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New Portuguese Brand stresses Region not Country

This popped up in my google alerts today. Turns out Sogrape wants to focus on region and not on country with its new wine: Callabriga
Interesting thought and I wonder if they can pull it off. In someways, I hope so as I see most people not even thinking about anything except the Douro when it comes to Portugal. With so many good wines from all over this small country maybe this will finally bring the awareness that is needed to expand people’s explorations.

New Portuguese brand stresses region not country – – the route to all good wine
New Portuguese brand stresses region not country
October 17, 2005
Adam Lechmere

Portugal’s biggest producer is firing the first shot in the battle to get the country recognised on the world stage – with a new wine called Callabriga.

Sogrape – which produces wines in the Dao, Douro, Alentejo and Vinho Verde regions of Portugal, as well as the multi-million-selling and multinational Mateus Rosé – launches Callabriga in the UK next week.

The new brand consists of two wines, one produced in the Douro, the other further south in Alentejo. Both have Tinta Roriz in common, plus two other varieties unique to their region. (Tinta Roriz is the Portuguese name for Tempranillo. In Alentejo it is known as Aragones).

The wine’s labels are colour coded, predominantly blue for the Douro wine, and orange-brown for the Alentejo.