Port Wine Market
Current Data and Potential New Markets
Market Data
The sale of Douro and Port wines totalled around 625 million euros in 2022, a "record figure" to which the recovery of the domestic market and sales of special categories contributed. "In 2022, Douro and Port wines once again surpassed the marketing record."
Sales of Port and Douro wines fell by 1% in value in 2023, reaching 615 million euros.
Portugal is "among the three fastest growing countries in US imports" and is "gaining market share". So, for the head of ViniPortugal, there's no doubt: "No market can grow as fast for us, in terms of total volume, as the USA, and that's why we're betting on it."
Portugal already exports more wine to the USA than to France, a country that has traditionally been a major consumer of Port Wine.
After the USA, Brazil (almost 1 million euros) and Canada (almost 900,000 euros) are prioritised; the next markets on the list have investments of between 6,000 euros (Russia) and 334,000 euros (China).
Historically, the main Port Wine consuming and importing countries include: the United Kingdom, the Netherlands, Belgium, the United States, Canada, France, China, Japan, Brazil, and Russia. These are just a few examples of countries that have traditionally been important to the Port trade.
New Markets for Port Wine
What markets can be explored?
Which countries are more predisposed to consuming Port Wine?
Check below
South America
Countries like Brazil and Chile have a culture of appreciation for wines and a growing market. Establishing partnerships with local importers and participating in wine events and fairs can help position the Port Wine in these markets.
Russia e East Europe
These regions have experienced an increase in the consumption of imported wines and there are opportunities to introduce Port Wine and differentiated options in the market.
Eastern Asia
Countries such as China, Japan and South Korea appreciate imported wines more and more and, thus, represent great market opportunities for Port Wine. The expanding middle class in these regions seeks premium and quality products.
North America
The United States and Canada are traditional wine markets, therefore, introducing Port Wine with different marketing strategies can attract specific consumers into new wine tasting experiences.
Oceânia
Australia and New Zealand are great wine fans and consumers.Marketing strategies are targeted towards specific consumer segments interested in quality wine, making it possible to spread Port wine presence in these markets.
"When exploring and expanding into these new markets, it's important to consider adapting one's marketing strategy, understanding the preferences of local consumers, establishing partnerships with reliable importers or distributors and participating in industry events to promote Port Wine.
In addition, investing in educational activities about the product and its unique characteristics can contribute to the successful implementation of Port Wine in new markets."
STRATEGIC DIRECTION FOR THE PORT AND DOURO WINE SECTOR
