Consumers are likely to see an increase in promotional activity for Port following the launch of the 2005 generic campaign this month, which will have a more commercial slant than last year. Plans for raising its profile in the UK include more point-of-sale promotions at various independent and multiple retailers.
Paulo Pinto, marketing manager for the Instituto dos Vinhos do Douro e do Porto (IVDP), the Douro and Port Wine Institute of Portugal, said: “While it remains vital to educate the consumer through sampling events, we felt that we should work closely with the retailers to ensure that our key messages are delivered.”
Pinto also noted that Port is no longer a male dominated category and sales have continued to see steady growth in the UK, with particular demand for premium products such as Tawny Port.