Can premiumisation save fortified wines?

The fortified category has put a lot of efforts into reinventing itself and proving it can adapt to consumer trends. Be part of the change and enter the Global Fortified Masters before 28 July.

Fortified wines often are underrated, seemingly because of their ‘old school’ image. But if there’s one category that has been working hard to seduce a new generation of wine drinkers, it’s this one, reinventing itself with Sherry or Port-based cocktails or gastronomic food pairings.

Chairing judge Patricia Stefanowicz seemed to share this opinion after last year’s Global Fortified Masters competition: “these wines are fantastic and rather than being old-fashioned they are more post-modern, and well suited to contemporary consumer tastes”.

In line with the rest of the drinks industry, the fortified wine market has been impacted by the global trend (often associated to Millennials) of favouring quality over quantity, even if that requires a more important spending.

This has been reflected in the increasing interest in vintage ports for example, such as Taylor’s which just announced the launch of its Sentinels Vintage Port, a “tribute to the unique terroir” of the Pinhão Valley according to head winemaker David Guimaraens.

The Global Fortified Masters competition reflects the evolution of the market, providing an in- depth analysis and giving your wines the opportunity to be in the spotlight.

In August, our panel of expert judges, composed of Masters of Wine, Master Sommeliers and senior buyers will gather to assess the best fortified on the market.

Entries are tasted blind, allowing fortified wines from across the globe to be judged purely on style and price. Entries are open for another month, to any fortified wine, from Sherry to Vins Doux Naturels.

Results will be published in the September issue of the drinks business magazine and online.

Ready to make your fortified wine even stronger with a medal? Enter the competition here before 28 July 2024.

Entries cost £159 ex VAT
For more information contact: sophie@thedrinksbusiness.com