In October, Wines of Portugal is organising its first roadshow in the Benelux, ‘From Wine to Soul’, with three events in Brussels, Amsterdam and Luxembourg, which will take place on the 26th, 27th and 28th, respectively. The aim is to raise awareness of Portuguese wines among consumers and professionals in the region, through a format that combines professional tastings and cultural experiences open to the public.

Each city will host a daytime session dedicated to the press, sommeliers, retailers and industry professionals, and an evening session for consumers, combining wine, food and live music. In Brussels, the event will take place at CAB, in Amsterdam at H'ART and in Luxembourg at Sofitel.

Portugal is currently one of the ten largest wine exporters worldwide, with almost half of its production being sold to international markets. Belgium has consolidated its position as a top destination, with exports of €19.1 million in the first half of 2025, growing 5.3% in value and 11.7% in volume, with still wines standing out (+31.4%). The Netherlands ranks seventh, with €22.9 million in the same period (+7.2%), but remains a challenging market due to the decline in still wines, despite the strong appreciation of Port Wine. Luxembourg, although not among the top 15 markets in terms of volume, represents a strategic niche due to the sophistication of its consumers and the potential for gastronomic harmonisation.

Regarding this initiative, Frederico Falcão, Wines of Portugal CEO, believes that ‘From Wine to Soul represents a strategic opportunity to show the Benelux market the excellence, diversity and sustainability that define Portuguese wines. It is a moment to strengthen our proximity to professional audiences and consumers in one of the most demanding and curious European contexts.’

This roadshow is part of Wines of Portugal international promotion plan and aims to create business opportunities, reinforcing Portugal's position as one of the major players on the international wine scene.