Wines of Portugal

Wednesday, 10 March 2010 00:00

The Portuguese Ministry of Agriculture will spend €50 million on the promotion of Portuguese wines over the next four years, up from around €15 million in the previous four years. A new umbrella brand for Portuguese wines will feature an eye-catching logo with the slogan “Wines of Portugal: a world of difference.” The 12-month development of the new brand was led by the Instituto do Vinho e da Vinha (IVV), a department within the Portuguese Ministry of Agriculture, in consultation with ViniPortugal, the regional wine boards (CVRs) and wine producers. The IVV worked with the Lisbon-based brand design and strategy agency Brandia Central, as well as Wine Intelligence. Wine Intelligence focused on the U.S. and the U.K., the biggest markets for Portuguese wines in value terms after Angola.