Portuguese wine exports exceed 580 million euros by September 2019
6 December 19
ViniPortugal invests 6.6 million euros for international promotion in 2020
• Portugal is the 9th largest wine exporter in the world • France, United States, United Kingdom, Brazil and Germany are the main Portuguese wine export destinations. • United States, Canada and China are the main stakes in promotion for 2020, representing 40% of the total investment Exports of Portuguese wines grew by 3.6% in value and had a 3.9% increase in average price in 2019 compared to last year, reaching over 580 million euros (data collected until September 2019). This information was presented by the Institute of Vine and Wine (IVV) at the Annual Forum of Portuguese Wines, an initiative of ViniPortugal held last Wednesday at the Caldas da Rainha Cultural and Congress Center. France (strongly influenced by Port Wine), United States, United Kingdom, Brazil and Germany form the top 5 destination markets for Portuguese wines. Noteworthy is the growth in export value compared to last year in the United States (+ 7.9%), United Kingdom (+ 22.4%), and Germany (+ 2.5%) markets. “We are a small world producer but a major player in international trade. We compete worldwide with the best and, despite some challenges and conjectural difficulties in the sector, exports have grown in value,”said Jorge Monteiro, ViniPortugal CEO. ViniPortugal's goal is that Portuguese wine exports reach € 1 billion in 2022. Overall, Portugal ranks the 9th place on the top 10 of the world's largest wine exporters. In this ranking, led by France, Portugal is positioned in value behind New Zealand and ahead of the United Kingdom. In volume, Portugal occupies the same position, behind the United States but surpasses Argentina. United States, Canada and China are the biggest promotion stakes for next year In 2020 ViniPortugal will invest 6.6 million euros in international promotion, of which 40% of this amount will be allocated to the three main markets of this strategy - United States of America, Canada and China -, which account for 2.8 million euros. Outside the community space, the marketing and promotion strategy targets markets such as Angola, Japan, Norway, South Korea, Switzerland, Russia and Mexico, with a total investment of 1.8 million euros. Despite being outside the podium of priority markets for promotion, Brazil is a strategic market for the “Wines of Portugal” brand. Finally, for the European Union, ViniPortugal has set aside two million euros for marketing and promotion, with particular emphasis on the United Kingdom and Germany. ViniPortugal's 2020 Sector Marketing and Promotion Plan, which is labeled “Wines of Portugal”, includes the organization of wine events and tastings, participation in major wine fairs such as ProWein, Germany, education sessions for professionals, masterclasses, visits by importers and sommeliers, organization and participation in consumer events. “Next year, we are committed to be part of the events promoted by third entities and less on organizing own events and promoting wine with importers,” said Jorge Monteiro. “This decision aims to move from a strategy that “pushes” the product to a strategy where it’s the market that “pulls” that product”. Promoted annually by ViniPortugal in cooperation with ANDOVI, the association that links the CVRs, the Wines of Portugal Forum aims to be a moment of analysis and debate on the reality of the national wine sector, with the contribution of regulatory and promotion entities, producers, guests from relevant areas, and the stage for the presentation of the Portuguese wine promotion strategy for the following year.
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