With the aim of strengthening the awareness of the Wines of Portugal brand and promoting the diversity and quality of Portuguese wines to an international audience, Wines of Portugal has prepared a promotion program in Japan, in line with the approved Promotion Plan for 2025, which includes two major initiatives.


On June 21 and 22, Wines of Portugal will be present at the Portugal Pavilion at Expo Osaka 2025, with the representation of seven producers from different wine regions: José Maria da Fonseca, Mainova, Quinta São Sebastião, Niepoort, Quinta Vale d'Aldeia, Sociedade dos Vinhos Borges and Soito Wines.

During the two-day event, each producer will present four wine references, in an exclusive event that will take place on the outdoor terrace of the Portugal Pavilion, which offers a panoramic view of the Expo site. The initiative is expected to attract between 80 and 100 visitors a day, including professionals from the sector, the curious and wine lovers, who will have direct and sensory contact with the best of what is produced in Portugal.


On June 23, Wines of Portugal is organizing the Wines of Portugal Grand Tasting in Tokyo, a professional event that will bring together around 200 professionals from the sector and 100 consumers in a tasting and networking space.

The morning will be reserved for B2B meetings between Portuguese producers and Japanese importers, promoting new export and market entry opportunities. The event also includes a Harmonized Seminar led by the prestigious Sommelier Kazumi Inose, aimed at 40 local professionals, boosting knowledge about Portuguese wines in Japan.


For Frederico Falcão, Wines of Portugal Chairman, "The presence of Portuguese wines at Expo Osaka 2025 and the Grand Tasting in Tokyo are decisive steps in strengthening the Wines of Portugal brand in this demanding and sophisticated market. Japan values products with identity, history and quality, characteristics that define our wines. These actions represent a unique opportunity to bring Portuguese producers closer to Japanese consumers and professionals, creating lasting bridges for the future."

In 2024, Japan accounted for more than 7.9 million euros in exports of Portuguese wines, which corresponded to 2 million liters. Given its relevance for Portuguese wines, this type of action is essential to be explored in the Japanese market, making known the quality and diversity of national wine.