Wines of Portugal is organising a roadshow in Brazil from 24 to 30 March, featuring three major professional tastings dedicated to promoting Portuguese wines. The events will take place in the cities of Recife, Curitiba and Florianópolis and will feature the participation of 15 to 17 Portuguese producers in each city.
This initiative is primarily aimed at producers interested in expanding their distribution in the Brazilian market beyond the Rio de Janeiro–São Paulo corridor, as well as raising the profile of their brands and expanding their customer base amongst the sector’s leading operators.
The main objective of the tastings is to strengthen the Wines of Portugal brand amongst local retailers, opinion leaders, influencers and trade professionals. The initiative also aims to consolidate the distinctive positioning of Portuguese wines in the Brazilian market, promoting increased listings and encouraging trading up in the off-trade channel, thereby helping to prevent a decline in the average price of Portuguese wines.
The choice of cities took into account the calendar of events organised by Wines of Portugal in recent years, as well as criteria such as purchasing power, the strength of the HORECA sector, the coverage of the network of importers and distributors, the prominence of specialist retailers, and local consumer trends.
Each tasting will be attended by around 150 invited professionals from the on- and off-trade sectors, with a particular focus on the HORECA sector, including sommeliers, importers, distributors, retailers, specialist and generalist journalists, wine and food critics, as well as opinion leaders and influencers in the areas of lifestyle and culture. Members and students from tourism and hospitality associations and schools will also be in attendance.
In addition to trade visitors, each event will also be attended by around 100 carefully selected consumers, invited in close collaboration with industry representatives in each city; personalised invitations will be sent out to ensure the attendance of a highly qualified audience keen to discover Portuguese wines.
“The Brazilian market is extremely important for Portuguese wines and for our producers. By 2025, Brazil had established itself as the third-largest export market, which underscores the strategic importance of initiatives that foster direct contact between Portuguese producers and key players in the sector. “By bringing Wines of Portugal to cities with a vibrant gastronomic scene and an audience increasingly interested in diversity and quality, we are creating new business opportunities and helping to raise the profile and value of Portuguese wines among Brazilian professionals and consumers,” says Frederico Falcão, Wines of Portugal CEO.
With this initiative, Wines of Portugal is strengthening its international promotion strategy by fostering direct contact between Portuguese producers and key players in the Brazilian market, and helping to consolidate the profile, competitiveness and value of Portuguese wines in one of the sector’s strategic markets.
