Port & sherry’s perennial balancing act between old and new – Category Intel

The evolution of consumption habits in recent years has created a more challenging environment for port and sherry.“The (fortified wine) category is perceived as traditional and not very attractive,” explains Porto Cruz's international senior brand manager, Maéva Fonsino. “Consumer trends have shifted, with people often preferring younger wines or less sweet products.”Despite these trends' contribution to a decline in traditional demand, Fonsino still believes “there are plenty of opportunities” as the fortified wine category explores new ways to attract a younger audience.Over a