The Ladies European Tour today announced that it has signed a one-year agreement with Wines of Portugal under which the brand will become the Official Wine of the Tour.
A national service body for the Portuguese wine industry, Wines of Portugal was founded in 1997 to strategically support, coordinate and maintain quality and sales.
Its main goal is to position Portuguese wines strategically in both home and export markets, especially in those markets that have big growth potential.
ViniPortugal is responsible for the promotion of the Wines of Portugal brand, organising trade tastings, participation in trade fairs, promotions and advertising campaigns, as well as media and trade visits to wine regions.
Marketing Director for Wines of Portugal, Nuno Vale, says: “LET and Wines of Portugal are a perfect match. The association to LET translates in sports the attributes of Portuguese wines. A traditional sector, full of heritage, but mastered by a new generation of dynamic winemakers, that have had the intelligence of taking the best of a country full of diversity that through unconventional ways led Portuguese wines to the very top level of international winemaking. As LET, Portuguese wines started their base in Europe but are now conquering the world.”
Those sentiments were echoed by Ivan Khodabakhsh, CEO of the LET, who said: “There are many synergies between Wines of Portugal and the Ladies European Tour including quality, flair and unique character. We are delighted to partner with a brand that will enhance the world class hospitality on offer at Ladies European Tour events and we are pleased to welcome Wines of Portugal to our family of Official Suppliers.”