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Toasting Portugal
May 18, 2010, Tuesday
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Print Edition
Print Edition
WINES of Portugal and the Portuguese Wine Trade Association will announce a new international branding campaign in Shanghai during SIAL China.
Portugal will showcase more than 300 wines from 30 producers, representing Portugal's eight major wine-producing regions.
Portugal has 260 unique indigenous varieties.
The theme of the campaign is "A World of Difference." This tagline not only promotes the idea that Portuguese wines are a world unto themselves, a totally different universe of wines, but also highlights the distinctive differences among grapes and the art of blending, which is distinct from that in other major wine-producing countries.
The campaign projects an image of adventure and the desire to be different, which has characterized the Portuguese people for centuries.
The new branding campaign was launched in Lisbon in February 2010 by the Minister of Agriculture, and then in the United States.
A new design and tagline will create an integrated and coherent image for wines of Portugal in all facets of its new marketing and promotional campaigns. It will be used in the brand brochure, on point-of-sale materials in retail stores, on gifts and merchandise, on wine lists, on displays at wine fairs, on the Website, on the back label for wines from all regions, and on the new advertising campaign to be launched in mid-2010.
Portugal will showcase more than 300 wines from 30 producers, representing Portugal's eight major wine-producing regions.
Portugal has 260 unique indigenous varieties.
The theme of the campaign is "A World of Difference." This tagline not only promotes the idea that Portuguese wines are a world unto themselves, a totally different universe of wines, but also highlights the distinctive differences among grapes and the art of blending, which is distinct from that in other major wine-producing countries.
The campaign projects an image of adventure and the desire to be different, which has characterized the Portuguese people for centuries.
The new branding campaign was launched in Lisbon in February 2010 by the Minister of Agriculture, and then in the United States.
A new design and tagline will create an integrated and coherent image for wines of Portugal in all facets of its new marketing and promotional campaigns. It will be used in the brand brochure, on point-of-sale materials in retail stores, on gifts and merchandise, on wine lists, on displays at wine fairs, on the Website, on the back label for wines from all regions, and on the new advertising campaign to be launched in mid-2010.
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