Alentejo wine campaign links retail purchases to regional experiences

The Alentejo Regional Wine Commission (CVRA) has launched a new campaign in partnership with Sonae’s Continente retail chain to link wine purchases with regional experiences. Running from September 22 to October 22, the initiative uses a digital component via the Cartão Continente app. For every 15 euros spent on wines from the Alentejo region, consumers can access experiences such as guided tastings, visits, and stays within the territory.

The campaign aims to move beyond price-based communication by connecting the product to its origin, integrating local producers, landscapes, gastronomy, and enotourism. This strategy seeks to deepen the consumer's relationship with the Alentejo region beyond the point of sale.

Parallel to these commercial efforts, the Alentejo wine region is undergoing a modern transformation. While maintaining its tradition of producing robust red wines, local producers are increasingly investing in lighter products with lower alcohol content to meet evolving consumer preferences and contemporary market trends.