The category has already reached high maturity in the country, with high per capita consumption. Further sales growth is expected to be higher in value terms, with players investing in higher-quality products, marketing and advertising, promoting national wines in Portugal and abroad and by continuing to increase sales of certified over non-certified wines.
The pressure to reduce alcohol consumption from the World Health Organization (WHO) and national and other international health entities is a threat to further category development. The EU’s “Europe's Beating Cancer Plan” aims to introduce measures that limit alcoholic drinks consumption, such as additional taxes and the display of health warning messages and images on labels.
Sustainability issues are expected to accelerate in importance over the forecast period to foster additional challenges for Portuguese wine players, from producers to distributers. Challenges are predicted to cover production methods to bottling to the use of more sustainable formats (eg one litre instead of 75cl or the replacement of bottles with other types of packaging material).
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Understand the latest market trends and future growth opportunities for the Wine industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
See All of Our DefinitionsThis report originates from Passport, our Wine research and analysis database.
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