Portugal's protectionist policy reaps benefits for country in soaring UK sales
The UK’s largest wine retailer has reported soaring sales of Portuguese wines, driven by their diversity, value for money and an increasing interest in local grape varieties.
Majestic Wine has just reported a hefty 56% increase in year on year sales of its Portuguese range, as the wines becomes increasingly popular with UK consumers.
Last year Portugal shipped a record number of bottles, up by 7.5% on the previous year, with a value of €777.9m. And contrary to stereotypical expectations of the country’s wines, growth has not been driven by Port or the ubiquitous Mateus rose, but instead by other styles not necessarily associated with Portugal, which has long been an aim of some of the country’s more experimental winemakers.
“Portugal has for some time been a little bewildering to the casual drinker - but it’s such an exciting country to explore and discover that wine lovers are taking it to their hearts” said Joe Aylmer, Portugal Buyer at Majestic. “Indigenous grapes are both a blessing and a curse for producers. They can yield unique flavours, but have little brand recognition in the way that say Malbec, Chardonnay or regions like Chianti do. These results are showing that UK consumers are now really starting to get their heads and palettes around them”
Under the government of the late twentieth century, Portuguese winemakers were banned from growing international grape varieties, which came to dominate the international market. But this apparent handicap is now proving a blessing for the region - giving it diversity and value for money.
“Volumes are up, but crucially so are customer numbers - 49% more Majestic customers tried a Portuguese wine in the last year compared to the year before. It shows that Portugal is really turning a corner” adds Aylmer.