Portuguese Wine Industry Launches Five-Day Online Course as Global Consumption Drops and Gen Z Interest Declines

Wines of Portugal, in partnership with Chrand Events USA, has launched a new online course aimed at professionals in the Portuguese wine industry. The course began on October 20 and is designed to address the current challenges facing the global wine sector. The program runs for five days and includes 12 sessions, each focusing on a different aspect of the industry’s most pressing issues.

The course comes at a time when the international wine industry is experiencing significant difficulties. Global wine consumption has dropped, and there is a marked decline in interest in alcohol among younger generations, especially Generation Z. Economic instability, U.S. tariffs, and a complex geopolitical climate have also contributed to a decrease in sales in key markets. In addition, anti-alcohol and neo-prohibition movements are gaining traction, and climate change continues to impact grape production and wine quality.

Frederico Falcão, President of Wines of Portugal, said the industry has always shown resilience and adaptability, but the current environment requires a more strategic and forward-thinking approach. He emphasized that the course aims to provide professionals with the knowledge and tools needed to navigate these challenges and take advantage of new opportunities. Falcão highlighted the importance of international collaboration and expert input in preparing the industry for the future.

The course curriculum was developed by Pancho Campo, CEO of Chrand Events USA, in close collaboration with Falcão. They assembled a team of experts recognized for their experience and insight into the wine industry’s evolving landscape. Among the speakers are Rafael del Rey, former General Manager of the Spanish Observatory of Wine Markets; Robert Joseph, a well-known industry analyst; Ulf Sjodin MW from Systembolaget in Sweden; Ian Ford, CEO of Nimbility and a specialist in Asian markets; Mike Wangbickler, CEO of Balzac Communications, a leading U.S. wine marketing agency; Wendy Vallaster, an expert on the Canadian market; and Paul Mabray, a digital trends leader in the wine sector.

Chrand Events USA has a long history of working with Wines of Portugal and other Portuguese organizations. The company co-organized the Climate Change Leadership Summit in Porto, which featured President Barack Obama in 2018 and Vice President Al Gore in 2019. In 2023, they organized Wine Future Coimbra, an event that brought together key figures from the wine world, as well as personalities like Bruce Dickinson from Iron Maiden and Nobel Laureate Sir Christopher Pissarides.

The new course is part of Wines of Portugal’s ongoing efforts to support the country’s wine professionals as they adapt to changing market conditions. By focusing on education and international expertise, the organization hopes to strengthen the industry’s ability to respond to both immediate and long-term challenges. The sessions are being delivered online, making them accessible to participants across Portugal and beyond. Organizers say that the course is open to producers, winemakers, marketers, and anyone involved in the Portuguese wine trade who wants to better understand the current global context and develop effective strategies for the future.