Portuguese wines in US marketing drive

ViniPortugal, an organisation which has been promoting Portuguese wines overseas for 25 years, is to boost its investment in the US market where it expects sales to grow by two digits in 2022.

Completing a marketing tour of the US on Friday (8 April), its president Frederico Falcão told the news agency Lusa “Our objective this year is to step up our marketing campaigns here, even more so since we cannot carry out campaigns in two markets that had been growing – Ukraine and Russia.
“We are now going to redirect much of this budget to the US because it is a market with huge potential”, he said.
Exports of Portuguese wines to the United States stood at €104 million in 2021, reflecting growth of 13% which was above global growth of 8.19%. “The goal is to clearly grow more than we did last year”, said Frederico Falcão.
The ViniPortugal tour of the US undertaken using the brand Wines of Portugal, began in Boston, took in Chicago and ended in Los Angeles with presentations and wine tasting of over 200 wines, as well as the participation of dozens of producers.
In Los Angeles, the sommelier Taylor Grant who founded the wine consultancy Salutay, emphasised the relationship between quality and price with Portuguese wines. “I discovered that the wines are not just good, but they are excellent value for money”, he said.