Category: Wine Marketing

I recently had the honour of attending the 9th Edition of AliveTaste’25 in Portugal, an extraordinary celebration of Portuguese wine, gastronomy, and cultural excellence. My journey across the country offered profound insights into the evolution of its wine culture, from the Atlantic-influenced Vinho Verde to the dramatic terraces of the Douro Valley and culminated in a multisensory experience at AliveTaste’25, hosted at the iconic Palácio do Freixo in Porto.

Exploring the Vinho Verde Wine Region: Tradition Meets Innovation

My exploration began in the Vinho Verde region, a landscape defined by granitic soils, verdant valleys, and cool Atlantic breezes. The appellation spans nine sub-regions, from Monção and Melgaço in the north to Paiva in the southeast, each contributing unique microclimatic influences and terroir expressions.

Long associated with low-alcohol, lightly effervescent white wines, Vinho Verde is undergoing a dynamic renaissance. During my visit, I discovered winemakers pushing boundaries, experimenting with single-varietal expressions that highlight the region’s diverse terroirs and microclimates, including an exciting emergence of red wines.

Producers are crafting distinctive wines from Alvarinho, Loureiro, and Arinto, each showcasing freshness, minerality, and structure. The grape varietals Alvarinho and Loureiro are being further refined through innovative techniques such as oak aging, which adds greater depth, complexity, and character.

Vinho Verde is also gaining recognition as a vibrant wine tourism destination. Many wineries now offer curated experiences that go beyond tastings, inviting visitors to explore the natural beauty of the region through tours, cultural activities, and immersive leisure experiences that seamlessly blend wine, hospitality, and landscape.

“Vinho Verde is certainly one of Europe’s most exciting wine destinations—and it’s only getting better” — Liz Palmer

Aveleda Wines: A Living Legacy of Portuguese Viticulture

One of the highlights of my travels in the Vinho Verde region was a visit to Aveleda, one of Portugal’s oldest and most respected wine estates. Founded in 1870 and still family-owned, Aveleda exemplifies the convergence of innovation, biodiversity, and sustainability. The estate spans over 200 hectares, and its commitment to ecological integrity is evident in its viticultural and architectural choices.

During my visit, I toured the historic gardens and cellars, participated in a technical tasting of their Alvarinho and Loureiro, and enjoyed an amazing outdoor wine tasting in the historic gardens, followed by a wine-paired lunch that reflected the region’s gastronomic richness. Aveleda’s wines are crisp, expressive, and exported to over 80 countries; they are true ambassadors of the Vinho Verde DOC.

The Douro Valley: A UNESCO World Heritage Landscape of Wine

My wine travels continue and have led me to the Douro Valley.

Home to over 33,000 grape growers and spanning nearly 250,000 hectares, the Douro Valley is one of the world’s oldest demarcated wine regions, officially established in 1756. This UNESCO World Heritage Site is renowned for its dramatic terraced vineyards that cling to steep schist slopes, some with gradients reportedly exceeding 70%. Long celebrated as the birthplace of Port wine, the Douro is now equally acclaimed for its bold, expressive still wines crafted from indigenous grape varieties such as Touriga Nacional, Touriga Franca, and Tinta Roriz. With over 200 wine estates or quintas, this region offers an exceptional wine tourism experience, blending rich viticultural heritage, striking architecture, and awe-inspiring landscapes into a destination that embodies the essence of Portugal’s wine culture.

I spent the night at Quinta de Ventozelo, one of the oldest and most expansive estates in the Douro Valley, which offers a compelling integration of heritage, hospitality, and enotourism. The estate’s architectural restoration thoughtfully preserves its 16th-century origins while adapting the structures into refined accommodations that blend comfort with historical authenticity. Nestled amidst 400 hectares of vineyards, forests, and olive groves, the property provides a unique immersion into the cultural and environmental landscape of the region.

A highlight of the estate is its panoramic infinity pool, positioned to frame the sweeping curves of the Douro River, an ideal vantage point for contemplating the viticultural terrain. Beyond its natural beauty, guests at the wine estate are encouraged to explore a network of ecological walking trails, participate in guided vineyard tours, and visit the Interpretation Centre, which offers in-depth insights into the estate’s biodiversity and sustainable practices. This holistic approach positions the property not merely as a wine resort, but as a living expression of the Douro’s enduring viticultural legacy.

I participated in a curated wine tasting that featured a selection of estate labels, from crisp whites and expressive reds to elegant Ports, each reflecting the terroir and heritage of Ventozelo. Wines and Ports that stood out: Quinta de Ventozelo Rose, 2023, Quinta de Ventozelo Malvasia Fina, 2023, Quinta de Ventozelo, 2018 Vintage Port, and Quinta de Ventozelo Colheita Port 2014.

As dusk settled over the terraced vineyards, I enjoyed an intimate dinner with other colleagues at Cantina de Ventozelo, the estate’s signature restaurant. The menu showcased locally sourced ingredients, many grown on-site, and paired seamlessly with Ventozelo’s wines. The panoramic view overlooking the Douro Valley added cinematic depth to the evening, transforming the meal into a sensory journey that felt both grounded in tradition and rich in discovery.

Visiting Douro Icons: Adega de Favaios & Quinta de São Luiz

Venturing deeper into the Douro Valley, I visited Adega de Favaios, a historic cooperative revered for its iconic Moscatel Galego Branco. Situated at elevations between 600 and 800 meters, the vineyards benefit from significant diurnal temperature shifts—ideal conditions for cultivating wines with refined floral and tropical aromatics. During my visit, I sampled a beautifully aged vintage Moscatel, a compelling expression of the region’s aging potential and steadfast commitment to quality.

