The 2006 campaign for port will have an increased consumer focus aimed at increasing awareness of the category in the UK.
The campaign, by the generic port body Instituto dos Vinhos do Douro e do Porto (IVDP), will feature sampling and tutored tastings at food and drink festivals through the UK in a bid to reach more wine consumers and highlight the diversity of the drink.
Paulo Pinto, IVDP international marketing co-ordinator, said this year's campaign followed extensive research last year that highlighted the need for greater consumer focus. "The research highlighted the need for education of the consumer, focusing on key styles, flavour profiles and usage."
Last year the category recorded an increase in both younger and female drinkers in the UK, with a growing interest in tawny and vintage ports.