Promoting and improving the image and level of knowledge of Portuguese wines abroad is the main strategic aim of the partnership, initiated in 2005 between ViniPortugal and the Portuguese Trade Office (ICEP).

ICEP has adopted a policy of partnership with diverse bodies in the wine sector, carrying out joint initiatives through its global network of some 50 trade delegations, and involving the Portuguese Embassies, where necessary.

The Portuguese Trade Office has a long history of Port promotions, given Port’s tremendous export value. However, in latter years it has widened these efforts to embrace Portugal’s other wines. The report on the winegrowing sector undertaken by the Michael Porter’s Monitor Group (Reports), commissioned by ViniPortugal, has greatly facilitated ICEP involvement by defining clear strategies and key markets for priority targeting (The UK and US).