ViniPortugal, the association responsible for promoting Portuguese wines internationally, announced a new strategic plan today at the Pavilhão Multiusos de Almeirim in the Santarém district. The plan aims to increase the average price of Portuguese wine exports and reach 1.2 billion euros in export value by 2030. Mário Lima, president of ViniPortugal, emphasized that the goal is to achieve export growth above 3 percent while keeping import levels low and ensuring a higher average selling price. He described this price increase as essential for the long-term sustainability of the sector.
Lima explained that simply increasing sales volume is not enough; improving the value of each sale is crucial. He told reporters that reaching 1.2 billion euros in exports by 2030 is an ambitious but necessary target for the industry. The sector currently faces a challenging international environment, with global wine consumption in 2024 falling to its lowest level since 1961. Production has not decreased at the same rate, leading to a surplus of wine on the market, increased competition, and downward pressure on prices. This situation has made it difficult for Portuguese wine producers to raise their prices in 2025.
Despite these challenges, Lima expressed confidence that conditions will improve gradually from 2027 onward as supply and demand become more balanced. He pointed out that several major wine-producing countries—including the United States, Chile, Argentina, France, Spain, and Australia—are reducing vineyard acreage. This reduction is expected to ease global production pressures and bring greater stability to the market, which could help Portugal strengthen its position internationally.
Brazil was identified as a top priority for future investment. Portugal already holds the second-largest share of wine imports in Brazil, behind only Chile. Lima said that Brazilian consumers respond well to promotional efforts and that progress on a trade agreement between Mercosur and the European Union could reduce import tariffs by 27 percent, making Portuguese wines even more competitive in Brazil’s growing market.
The United States was also highlighted as a key strategic focus despite recent declines in wine consumption there. Lima noted that Portuguese wines have low market share in many U.S. states with high purchasing power, suggesting significant room for growth. The association plans to implement targeted campaigns to attract new American consumers.
ViniPortugal’s strategy centers on raising the average export price as a way to ensure economic sustainability for producers. The association will continue to prioritize quality and differentiation as guiding principles for its international promotion efforts.
For 2026, ViniPortugal has scheduled a total of 83 promotional activities worldwide. These include 25 events, 53 educational initiatives, eight international trade fairs, 15 promotional actions, and ten communication campaigns. The plan also calls for stronger partnerships with opinion leaders, influencers, and specialized media outlets to maximize impact across events, education, communication, and promotion.
The association also announced an expanded presence at Wine Paris next year. Investment in this major trade fair will rise by 26 percent compared to 2025, with 151 Portuguese producers participating across nearly 1,000 square meters of exhibition space. According to ViniPortugal, Portugal will be the third-largest exhibitor at Wine Paris after Italy and Spain.
Dining and Cooking