Moving out of the comfort zone of its clubby image, Port has begun to conquer new markets and reach a younger consumer demographic. All this has been skilfully achieved without Port losing any of its prestige or its higher price points.
July 6th saw the signing of the Porto Protocol, in the city of the same name. The Porto Protocol is an important wine industry initiative to combat climate change, spearheaded by Adrien Bridge, CEO of The Fladgate Partnership owners of Taylor`s Port.
Never before has wine been so fashionable. But wait, is there not a paradox here! In our world of digital interconnectivity and instant satisfaction, wine may in fact be the ultimate counter-trending product.