Portugal must go regional, says Sogrape's Salvador Guedes

Published: 23 July, 2008

Portugal must play to its strengths - indigenous
grape varieties and regional differences - if it is to
succeed as an exporting wine nation, according to Salvador Guedes, president of the country's largest producer, Vinhos Sogrape.

Guedes, who has recently launched Callabriga (see Harpers, 21 October), a brand that he believes fulfils both those requirements, told Harpers that the country's winemakers must follow the recommendations of Professor Michael Porter's study into the Portuguese wine industry, commissioned last year. We have to stick with niche varieties, and we have to learn from the New World,' Guedes said. We have to simplify

our language and not confuse the consumer; we have to be consumer-led.'

Guedes added: It is also vital that we work together. The image of a country cannot depend or be driven by just one producer. We need everyone to move in the same direction.'

Callabriga, which features two wines so far - one from

the Douro and one from the Alentejo, each with an RSP of 7.99 - will be joined by two reserve wines, one from each region, retailing at 11.99 and a 7.99 wine from the Do

later this year. Other additions, according to Guedes, are likely in the near future.

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