurants, bars, wine clubs, etc). In addition, this strategy should coexist with actions that allow a rapid increase in distribution, shelf space and visibility at a regional level, particularly with regional chains, and the opportunistic exploitation of national mass distribution channels where the opportunity and interest to carry out promotions arises. of Portuguese wines to support the distribution of producers capable of following a volume strategy.

Collectives

With Producers

+Push

Events

  • Annual exams
  • Roadshows
  • International 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

Generics

Generics

+Push

Education/Training

  • Academy Wines of Portugal
  • Sales Force Training
  • Participation in Conferences
  • Partners 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 Restoration
  • Promotion in Monopolies
  • Promotion on online channels


Communication

  • Advertising in reference media
  • Locally activated social networks
  • WPT Website Maintenance
  • PR and press consultancy
  • TV/Radio/Podcast