‘A Huge Market But We’re Still Small’: Why Portuguese Wine Is Struggling To Crack China

Portuguese wines are struggling to gain traction in China despite the country's massive potential, with ViniPortugal now stepping up efforts to build awareness amongst Chinese drinkers. The industry body is banking on Portugal's reputation for quality and value to finally break through in a market they've historically underperformed in. With China's wine market showing signs of recovery, Portugal's diverse wine offerings could be well-positioned to capture a growing segment of newly interested consumers.