Portugal Supplement 2004

Published: 23 July, 2008

Portugal has tough challenges to face in the UK market. A generic brand needs to be built, price points need to be pushed higher and the treasure trove of indigenous varieties needs to be exploited without confusing the consumer. But with the recent formation of the Association of Portuguese Wine Importers and a firm commitment from The Portuguese Trade and Tourism Office (ICEP) and its partner ViniPortugal to concentrate more resources on the UK market, there is every chance the wine industry can meet those challenges head on - particularly if they exhibit the same verve and enthusiasm that inspired us during Euro 2004.

Portugal has tough challenges to face in the UK market. A generic brand needs to be built, price points need to be pushed higher and the treasure trove of indigenous varieties needs to be exploited without confusing the consumer. But with the recent formation of the Association of Portuguese Wine Importers and a firm commitment from The Portuguese Trade and Tourism Office (ICEP) and its partner ViniPortugal to concentrate more resources on the UK market, there is every chance the wine industry can meet those challenges head on ? particularly if they exhibit the same verve and enthusiasm that inspired us during Euro 2004.

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