Talking to Drinks International the Commission’s president Manuel Pinheiro said: “Portugal is undergoing a very challenging phase. The internal market is in recession and will remain so, all through 2013.
“Exports on the other hand are booming, this year 12% up from 2011 which was our record year. The good news for the client is that, given the recession, labor costs are being reduced and therefore very interesting wines will have an excellent value in the near future.”
The CVRVV unveiled a €5m, three-year marketing investment just over a year ago to raise the profile and value sales of Vinho Verde in its top markets, the US, Germany, Canada, Brazil, Switzerland, Norway and the UK.
The Commission’s latest figures (Jan-May 2011 compared to Jan-May 2012) saw double-digit value increases in Germany, France, Canada, Switzerland, Brazil and Angola.
In the US and the UK small declines were registered but, according to Pinheiro, these markets traditionally see spikes in sales during the summer months.
Pinheiro said: “We are very happy with the results so far, growing in our major markets and intend to persevere with this plan.
“This marketing effort follows the investments we've been making in renewing the vineyards and launching new and better wines.”
