Portuguese Wine Industry Targets €1.2 Billion in Exports by 2030 With €8 Million Global Push

ViniPortugal, the association responsible for promoting Portuguese wines internationally, has announced an investment of 8.07 million euros in 2026 to boost the global presence of its wine industry. The plan was presented this week at the Pavilhão Multiusos de Almeirim, in the Santarém district of Portugal. Frederico Falcão, president of ViniPortugal, outlined the main goal: to reach 1.2 billion euros in wine exports by 2030. He emphasized that the strategy is not only to increase sales volume but also to raise the average selling price, which he considers essential for the sector’s long-term sustainability.

Falcão explained that the international wine market is currently facing significant challenges. In 2024, global wine consumption dropped to its lowest level since 1961, while production did not decrease at the same rate. This imbalance has led to a surplus of wine on the market, intensifying competition and putting downward pressure on prices. As a result, Portuguese wine producers have found it difficult to increase the value of their exports in 2025.

Despite these obstacles, ViniPortugal remains optimistic about future prospects. The association expects a gradual improvement starting in 2027 as several major wine-producing countries—including the United States, Chile, Argentina, France, Spain and Australia—are reducing vineyard areas. This reduction is expected to ease global production pressures and bring more stability to the market, potentially benefiting Portuguese exporters.

A significant portion of ViniPortugal’s new investment will be directed toward Brazil. Portugal is already the second-largest wine exporter to Brazil by volume, behind only Chile. Falcão noted that Brazilian consumers have responded well to previous promotional efforts and sees further potential for growth if trade barriers are reduced. He expressed hope that progress on a trade agreement between Mercosur and the European Union could lower import tariffs by 27 percent, making Portuguese wines more competitive in Brazil.

The United States is another key target for expansion. Although overall wine consumption there has slowed recently, Falcão pointed out that Portuguese wines still hold a small share in many states with high purchasing power. The association plans to implement targeted campaigns aimed at attracting new American consumers.

ViniPortugal’s strategy for 2026 includes a total of 83 promotional activities worldwide. These will involve 25 events, 53 educational initiatives, eight international trade fairs, 15 promotional actions and ten communication campaigns. The association also plans to strengthen partnerships with opinion leaders, influencers and specialized media outlets to maximize impact across events, education, communication and promotion.

One highlight of next year’s agenda is Portugal’s increased presence at Wine Paris, one of Europe’s leading wine trade fairs. The country will send 151 producers and occupy a space of 969 square meters—an investment increase of 26 percent compared to 2025. This will make Portugal the third-largest exhibitor at the event after Italy and Spain.

Throughout his presentation, Falcão reiterated that raising the average export price remains central to ViniPortugal’s approach. He stressed that focusing on quality and differentiation will continue to guide their efforts as they work to strengthen Portuguese wines’ position in international markets.