The article addresses the question of whether Asia is a viable market for Portuguese wines. The author, Jorge Nunes, who has lived in Asia for 14 years representing the Symington family as a market manager, argues that the region is neither, nor ever was, an "El Dorado", but rather a demanding, fragmented and slow market to build, although it offers real growth potential for those with vision, patience and consistency.
Nunes divides the Asian continent into four distinct regions: Northeast Asia (Japan, South Korea, Taiwan), China (including Hong Kong and Macau), Southeast Asia (ranging from Singapore to Indonesia) and the Indian subcontinent. Each region presents very different economic characteristics and market sophistication levels, which is why he considers it dangerous and simplistic to speak of Asia as a single market.
The text warns about the need for patience when approaching these markets. While in viticulture and enology, seven years easily pass from purchasing land until the wine is ready for sale, in the commercial area patience rarely exceeds one to two years. In Asia, this mindset does not work due to the distance, the lack of knowledge about Portuguese wines and the absence of a consolidated "Portugal brand".
The author concludes that without investment in human resources, physical presence in the markets and a good dose of perseverance, it is better not to look at this part of the world. He emphasizes that Asian markets remain open to competition, which is not standing still, and that the question is not whether it is worth investing, but rather who is willing to do what is necessary to make it worthwhile.
