For The Love Of Port

Here in the USA, there is a distinct void in Port wine education. When my colleague, Mario Ferreira headed by the USA branch of the IVDP based in NY and later in SF, he constantly held educational seminars and tastings all over the country. Additionally he ensured that the IVDP and Port wine shippers were well represented at these events.

As Port education requires a continuous effort throughout the year -- not just of consumers but also the distributors, retailers and restaurant ownership and staff too -- something more needs to happen.

“To keep Port competitive, we have to explain the different types and styles of Ports,” says Miguel Roquette, the Export Sales and Marketing Manager for his family's operation at Quinta do Crasto. “After all, the Douro is one of the oldest of the world’s wine regions and Port is unique.”

So what is the answer? We've touched on this before and I still come back to the same question. How do we improve this throughout North America, as Canada is also one of the 3 key Port markets, along with the UK.

Any suggestions? The Port trade is reading here ... so I hope you will be candid and spend a moment to come up with a solid idea ... even something new and/or radical.

“To keep Port competitive, we have to explain the different types and styles of Ports,” says Miguel Roquette, the Export Sales and Marketing Manager for his family's operation at Quinta do Crasto. “After all, the Douro is one of the oldest of the world’s wine regions and Port is unique.”

Keeping competitive is one thing, and explaining the different types and styles of Port is important for that. But I think this education needs to go beyond that, and beyond just keeping competitive. I think Port needs to be pushed outside of its current perceived box, which IMHO is a beverage of sophisticated cigar smoking old folks. I might exaggerate a little, but teaching about styles isn't going to get all the non-Port drinkers to start drinking Port. First you need to convince them that they even should try any type of Port. You need to educate them that Port isn't just for drinking in winter around the fireplace after the Christmas meal. Sure, it is good for that, but you can enjoy it at other times too. Dare I mention the port tonic? How about before a meal, or with appetizers? Anyone remember, "It isn't just for breakfast anymore!"? I think a similar campaign should be made for Port.

Some excellent suggestions, Moses. A full on PORT CAMPAIGN jointly handled by AEVP, IVDP and ViniPortugal would work wonders.