Tell us about your portfolio tasting and what you are hoping to achieve?
This tasting brings together a wide and representative selection of Portuguese producers with a clear emphasis on quality, pricing, and relevance.
It is designed to create meaningful commercial conversations, support listings and range reviews, and reinforce Portugal's position as a relevant, competitive wine origin in the UK market – UK is currently the fourth biggest market for Portuguese wine exports.
The London tasting is an historic one for Portugal and we're always glad to come back and show to the UK trade and press what's new and exciting in Portugal.
Any key themes and highlights you would like to draw people's attention to?
Frederico Falcão, president of ViniPortugal, believes Portugal has never been better placed to serve the needs of UK wine buyers
Beyond its long winemaking tradition and its unique diversity of wines and grape varieties, Portugal also demonstrates a strong alignment with global wine trends. The country has evolved to embrace sustainability and a move towards fresher, lighter styles with lower alcohol, while remaining true to its identity and sense of place.
This tasting highlights a Portugal that is both deeply rooted in tradition and clearly focused on the future, offering wines that feel distinctive, relevant, and contemporary.
In terms of wines and producers what can buyers look forward to at the tasting?
Buyers will be able to taste a wide mix of wines from across Portugal, from well-known regions to more under-the-radar areas, with 11 unique regions in total.
With 59 producers and over 570 wines, there is plenty to explore, including free-pour tables where certified sustainable wines, lower alcohol options, and single-varietal wines that really express their origin will be available.
There's also a majority of producers with distribution in the market, so available for all the retailers and sommeliers who will visit, but also some producers still looking to find a business partner in the UK. So, if you're an importer looking at expanding your Portuguese portfolio, this tasting will certainly be a good place to start.
Do you have any special activities that people can sign up to?
Yes. The Wines of Portugal Academy Level 1 will be open to all trade members in the UK for the first time, offering an official certificate to the ones who will pass the test.
It will take place from 10am to 1pm and will give an overview about Portuguese wines, its regions and grapes, among other key aspects. We had already had this first level lectured to sommeliers only and are now willing to open it to the trade in general as so many people are looking at expanding their knowledge on Portuguese wines.
There is also a masterclass, led by Dirceu Vianna Junior MW, called “Off the Beaten Track”, which focuses on lesser-known wines and indigenous varieties, from 2.30pm to 3.30pm. Both activities require pre-registration.
How important is the UK market and this event to your overall strategy?
The UK is a key market for Portuguese wines and this tasting plays a central role in how we work here. It brings the trade and press together in one place and gives us the chance to have real conversations, share knowledge, and support long-term partnerships.
It's an unmissable 'rendez-vous' for us and hopefully for the wine business in the UK. As we organise this very successful tasting once every two years now, we intend to concentrate these contacts at this key central occasion.
What is it about the UK market that you think you need to get right to succeed?
The UK market is knowledgeable and demanding, so clarity is essential. Getting pricing right, being consistent, and communicating wines in a simple, confident way makes a real difference when buyers are making decisions.
Portuguese producers are with no doubt more prepared than ever to do business in the UK: the wines are excellent, affordable and with a good design and presentation. In a word: unique!
Why do you think Portuguese wines are ideally suited to the UK market?
Portuguese wines are ideally suited to the UK market because they align closely with what consumers and buyers are looking for nowadays. They offer freshness, character, and outstanding value for quality, with styles that work across a wide range of occasions and price points while still feeling distinctive.
In addition, Portuguese producers now have a much stronger understanding of the UK market, making it easier for buyers to work with wines that are well positioned and commercially relevant. In a highly knowledgeable market with access to wines from all over the world, Portugal stands out by offering something genuinely different - a depth of indigenous grape varieties, regional diversity, and styles that invite exploration and discovery.
How was the 2025 harvest in terms of quality and volume?
The 2025 harvest delivered excellent quality, with many producers describing it as one of the best vintages in terms of quality. The wines show great balance, freshness, and precision. In terms of volume, there was a small decrease compared to previous years, but this does not compromise our ability to meet market demand or sales needs.
How were international sales last year and what key trends stood out?
The expanded section of Wines of Portugal's stands at Wine Paris last week attracted large crowds
Internationally, the strongest results came from markets where there is ongoing education and close engagement with the trade. Wines with a clear story, good positioning, and a focus on sustainability continued to stand out.
In 2025, based on data up to November, our wine exports grew in volume, although there was a slight decrease in value. In the context of a global market where overall wine trade had seen a significant decline, Portugal’s performance was very solid and encouraging.
What are your big goals and aims for this year?
This year is about building on solid foundations. The focus is on strengthening distribution, supporting the trade through education, and increasing visibility in the on-trade, particularly through by-the-glass listings and a very special campaign in more high-end restaurants.
The on-trade is a natural fit for Portuguese wines and it is clear to us that we need to explore this connection more in-depth.
Anything else to say?
This tasting is a chance to explore Portuguese wine in a relaxed but focused setting. It is about discovery, conversation, and giving trade and press the tools they need to work with Portuguese wines more confidently. It's the perfect place to get updated on trends in Portugal, to deepen your knowledge about Portuguese wines and understand (if it's not the case yet) why they are being so attractive to so many buyers around the world.
- You can view the full list of exhibitors taking part at the Wines of Portugal tasting here.
- The tasting takes place on February 23 at 1 Great George Street, Westminster, London, SW1P 3AA between 11am and 5pm.
- For full information about the tasting and how to register for the WPT Academy session and the masterclass click here.
