How Portuguese Wine Went from Underdog to Standout? With Sónia Vieira, Marketing Director of ViniPortugal

Épisode de Com & Cru par Ewa Crétois · 21 avril 2026 · 49 min

For this episode, I’m very happy to welcome Sónia Vieira to the Com & Cru podcast.

If Sónia’s new to you, here’s the quick picture. She’s Marketing Director at ViniPortugal, the organisation behind the Wines of Portugal brand. For the past 18 years, she’s been working with producers and appellations to bring the richness of Portuguese wines to the world, far beyond the Port that most people know.

In this conversation, we talk about the long game behind that work: how do you help an entire country sharpen its image, build desire, and sell not just more wine, but better wine?

We also get into the role of trade fairs, especially Wine Paris and ProWein, and why they’ve become such important platforms for Portuguese wines. Portugal has kept investing in them, and it shows.

And then there’s wine tourism, which is a huge part of the story. Because Portugal understood something very early on: if you want people abroad to connect with your wines, you also need to make them want to come, experience the country, and get a feel for the lifestyle, the generosity and the hospitality behind it.

It’s a conversation full of clarity, ambition and real momentum. The kind that leaves you feeling very upbeat about what can happen when a country backs its identity properly.

To find out more:

Sonia sur LinkedIn

ViniPortugal

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And if you’d like to say hello, you can find me on LinkedIn or Instagram.

To learn more, you can subscribe to the Com & Cru newsletter.

Want to say hi? You can contact me on LinkedIn or Instagram.

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Bienvenue dans Com & Cru, le podcast vin et qui parle vin et spiritueux mais aussi sans alcool. Ici c'est sans chichis, pensé entièrement pour les acteurs innovants du vin, des spiritueux et du no/low. Je m’appelle Ewa Crétois, et je suis la fondatrice de Com & Cru, une agence de branding…

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