Alentejo wines launch consumer awareness campaign
14/03/2023«Since 2015 working to keep everything the same»: this is the motto of the campaign that the Alentejo Regional Winegrowing Commission (CVRA) launched at the beginning of March and which aims to awaken consumers to the urgency of changing the paradigm and to adopting sustainable behaviours, while at the same time making known the application, in the region, of the Wines of Alentejo Sustainability Program (PSVA), a pioneering initiative in the country and unique with regard to certification of sustainable production. Maintaining the region as we know it is the objective of the PSVA that emerged in 2015 and already has 632 members, who already represent 58% of the vineyard area of Alentejo.
In addition to the notorious environmental benefits that come with implementing a viticulture that respects natural resources, biodiversity and the rhythm of nature, the adoption of PSVA also results in significant economic advantages for producers and, consequently, for the economy of the whole the region. «We want consumers to feel that, by opting for a sustainable Alentejo wine, they are rewarding producers who are concerned with producing wine, respecting natural resources and contributing to improving the environment PRESS RELEASE 02.03.2023 | PAGE 2 OF 2 present and the future of the region: more environmental and economic resources and, consequently, better social conditions», emphasizes Francisco Mateus, president of the CVRA.
The campaign, which will be online on the main national digital platforms – from social networks to the press – has the signature of the Manhattan Project agency and aims to reach different generations that view sustainability with different degrees of importance, raising awareness of the end consumer for the consumption of wines produced in a sustainable way, a reality that is increasingly present in Alentejo wines.
ABOUT THE ALENTEJANA REGIONAL WINE COMMISSION: The Alentejo Regional Wine Commission (CVRA) was created in 1989 and is responsible for the protection and defense of the Alentejo DOC and the Alentejo Geographical Indication, certification and control of origin and quality, promotion and promotion of sustainability. Alentejo is the national leader in certified wines, with around 40% of the total value of sales in a universe of 14 wine regions in Portugal. With a vineyard area of 23.3 thousand hectares, 30% of its production is destined for export to five main destinations, namely Brazil, Switzerland, USA, United Kingdom and Poland. One of the only two regions in the world that has produced Talha Wine for more than two thousand years, the Alentejo still has a pioneering initiative, the “Sustainability Program for Wines of Alentejo”, which aims to improve the practices used in the vineyards. and wineries, producing quality and economically viable grapes and wine.