How Porto Cruz is making Port cool again

Call them fortified wine’s fashionista: Porto Cruz, owned by La Martiniquaise-Bardinet, is giving Port a makeover. The mission to modernise Port isn’t all about fun colours and refreshed packaging, but key to securing the category’s long-term success, cultural relevance and broader appeal in a competitive international market.

“The widely rewarded Cruz range continues to seduce people from all over the world,” says international senior brand manager Maéva Fonsino, “and the Porto Cruz brand is committed to conveying both heritage and modernity in its range and communication.” Tradition is honoured through the production process, history of the House and high-quality wines, but the brand surges into the 21st century with vibrant packaging, the RTD Cruz Tonic and a summer campaign that promoted a fresh way of drinking Port. “We want to surprise by letting people discover the hidden facets of Port,” she continues. “One key trend for aperitifs is the demand for fresher, lighter and more modern way of consumption.”

Porto Cruz’s facilities also blend tradition with modernity. For instance, the Espaço Porto Cruz revamps an 18th century building into a trendy hotspot where visitors can discover the Porto region through art exhibits, tastings and virtual reality experiences. Here, tourists can sip cocktails, such as the sparkling signature Cruz Tonic, tangy tipple Cruz Mandarina or red-fruit treat Cruz Dark, tapping into a burgeoning interest in mixology. “Port wine works very well in cocktails because it offers a wide variety of styles, a rich aromatic complexity and a natural balance of sweetness, acidity and alcohol,” Fonsino explains. Less strong than spirits but more powerful than regular wine, Port is ideal for “creative, elegant, approachable” cocktails.

Championing excellence

Modernising Port is all about showing how it works in occasions other than just paired with Stilton after dinner. For example, Porto Cruz’s Tawny Ports’ spices and candied fruit aromas complement nut-based desserts and foie gras, whereas its Ruby Ports go well with chocolate dessert. Meanwhile, its White Port matches with fish, almonds and citrus, and Pink Port – a pick that’s gaining popularity – pairs well with red berry desserts and fish. Of course, they all still taste excellent with aged cheese, too.

Food exemplifies the quality of the liquid itself. Porto Cruz has recently developed a 50-year-old limited-edition cuvée which demonstrates the producer’s ability to create stand-out Port. “It is the result of a specific blending process aimed at enhancing the harmony and complexity of the final wine, where the perceived age during tasting also plays a role in determining approval for this particular category,” Fonsino explains. “With its deep amber colour and a multitude of intense, complex aromas (dried fruits and spices like hazelnut and curry) it offers extraordinary freshness, a structured and full-bodied palate, as well as a rich and persistent finish.”

Porto Cruz is on a mission to maintain its status as the no.1 Port brand worldwide and drive category growth. If the drinks industry was a catwalk, Port, with the producer’s trendy and bold revamp, is on its way to becoming the newest shining star.

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