Viniportugal
“Wines of Portugal” e a “a Copo!”
ViniPortugal have two brands, “Portugal Wines”, its main brand and central element in its performance in international strategic markets. And “A COPO!” that has the aim to boost a responsible and moderate consumption of wine in a glass.
ViniPortugal it´s responsible for the management and communication of booth brands.
NEW CHALLENGES
Jorge Monteiro, CEO of ViniPortugal, regarding the main challenges for this year.
Vinhos de Portugal/Portugal Wines
The brand “Vinhos de Portugal/Portugal Wines”, owned by IVV, Wine and Vineyard Institute, is a collective brand created in 2010 to promote the image of Portuguese wines in various international markets. The Portuguese wine established himself with success in the international level by allowing a distinctive and unique experience, based in the diversity of varieties and its terroirs with also a higher consistency of quality.
A COPO
The brand “a Copo!” was created in 2010 by ViniPortugal with the aim to educate, both professionals and consumers, about the advantages associated with the consumption of good wine, “a Copo!”, and also the opportunity to access a wide diversity of wines of exquisite quality, in a moderate and responsible way and in accessible price range, avoiding the phenomenon of waste and abusive consumption.
For the point of view of who tastes the wine, the access to premium wines is facilitated enabling the taste of more than one wine per meal in a perfect harmonization with a menu, without the need to drink a whole bottle. For restaurants, bars and wine cellars, they have an advantage in providing a differentiating service, increasingly sought after, that proves to be a factor for loyalty. In this campaign, ViniPortugal values also the training of HORECA sector for a better wine service, putting together training courses and consultancy services in bars, restaurants and wine bars from North to South while distinguish those that have a high quality of wine service “a Copo”.
PRIORITY MARKETS
There are 14 priority markets for the brand Wines of Portugal, a brand managed by ViniPortugal: United States of America; Angola; Canada; China; Japan; Norway; Korea; Switzerland; Russia; United Kingdom; Germany; Sweden; and Poland. The 7 million investment for the promotion of Portuguese wines made in 2017 is concentrated in this 14 markets, including about 900.000€ to assure the presence in international fairs, Prowein/Dusseldorf and Vinexpo/Bordeaux.