Portuguese wine is ever more recognised as a product of distinct quality and character. The work developed for the promotion of Portuguese wine is bearing fruit, not only in Portugal but also in international target markets, such as the USA, United Kingdom or Brazil.

ViniPortugal is an interprofessional association that has conducted several campaigns outside the country with the intent of promoting Portuguese wines, brandies and vinegars. This association groups associative structures and organisations of professionals connected with trade, production, cooperatives, distillers, farmers, Demarcated Regions and the State.

ICEP is an organisation that has been working together with ViniPortugal, especially in the international projection of Portuguese wines. Several tasting sessions have been arranged, as well as participation in the most important international fairs in the sector. However, ViniPortugal is not the only organisation to promote Portuguese wines on an international level. The promotion of Port wines is conducted by the Instituto dos Vinhos do Douro e Porto (Port and Douro Wines Institute) and Madeira wines are promoted by the Instituto do Vinho, do Bordado e do Artesanato da Madeira (free translation: Madeira Wine, Embroidery and Handicraft Institute).

The Instituto da Vinha e do Vinho (IVV [free translation: Vine and Wine Institute]) also contributes to the marketing and promotion of wines in Portugal. Each Comissão Vitivinícola Regional (CVR [Regional Wine Committee]) also conducts promotional activities and organises events to market the wines produced in the area.

In a national context, there are also several associations related to the wine sector that contribute to the marketing of Portuguese wines. The wine fraternities also promote Portuguese wine and some of them establish a connection between wine and food.