This award aims to highlight the correct course for a change, much more than rewarding what has already been done. "It reminds of Obama’s Nobel Prize", says the Revista de Vinhos when justifying the award. The Portuguese situation calls for an image strengthening in international markets. More presence, more value. But this only reveals a lack of recognition by the market. These wines are unique. Recognized by experts, but misunderstood by current consumer. They have strong features and use native varieties. Somehow this is still seen as craft. Wines of Portugal defines itself as "a world of difference" and intends that those differences speak with a single voice. This award recognizes that this is the way and wishes to enhance and encourage its implementation.