What Portugal can do for the UK wine trade

Wines of Portugal is using its London tasting to push ambitious plans for the UK. According to one MW, storytelling and “exceptional value for money” will be key to the market’s growth.

A major trade tasting in London is an exciting, but not unusual opportunity. The Wines of Portugal Grand Trade and Press Tasting, however, is setting itself apart with its sheer ambition.

Its return to London on 23 February will feature 59 producers showcasing more than 570 wines. Alongside regional and producer stands, there will also be a free-pour area, spanning key categories such as wines below 11.5% ABV, wines certified under Portugal’s Sustainable Wine Growing Programme, and single-varietal expressions of lesser-known indigenous grape varieties.

Even that is a drop in the ocean when considering Portugal’s wine industry, according to Dirceu Vianna Junior MW. He comments: “It is impossible to showcase the entire diversity that Portugal has to offer in one tasting, since the country has over 250 grape varieties.”

The tasting is therefore offering two expert-led opportunities to cover the most ground in a short timeframe.

The Wines of Portugal Academy Level 1 – a perennial favourite of the tasting – returns this year. For the first time, however, it is open to the entire trade rather than just sommeliers, kicking off the day’s proceedings at 10am.

Vianna, meanwhile, will offer his own take on Portugal’s diversity and potential, with a masterclass titled ‘Off the Beaten Track’ at 2:30pm. Registration for the trade tasting and both sessions is mandatory through this link.

A tool for the trade

In a challenging period for the industry, it may be tempting to stock household names or tried and tested styles. According to Vianna, however, the tasting makes a compelling business case precisely because its wines are exciting and lesser known.

“This tasting will offer a glimpse of some of these exciting varieties to professionals that are curious and involved,” he says. “It matters to journalists, buyers and sommeliers that are interested in recommending to their guests, clients and audience something that is ‘Off the Beaten Track’ and offers great quality and exceptional value.”

Although many concerns within the wine industry are beyond its control – he cites negative news stories around growth and health – Vianna does see that the trade can reclaim agency.
Much is made of younger generations turning away from wine and towards other alcoholic drinks. For Vianna, that is a failure to engage and make the wine trade’s case.

“As an industry we must get better at storytelling, make the whole experience more interesting and offer exciting wines to capture the consumer’s attention,” he explains.

Thus, though some buyers will instinctively retreat to the best-known styles, he believes obscurity can be an opportunity. Certainly, with the right narrative, Portuguese wines can provide excitement while attending to very real consumer concerns around cost and ABV.

“Those who are interested in discovering wines of exceptional value for money – precisely why they are lesser known – and offer their clients something that cannot be found in every corner would do well to add the date of this tasting to their diary,” Vianna summarises.

Making plans

The ambition of the tasting is indicative of Wines of Portugal’s ambitions for the UK market. Currently ranking as its fourth largest export market by value (€31.8 million in the first half of 2025), the trade body is aiming to have the UK in the number one spot within the next decade.

Moreover, it has set a bold target of €1.2 billion in global export value by 2030.

“Our priority is to continue strengthening the value of Portuguese wines internationally,” says Frederico Falcão, Chairman of the ViniPortugal board (which manages Wines of Portugal). “We have seen consistent growth in average export prices, reflecting a shift towards quality, differentiation and stronger positioning in key markets.”

With the UK increasingly at the centre of its plans, the tasting will be a key opportunity for his organisation to win over more of the trade. For buyers and sommeliers, however, there is no such pressure: it promises to be an exciting showcase of one of the world’s most diverse winemaking nations.

To attend the tasting, including either session, you must register here.

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