Port Wine needs to be brought back into ‘fashion`

“Imports of port wine to the UK are falling and this is having a knock-on effect, with the turnover of the industry recording a fall of 10 percent in 2014, a drop from 50 million euros in 2013, to 45 million euros the next year. The drop in turnover is even more pronounced when taking into account the fact that the average price per litre of port has actually risen by 4 percent, from 4.98 to 5.17 euros.
The IVDP credits the fall in exports to the UK as being key to the poor turnover results and is looking to try and appeal to new markets in the UK, including drinkers who may not find the drink so appealing because of its image as being a drink associated with an older generation.
“We must find a way to balance the traditional with the modern,” said Manuel Novaes de Cabral “to use an English term, we need to bring port wine back into ‘fashion’”.

source: The Portugal News

link to full article: http://theportugalnews.com/news/end-of-uk-love-affair-with-port-wine/34411

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