Manifeste ONE VOICE – Wines of Portugal: value before volume
It’s an extraordinary moment for Portuguese wine. Never before have our country’s vintages shone so brightly on the international stage; never have our wines so vividly expressed the richness of our grape varieties, the diversity of our terroirs, the authenticity of our culture.
This success is no coincidence, but the result of a collective effort, a shared vision among producers, cooperatives and associations — united under the banner of Wines of Portugal to promote the true value of our wines.
The world is finally discovering what the Portuguese have always known: every bottle tells a story — the story of a unique land and of a know-how passed down with passion. The international recognition, industry awards and the steady growth of exports all testify to the vitality of a sector in full transformation.
In 2024, nearly 90% of export value came from bottled wines, a world record that illustrates our ability to create value through authenticity. The debate surrounding bulk wine has become a test of resilience and coherence for the entire sector. The temptation of volume, low prices, and simplification can sometimes threaten the patient construction of our image.
“Growth cannot come at the expense of our identity.”
Faced with this, our position is clear: growth cannot come at the expense of our identity.
We must protect the value of our wines by investing in quality, differentiation, and transparency. Consumers must know, clearly and confidently, whether the wine they are buying is truly Portuguese. Trust is the foundation of every lasting relationship. But this path is not without challenges.
The decline in national production and the pressure of market forces should not divert us from our priorities: strengthening our designations of origin and geographical indications, encouraging sustainability, promoting responsible viticultural practices, and investing in innovation.
Only with this level of commitment can we justify fair prices, preserve our margins, and continue to command respect on the global stage.
Portugal is not just a wine-producing country.
It is a country of wines.
Wines of soul, of character, of diversity.
Together, we have proven that cooperation and a shared vision can transform a sector and elevate a nation to the industry’s highest level.
The future calls on us to stay this course: to speak with one voice, to defend value before volume, and to show the world that behind every glass of Portuguese wine lies far more than a product: a culture, an identity, and a promise of sustainability.
Author : Frederico Falcão – Président de ViniPortugal – Wines of Portugal
Frederico Falcão © Wines of Portugal
