In China’s wine import landscape, Portugal has long remained a relatively low-profile player.
In 2025, China imported just about US$6.75 million worth of Portuguese wine, ranking it 13th among source countries and accounting for less than 0.5% of the country’s total wine import value.
“Many Chinese consumers still don’t really know Portuguese wine,” said Frederico Falcão, president of ViniPortugal, in an interview with Vino Joy News.
Over the years, Falcão has visited China more than 10 times, travelling from Shanghai to Guangzhou, Xiamen to Chengdu, in search of new opportunities for one of Europe’s historic wine-producing nations.
In his view, China remains a “huge but not yet fully opened” market—one that could offer new growth opportunities for Portuguese wine if a recovery materialises as expected.
Low awareness
During the China Food & Drinks Fair in Chengdu, Falcão spoke with Vino Joy News while multiple international wine regions were exhibiting.
Falcão is no stranger to China. Over the past decade, he has visited more than 10 times, travelling from Shanghai to Guangzhou, Xiamen to Chengdu, in a steady effort to build a foothold for Portuguese wine.
Yet despite years of engagement, the results remain modest.
In 2025, China imported US$6,755,293 worth of Portuguese wine, totalling 1,402,112 litres—down 18% in value and 23.8% in volume year-on-year. Portugal ranked as China’s 13th-largest wine supplier, accounting for just 0.48% of total imports.
Falcão acknowledged that Portugal’s share in China remains small.
China represents only 0.6% of Portugal’s total wine exports, making it the country’s 23rd-largest export market.
“Portugal is not a big country in terms of production. We are strong in quality, but total production is limited. At the same time, our wines are not well known in China,” he said, explaining the slow growth.
He added that compared with traditional producers such as France, Australia and Italy, Portugal started building its global wine brand much later. Systematic international promotion only began around 25 years ago, while large-scale efforts in China are even more recent.
This, he said, largely explains the low level of consumer awareness.
Still, the size of the Chinese market continues to drive investment from ViniPortugal, which hopes to expand sales over time.
At the same time, the broader contraction of China’s wine market has also weighed on Portugal’s performance.
“Over the past eight years, China’s market has been declining in both imports and consumption. But we expect 2026 to be a year of recovery, and we also expect growth in Europe.”
Using Macau as a gateway to mainland China
Falcão said Portugal’s strategy in China follows a dual-track approach.
On one hand, the organisation engages trade professionals through major exhibitions such as the China Food & Drinks Fair and ProWine Shanghai. On the other, it reaches consumers through social media.
Macau also plays a key strategic role.
“Because of historical ties, Macau has a very close relationship with Portugal. Portuguese wines are well recognised there, and consumers are very familiar with them,” he said. “So one of our strategies is to invest more in Macau and, from there, try to reach more consumers in mainland China.”
Diversity and value as key strengths
Falcão believes the greatest strength of Portuguese wine lies in its diversity.
Despite its relatively small size, Portugal boasts a wide range of terroirs and around 250 indigenous grape varieties.
However, this diversity can also make communication more challenging in emerging markets.
“If you are promoting Australian wine, you can simply say Shiraz or Cabernet Sauvignon, and consumers understand. But Portuguese wine is very diverse, and in markets like China, that makes communication more difficult,” he said.
As a result, ViniPortugal often uses “diversity” as the key message in its international promotion.
Another major advantage, he said, is value for money.
Consumers in China and globally are “drinking less but better,” while also becoming more price-sensitive.
“A strong advantage of Portuguese wines is that for the same price, you get better quality than wines from other countries.”
Stronger performance in Japan and South Korea
In Asia, Falcão said Portugal has seen stronger results in Japan and South Korea, where it ranks among the top 10 wine suppliers and continues to grow.
“Portuguese wines are better known in those markets, and we have invested more there,” he said. “But they are smaller markets. China is huge—but that also makes it harder to reach consumers.”
Thailand, by contrast, has shown more modest performance.
Port’s share declines as tastes shift
Port wine, one of Portugal’s most iconic categories, has seen its share decline significantly in exports.
In China, consumption remains dominated by dry red wines, prompting a shift in strategy.
Falcão said that while Port remains strong in traditional markets such as the UK, the US, Belgium and Denmark, performance in Asia—including China, Japan and South Korea—has been relatively weak. Madeira, meanwhile, has found a stronger following in Japan.
“Outside those traditional Port markets, we focus much more on promoting red and white wines,” he said.
Port once accounted for 65% of Portugal’s wine exports 25 years ago, but that figure has now fallen to below 30%.
Falcão said this reflects broader global consumption trends.
Port wines are typically sweeter and higher in alcohol—styles that are less popular with younger consumers.
“In the US, Denmark, Belgium and the UK, Port still sells well largely because older consumers continue to drink it. But younger people are drinking much less.”
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