Frederico Falcão's passion for the vineyards he visited as a child has remained with him throughout the years. Today, the president of ViniPortugal, the organisation that brings together professional associations and structures linked to wine production and trade, believes that the sector is becoming more mature. The USA, Canada and Brazil stand out, but the aim is also to increase the presence of Portuguese wines in other markets. Competition is fierce, but so are the advantages. 'What sets us apart is that we have numerous terroirs and indigenous grape varieties in a small territory.'
ViniPortugal was founded in 1996. How has the wine sector in Portugal evolved in recent years?
The evolution of the national wine sector has been impressive. The difference between if we look at what the sector was like in 1996 and what it is today is enormous. Today, the sector is more mature, more professional, and more oriented towards the international market. Looking back, it's easy to see that most of the successful wine brands on the market didn't exist in 1996. Today, Portugal has established itself on the international market as a producer of excellence and a benchmark, something we couldn't say in 1996.
How have you promoted Portuguese wines in foreign markets, and what are the main actions in ViniPortugal's strategic plan?
Our external promotion in the European market and third countries has gone very well, with excellent visibility and success. Over a six-year horizon, until 2030, we want to maintain the growth of our exports based on the growth of the average price per litre of wine. Rather than looking at a total sales figure to september 2024 11 be achieved, we want to maintain this path of increasing external recognition and increasing the average selling price.
