Chris Saraiva's passion for Portuguese wines and his deep industry knowledge make him an invaluable asset to both wine producers and wine enthusiasts. As the co-founder of Brands of Portugal which is a leading wine importer in USA, Chris continues to play a pivotal role in bringing exceptional, family-owned Portuguese wines to the U.S. market.

We had an insightful discussion with Chris Saraiva, co-founder of Brands of Portugal, a leading wine importer of the USA for Portuguese wines, and also the Sommeliers Choice Awards Regional & Category Ambassador for Portugal. Chris shared his expertise on the complexities and opportunities of expanding Portuguese wine into the U.S. market, answering some crucial questions that many winemakers have about distribution, marketing, and logistics.

How to Identify the Right U.S. Distributor for Your Wine Portfolio

According to Chris, the first step in choosing a U.S. distributor is deciding whether you want a single importer or multiple importers across different states. A single importer can streamline your marketing strategy, maintaining consistent pricing and handling compliance across various states. Chris cautions that navigating the 50-state compliance system can feel like working with 50 different countries, so partnering with a knowledgeable importer is crucial.

For larger producers, multiple importers can offer broader market penetration but increase complexity. In this case, producers must be prepared to juggle compliance, logistics, and individual marketing strategies. Chris stresses the importance of determining whether your goal is short-term sales or long-term brand building. A good importer should focus on long-term success and market longevity rather than quick sales.

Delfio, wine in a can from Brands of Portugal, is poured into a glass. Image Courtesy: Brands of Portugal

Effective Marketing Strategies for Portuguese Wines in the U.S.

Chris highlighted the importance of storytelling in marketing Portuguese wines. While Portuguese wines are known for their value, the real challenge is educating U.S. consumers about Portugal's rich wine history and unique varieties.

He emphasizes that the key to breaking through is selling not just the wine, but the culture, history, and people of Portugal. It’s crucial to tell a story that highlights Portugal’s longstanding wine-making traditions while embracing modern trends. Consumers are drawn to the narrative behind the wine, which can differentiate Portuguese wines from their global competitors.

Chris Saraiva explains the many varieties of wine he imports from Portugal. Image Courtesy: Brands of Portugal

Pricing Structures for Imported Wines in the U.S.

Pricing is a critical factor for any imported wine. Chris explains that understanding the U.S. system of tiered margins - import margins and distribution margins—helps keep pricing consistent across different markets.

He advises working closely with your importer to avoid pricing discrepancies that can hurt your brand. By controlling your pricing strategy, you ensure your wine remains competitive while maintaining profitability.

Wine-tasting events are held in the main room of Saraiva's wine business. Image Courtesy: Brands of Portugal

Navigating the Logistics of Wine Imports to the U.S.

Logistics can be one of the biggest challenges when importing wines from Portugal. Chris recommends partnering with an experienced freight forwarder in Portugal and a seasoned U.S. broker. Delays, increased costs, and complex regulatory requirements can make the process daunting. However, the right logistical team can help mitigate these risks.

For Portuguese producers, taking advantage of U.S. programs like the CBMA (Craft Beverage Modernization Act) can also help reduce costs by lowering taxes and tariffs on imported wines.

The Importance of Storytelling and Cultural Heritage

When selling Portuguese wines in the U.S., Chris says, storytelling is everything. Consumers are more likely to connect with wines when they understand the history, family traditions, and winemaking practices behind each bottle. The cultural narrative, along with the wine’s quality, creates an emotional connection that drives consumer loyalty.

Image courtesy: Brands of Portugal

Final Advice for Winemakers

For winemakers looking to expand into the U.S., Chris strongly recommends participating in U.S. trade events and competitions like the Sommeliers Choice Awards. Ratings and accolades from U.S.-based competitions can have a significant impact on consumer trust and sales, helping producers build a solid foundation in the competitive U.S. market.

Chris, being the Sommeliers Choice Awards country advocate for Portuguese wines is also here to assist Sommeliers and Retailers in the USA on how they can sell more Portuguese wines. For wineries in Portugal, If you're interested in expanding your presence in the U.S. wine market or learning more about Portuguese wine positioning in the USA market, we are happy to connect with Chris Saraiva at Brands of Portugal for insights and also share a recent webinar that we did on how Portuguese wines can sell in the USA.

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Sommeliers Choice Awards invites you to work with the competition to grow awareness of the region and is now open to accept entries for both international and domestic wineries. Both domestic and international wines can enter before the October 31 super early bird deadline to save.

Header Image: Chris Saraiva and his wife Nelly owner of Brands of Portugal

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