The Vinho Verde Demarcated Region is stepping up its commitment to internationalisation with a series of promotional initiatives on the Asian continent, as part of the 2025 Promotion Plan of the Vinho Verde Region Viticulture Commission (CVRVV). From April to September, around 30 producers from the region will take part in initiatives in strategic markets such as Japan, Taiwan, Singapore and Malaysia.
Japan, already consolidated as an important destination for Vinho Verde – with a turnover of over 1.6 million euros and annual growth of over 20 per cent – is once again the stage for the region’s presence at ProWine Tokyo 2025. The event will feature the participation of 16 producers, as well as two educational seminars led by renowned sommelier Koichi Tanabe, dedicated to indigenous grape varieties and the unexpected character of the region’s wines.
In Taiwan, the region’s annual tasting will feature 13 producers and more than 100 wines. Alongside the tasting, the CVRVV is organising two seminars aimed at professionals in the sector and the media, led by Thomas Ho, a renowned sommelier and wine educator linked to the Taiwan Sommelier Association and a collaborator with Michelin-starred restaurants.
The focus on emerging markets such as Singapore and Malaysia will take the form of masterclasses in July and September respectively. These sessions aim to present the different styles of Vinho Verde, highlighting its gastronomic potential, ageing capacity and versatility in harmonisations.
“In 2025, the CVRVV has defined a Promotion Plan budgeted at 2.9 million euros, spread over more than 10 strategic markets. The entry into new Asian destinations, such as Taiwan, Singapore and Malaysia, responds to the need to explore geographies with high growth potential and follow Japan’s positive trend,” emphasises Carla Cunha, CVRVV’s Marketing Director. ‘The fresh, light and gastronomic profile of Vinho Verde makes it ideal to accompany local cuisine, which is increasingly appreciated by demanding and knowledgeable consumers.’
With these actions, the Vinho Verde Region is reinforcing its internationalisation strategy, positioning itself as one of the most dynamic Portuguese wine regions in the Asian market.