Issue link: http://digital.copcomm.com/i/376390
New market entries such as rosé Ports are giving the category a lift in sales. The era of "pass the Port decanter" is long gone. In fact, Port may never have even hit its stride in the often- practical and bottom line–focused U.S. market. Although the American consumer has had a long love affair with off-dry wines, that passion has rarely added up to steady Port consumption. Sales of this classic after-dinner drink have remained difficult for many operators. The Porto wine market has been nearly flat since 2000, notes Jorge Dias, CEO of the Porto-based Gran Cruz Group. Nonetheless, the U.S. remains an essential mar- ket, according to producers. A stellar 2011 vintage, new market entries such as rosé Ports and mixologists' continued interest in Port's use in cocktails have all given the category a lift in sales. The fact that the Douro is also producing stellar dry wines may also help in attracting attention to Port, although most produc- ers seem to see the marketing push the other way around. According to the Instituto dos Vinhos do Douro e Porto, the overall picture is positive, with sales volume in the U.S. of bottled Port up by 5.2 percent in 2014 in the U.S. over the previ- ous year. PORT THE CLASSIC AFTER-DINNER DRINK IS FACING CHALLENGES AND REINVENTING ITSELF by Liza B. Zimmerman POTEN TIAL