The Portuguese wine industry is witnessing a burgeoning growth opportunity in Asia, with Japan and South Korea emerging as key markets for high-end Portuguese wines, including both still and sparkling varieties.
According to Vinetur, this trend is part of a broader strategy by the Portuguese wine producers to diversify their export destinations and tap into the sophisticated Asian consumer base.
A significant player in this expansion is The Fladgate Partnership. Under the leadership of CEO Adrian Bridge, the company has been focusing on new international markets, including not only Dubai and Denmark but particularly Japan and South Korea.
Bridge has expressed optimism about these markets, highlighting the exceptional interest in aged Alvarinho from Portuguese vineyards. This variety, known for its vibrant acidity and complex flavor profile, has garnered a premium price point in these Asian markets compared to others. This favorable reception has prompted Fladgate to prioritize these regions for the distribution of such niche products.
South Korea stands out not only for its growing demand for Portuguese wines but also for its cultural engagement with Portugal. It ranks among the top ten sources of visitors to Fladgate’s tourist hub in Porto, where the company even offers a Korean-language audio guide, underscoring the significance of the South Korean market.
In June 2023, Wines of Portugal organized a major tasting event in Seoul, aiming to capture the increasing interest in Portuguese wines. According to ViniPortugal, South Korea imported over EUR 4 million worth of Portuguese wines, translating to 623,000 liters with an average price of EUR 7.02 per liter. Frederico Falcão, the president of ViniPortugal, emphasized the importance of this market for Portuguese wine producers, noting the opportunity it presents for establishing a stronger foothold.
Japan also presents a promising market for Portuguese wines. In July, Wines of Portugal held an event in Tokyo as part of its Asian tour, showcasing the diversity and quality of Portuguese wines. Japan imported over EUR 7.7 million worth of these wines last year, amounting to 1.8 million liters at an average price of EUR 4.25 per liter. The Japanese market is noted for its discerning wine consumers, who value authenticity and quality—a perfect match for the diverse and unique offerings from Portugal.
Frederico Falcão highlighted the alignment between Japanese consumers’ appreciation for quality wine and the intricate balance of flavors that Portuguese wines offer. This alignment extends to the Japanese culinary tradition, which prizes harmonious pairings between food and wine, offering Portuguese producers a valuable platform to showcase their wines’ versatility and authenticity.
The growing interest in Portuguese wines in Japan and South Korea reflects a broader trend of increasing appreciation for international wines in Asia. These markets offer not just a sales opportunity but a chance for Portuguese wines to build a robust and enduring presence. As these nations continue to cultivate a sophisticated wine culture, Portuguese producers are well-positioned to establish their brands and broaden their influence in the Asian market.
