Leiria, Portugal, Nov. 28, 2024 (Lusa) - ViniPortugal, Portugal's interprofessional wine organisation, wants to reach €1.2 billion in exports by 2030, its president Frederico Falcão told Lusa on Thursday.
"Reaching €1.2 billion in exports by 2030, an average price of €3.19 per litre and achieving the goal of 40% of companies certified in sustainability" are the goals of ViniPortugal's Strategic Plan 2030, said Frederico Falcão on the sidelines of the Annual Forum of Wines of Portugal, held today in Leiria.
In 2023, exports totalled €925 million.
Frederico Falcão considered that "sustainability is one of the words that are most in vogue or most talked about in world terms", acknowledging that, in this regard, "Portugal was a little late" when competitors in the world market "already had national plans for certification and sustainability in the wine sector".
According to him, although there wasn't "a plan and certification", 'many producers were working sustainably".
"Basically, certification is evidence that producers are complying with a certain standard," he said, explaining that ViniPortugal's aim with this objective is to “also give a signal to consumers around the world that wine producers in Portugal are concerned about sustainability and are certified in sustainability”.
ViniPortugal represents over 80% of the country's wine and grape producers.
"On average, around 500 [companies] take part in international promotional activities with us yearly," said the president.
ViniPortugal, founded in 1996, is Portugal's inter-professional wine organisation, "the managing body of the “Wines of Portugal” brand and its mission is to promote the quality and excellence of Portuguese wines".
According to its website, it brings together associative structures and professional organisations linked to trade, production, cooperatives, distillers, farmers, and designations of origin.
According to the same source, "through ViniPortugal, the “Wines of Portugal” brand is consistently present on four continents and in 21 strategic markets".
"With an annual investment of more than €8 million, it organises more than 100 actions each year to promote Portuguese wines, involving more than 400 national economic agents," he said.
Frederico Falcão said that in 2024, "the same marketing investment will be maintained, reducing markets [to 14]", with a focus on "more strategic markets to have more critical mass".
Of the 14 markets, the president of ViniPortugal highlighted the USA, Canada and Brazil, which "will account for around 50% of the investment".
SR/ADB // ADB.
Lusa