Founded in 1952, Adega Cooperativa de Favaios stands as one of Portugal’s most esteemed wine institutions, uniting over 550 dedicated growers. While Moscatel de Favaios remains its signature, the cooperative also cultivates a diverse range of native grape varieties, including Touriga Nacional, Rabigato, and Gouveio. The winery seamlessly blends tradition and modernity in its state-of-the-art cellar, where innovative techniques honour long-standing practices, producing wines that are both expressive and enduring hallmarks of Portuguese wine culture.

I enjoyed a guided tour of the winery, gaining insight into the cooperative’s rich history and its meticulous winemaking process. The experience culminated in a tasting of their portfolio, including several still wines and the iconic Moscatel de Favaios; a beautifully aromatic and balanced expression of the Moscatel Galego Branco grape.

En route to Quinta de São Luiz – our drive from Adega de Favaios to Quinta de São Luiz included a breathtaking journey through the heart of the Douro Valley, winding past terraced vineyards, centuries-old quintas, and panoramic views of the Douro River. As we descended from the elevated Favaios plateau, the landscape unfolded dramatically; steep schist slopes lined with vines, charming hillside villages, and the glint of rabelos drifting along the water below.

Quinta de São Luiz, the historic birthplace of the Kopke brand, is one of the Douro Valley’s most iconic wine estates, with roots tracing back to 1638, making it the oldest Port wine house in Portugal. Located on the left bank of the Douro River between Régua and Pinhão, in the village of Tabuaço, the estate is renowned for its production of Tawny Colheita Ports, white wines, and premium Douro DOC wines. We were welcomed with a guided tour through the Romilã vineyard, insights into traditional winemaking at the Casa do Alambique, and curated tastings on the scenic São Luiz Terrace, which was relocated due to the heat to one of the tasting rooms. The estate also hosts engaging activities such as treasure hunts and mystery tours for groups, making it a versatile and immersive destination for wine enthusiasts and cultural explorers.

Hotel Tivoli Kopke Porto Gaia

I had the pleasure of dining with my group and special guest, Frederico Falcão, President of ViniPortugal, at 1638 Restaurant & Wine Bar by Chef Nacho Manzano, [third Michelin star chef]. The décor is sophisticated yet understated, blending warm wood accents, soft lighting, and expansive views over the Douro River and the city of Porto, creating a refined, timeless setting. Service was impeccable: attentive without being intrusive, with staff deeply knowledgeable about both the cuisine and the exceptional Kopke wine and Port pairings. Chef Nacho Manzano’s tasting menu was a masterclass in culinary precision, each course artfully balancing purity of flavour with innovative techniques like low-temperature cooking and steaming. Highlights included delicate seafood, seasonal vegetables, and heritage meats, all elevated by rare Kopke Ports and Douro DOC wines from Quinta de São Luiz and Quinta da Boavista. It was an extraordinary gastronomic journey, one that perfectly reflected Porto’s rich culinary and winemaking heritage in every bite.

The World of Wine (WOW): Porto’s Cultural Beacon

No trip to Porto is complete without a visit to WOW or the “World of Wine” a pioneering cultural district in Vila Nova de Gaia. I spent an afternoon exploring the museums, including The Wine Experience, Planet Cork, and The Bridge Collection. WOW also features 12 restaurants, a wine school, boutique shopping, and panoramic views over the Douro River, a dynamic nexus of culture, education, and luxury wine tourism.

During my exploration of the local wine landscape, I had the opportunity to stay at a selection of hotels that exemplified a sophisticated integration of luxury accommodations and strategic geographic positioning.

Renaissance Porto Lapa Hotel – Porto’s newest 5-star property, it combines modern sophistication with sweeping city views. An ideal base for wine professionals and tourists alike, it’s located within easy access to both urban and wine country adventures.

Pestana Douro Riverside – This elegant property is a restored perfume and soap factory known as the Floral Factory. Dinner at Aroma, its signature restaurant, was a standout experience. The interiors blend exposed beams and iron columns with a soft, modern palette, an aesthetic that tells the story of industrial heritage reimagined.

Tivoli Kopke Porto Hotel – Strategically located near the Vila Nova de Gaia wine cellars, this hotel offers direct access to key wine tourism sites. Its stylish interiors evoke understated luxury, ideal for oenophiles. A dinner at 1638 Restaurant & Wine Bar by Nacho Manzano was a culinary masterpiece, featuring haute cuisine paired with Kopke’s award-winning Ports and still wines.

AliveTaste’25: Portugal’s Pinnacle Event for Wine and Gastronomy

In the heart of Portugal’s storied wine country, where centuries-old traditions meet contemporary elegance, this year’s AliveTaste’25 was nothing short of a sensory revelation.

Held at the magnificent Portuguese Baroque Pestana Palácio do Freixo, Douro, the event unfolded as a harmonious symphony of taste, culture, and refined hospitality. It brought together 26 chefs and 20 wine producers, featuring culinary creations from the chefs paired with wines from the participating producers.

The event was attended by an eclectic mix of luminaries: international wine critics, Michelin-starred chefs, top sommeliers, and luxury travel insiders. From Canada to Paris to São Paulo to South Korea, the guest list read like a passport through the world’s wine capitals. Both Portuguese wines and gastronomy took center stage, joined by leading producers from across the country, bringing the global wine world together in one extraordinary setting.

AliveTaste’25 is more than a celebration of fine wine; it is a tribute to the terroir, the people, and the compelling stories that are shaping Portugal’s growing influence in gastronomy and luxury wine tourism. In 2025, the event once again raised the bar, elevating the experience to new heights.

“AliveTaste’25 was nothing short of a sensory revelation” Liz Palmer

For further details, visit: https://alivetaste.com