The Portuguese wine sector is preparing for a new phase of transformation. On Thursday, at the Almeirim Multipurpose Pavilion in the Santarém district, ViniPortugal presented its updated strategic plan for the coming years.
The central mission is clear: increase the average selling price of Portuguese wine and reach EUR 1.2 billion in exports by 2030.
According to the association’s president, Mário Lima, the path to this goal requires not only selling more, but selling better. Sustainable growth, resilience, and positioning Portugal among the world's leading wine exporters are the defining pillars of this long-term strategy.
A Global Market Under Pressure
Lima highlighted the significant challenges Portuguese wine currently faces within the global environment. Overproduction combined with declining consumption has created a highly competitive landscape:
- Global wine consumption in 2024 fell to its lowest level since 1961
- Production did not decline at the same rate, resulting in a substantial global surplus
- This imbalance is pressing wine prices downward and limiting value appreciation
These conditions have slowed the growth potential of Portuguese wine throughout 2025. Nevertheless, ViniPortugal remains optimistic. Lima expects a gradual sector recovery starting in 2027, supported by major structural changes worldwide. Several key producing countries — the United States, Chile, Argentina, France, Spain, and Australia — are uprooting vineyards. This reduction in planted area is likely to ease global supply, stabilize the market, and create more favorable conditions for countries like Portugal that prioritize quality-driven exports.
Export Strategy: Focus on Key High-Potential Markets
ViniPortugal’s roadmap concentrates on strengthening the presence of Portuguese wine in two major strategic markets: Brazil and the United States.
Brazil: The Top Priority
Portugal already ranks second in sales volume, just behind Chile. According to Lima, Brazil responds exceptionally well to Portuguese promotional efforts.
Furthermore, the potential approval of the Mercosur–EU agreement could reduce Brazil’s import tariffs by 27%, a game-changing development that would significantly enhance Portuguese wine competitiveness.
United States: Underdeveloped but Full of Opportunity
Despite a recent drop in overall wine consumption in the U.S., ViniPortugal sees strong long-term potential. Portuguese wine imports remain very low in several major states, revealing a substantial opportunity for growth.
Targeted promotions, educational initiatives, and positioning Portuguese wines as quality-driven, distinctive alternatives are key priorities.
For both markets, the central message is the same: increase the average price per bottle and shift the market toward premium and super-premium tiers, ensuring economic sustainability for Portuguese producers.
Promotional Plan 2026: 83 Actions Across Events, Education, Trade, and Media
ViniPortugal also presented its extensive 2026 promotional programme, which includes:
- 25 events (tastings, trade activities, masterclasses)
- 53 educational initiatives
- 8 international trade fairs
- 15 promotional actions
- 10 communication campaigns
The strategy emphasizes greater collaboration with influencers, opinion leaders, and specialized media to amplify brand visibility and build consumer trust. By boosting high-level communication and intensifying the international presence, the goal is to reinforce Portugal’s premium image globally.
Stronger Presence at Wine Paris 2026
One of the highlights of the presentation was the announcement of a significantly expanded Portuguese pavilion at Wine Paris 2026:
- Investment up by 26% compared to 2025
- 151 producers confirmed attendance
- 969 sqm of exhibition space
- Portugal becomes the third-largest national presence, behind Italy and Spain
This major investment underscores Portugal’s ambition to be recognized as a reference point for quality, diversity, and authenticity in the global wine arena.
ViniPortugal’s new strategic plan represents a bold step towards elevating Portuguese wine on the world stage. By focusing on value over volume, strengthening global promotion, and investing heavily in strategic markets, the association aims to secure long-term sustainability and position Portugal among the top-performing wine exporters by 2030.
Despite a challenging global environment, the roadmap is clear: quality, differentiation, and strategic investment will drive the future of Portuguese wine.
Source: Vinetur