Shining an Asian spotlight on Portuguese wines
Nimbility has added João Portugal Ramos to its portfolio, assisting with increased depth to Portuguese wine offerings across Asia. Rebecca Lo reports.
Portugal is one of the world’s oldest winemaking nations, with a celebrated maritime history that established early Asian trading posts most notably in Macau, Japan and Goa.
Today, though, despite being a country with one of the highest per-capita wine consumption rates globally, Portuguese wine has yet to conquer Asia.
Hong Kong-based drinks market and brand specialist Nimbility intends to introduce greater depth to Portuguese wine offerings beyond Port in Asia through its representation of João Portugal Ramos across the region.
Flying the flag for Portuguese wine
Widely regarded as the leading architect behind Portugal’s modern wine renaissance, João Portugal Ramos began planting his first vineyards in Estremoz, Alentejo in 1990.
Since then, the group has played a pivotal role in elevating Portuguese wine’s reputation globally through partnering with local specialists to ensure that each terroir expresses its unique identity.
Though small in size, the country has wide viticultural diversity with strong Atlantic influence, mountainous terrain, and more than 250 indigenous grape varieties—yielding a broad spectrum of distinctive terrorist and styles. Today, Ramos’ collection of estates reflects this diversity.
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Exciting frontier
“Portugal represents one of the most exciting frontiers in wine today, yet remains underrepresented across many Asian markets,” noted Francesca Martin, partner at Nimbility.
“João Portugal Ramos combines heritage, innovation, and an exceptional range of terroirs, making them an ideal partner to help us champion the category. From structured Douro reds to expressive Alentejo wines and vibrant Vinho Verde whites, the portfolio offers strong relevance across diverse consumer preferences.”
Working with Ramos, Nimbility aims to accelerate awareness and distribution of Portuguese wines across Asia to bring trade partners and consumers closer understanding of a historic yet forward looking wine culture.
‘A region of enormous opportunity’
It will focus on the group’s key brands, including the Marque de Borba range from Vila Santa winery in Alentejo, considered the heart of the portfolio with its generous, ripe style and consistent quality. From the Douro Valley, Dourum produces structured yet elegant wines within a dramatic wine landscape.
In addition, Ramos’ vibrant Vinho Verde wines offer the freshness, moderate ABV, and aromatic lift that Asian wine drinkers gravitate towards, aligning with the region’s increasing desire for lighter white wines.
“Asia is a region of enormous opportunity, with increasingly knowledgeable consumers eager to explore distinctive wine origins,” said João Maria Portugal Ramos, winemaker and second-generation Ramos family member. “Partnering with Nimbility gives us the strategic reach and market insight needed to build lasting presence and introduce the diversity of our Portuguese wines to new audiences.”
