White Port exports to the UK increase by 38%

The category of white Port is a “sleeping giant” capable of helping to bring Port to a younger generation of consumers, believes Alex Down, brand manager at UK importer Fells, revealing that white Port exports to the UK grew by 38% in 2016.

Alex Down, brand manager at John E Fells & Sons, with Graham’s supersized 20YO Tawny

While the fortified wine market, including Port, has always battled to attract new consumers, sales of white Port are currently the fastest growing of all Port styles, says Down.

In fact, exports of white Port to the UK increased by 38% in 2016, according to the IVDP – the regulatory body that oversees the production of Port.

Down said Fells was looking into what might have prompted a spike in exports, but that it was a “wake up call” for the industry, speaking to the drinks business at the London Wine Fair.

“While it should be remembered that [white Port] only represents a very small segment of the overall market, it’s nevertheless exciting to see a non-traditional category emerging like this,” said Down. 

Fells is now working to give its white Ports a concerted boost this year, through its Graham’s and Cockburn brands,

“The trade talks about white Port but no-one does anything about it,” said Down.

Graham’s fine white Port

“We are keen this year with Graham’s and Cockburn’s to give it a big push. It’s up 38% – that’s just figures from the IVDP to the UK. But there seems to be this sleeping giant about it.”

White Port and tonic is the summer cocktail, served with ice and a combination of mint and lemon, that Down believes will provide an opportunity for increased Port sales outside of the traditional consumption moments, and help entice younger consumers into the category, which he says is desperately needed.

“Port is so generational,” said Down. “Kids today coming our of college or university in their early 20s are seduced by craft beer and vermouth. Port isn’t even on their radar. Unless we do something to show them that Port is relevant, in 20-30 years from now the market won’t be in a very happy place.”

Adding that Port is “not just about Christmas and a roaring fire”, Down stressed the need to also present Port as a refreshing drink, with white Port the obvious choice for a summer serve.

“Christmas is Christmas – it’s our bread and butter – but we need to create new moments outside of the period prior to Christmas and the winter period. We need [white Port] in the places that people want to go to. If you are in Soho and someone regularly offers you a White Port and tonic, over the course of two to five years it will trickle down, and then consumers will find it more widely available in the supermarkets and elsewhere.

“You have to keep the market excited and not rely on tradition. Tradition is a wonderful thing as a base, but you can’t rely on it.”