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IVDP sets out strategy for divergent Douro -- Porto vs. Douro table wine

zin1953 | Apr 23, 201507:41 AM

Very interesting article (at least for me). Highlights:


While noting that “the fame of Port wine will always be important for the wines of the region,” Cabral observed: “The main markets for Port and Douro wine are different.”

For Douro wine, Cabral confirmed that the biggest market in 2014 was Angola (!), followed by Canada, the US and Brazil. By contrast, the Port category is led by France, although this market commands a very low average export price of just €3.63 per litre.

The UK, currently Port’s fourth largest market, accounted for €45m in exports last year with a significantly higher average export value of €5,21 per litre. Sales of Douro wine to the UK remain considerably smaller at €2.5m.

There also remains a considerable distinction between the distribution balance of Port and Douro wine. At the moment Port is exported to around 120 markets, with exports accounting for about 85% of the category’s total sales. By contrast, Douro wine is currently available in around 100 countries, while exports make up just over 40% of total business.

“The first 10 markets for Port wine represent 93% of all sales,” reported Cabral. “For Douro wines it’s almost the opposite, not so concentrated, and the first 10 markets are nearly all outside Europe.”


IVDP sets out strategy for divergent Douro
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