Vignerons de Portugal
Vignerons de Portugal
The main communication challenge was to articulate a niche viticultural identity within a broader wine culture that often associates winemaking with larger commercial models, while keeping the messaging clear and accessible.
The task involved explaining what it means to produce wine exclusively from one’s own grapes without relying on technical language, traditional wine communication clichés or generic promotional tone. The goal was to contextualise producers, vineyards and wines in a direct and readable way for consumers and wine enthusiasts, balancing technical specificity with clarity and platform relevance.
Vignerons de Portugal was a short-term social media project developed around the Vignerons de Portugal event, focused on presenting a curated group of Portuguese wine producers who vinify exclusively from their own grapes.
Over a three-month period, the project aimed to support the communication of the event by clearly presenting producers, wines and regions through a structured and accessible digital presence, using social media as a tool for information, visibility and continuity.
Social Media, Photography, Video
Service
Social Media, Photography, Video
date
11 out 2025 - 13 nov 2025
The project deployed a mix of editorial formats across Instagram and Facebook to communicate the collective’s ethos and practices.
Static posts and carousels introduced member estates and explained the legal and cultural specificity of estate-only production; short-form video and Stories documented vineyard work, harvest moments and producer testimonials; and longer captions and interviews provided contextual depth on methodology, philosophy and regional differences.
The organising event, Vignerons - As Nossas Uvas, Os Nossos Vinhos, further anchored the narrative strategy by bringing producers together in a shared public space to engage directly with audiences and media.
The communication effort contributed to a clearer articulation of the Vignerons de Portugal identity, strengthening recognition of a viticultural practice that prioritises estate-grown grapes and individual responsibility for the final wine.
By presenting producers within their landscapes and practices, the project helped demystify the concept of vitivinicultor-engarrafador, reinforcing the movement’s authenticity and distinctiveness.
This narrative framing supported increased engagement on social platforms, fostered dialogue with wine communities and press, and positioned Vignerons de Portugal as a credible voice in contemporary Portuguese wine culture.
Press Highlights
Let's connect.
Service
Social Media, Photography, Video
date
11 out - 12 nov 2025
The project deployed a mix of editorial formats across Instagram and Facebook to communicate the collective’s ethos and practices.
Static posts and carousels introduced member estates and explained the legal and cultural specificity of estate-only production; short-form video and Stories documented vineyard work, harvest moments and producer testimonials; and longer captions and interviews provided contextual depth on methodology, philosophy and regional differences.
The organising event, Vignerons - As Nossas Uvas, Os Nossos Vinhos, further anchored the narrative strategy by bringing producers together in a shared public space to engage directly with audiences and media.
The communication effort contributed to a clearer articulation of the Vignerons de Portugal identity, strengthening recognition of a viticultural practice that prioritises estate-grown grapes and individual responsibility for the final wine.
By presenting producers within their landscapes and practices, the project helped demystify the concept of vitivinicultor-engarrafador, reinforcing the movement’s authenticity and distinctiveness.
This narrative framing supported increased engagement on social platforms, fostered dialogue with wine communities and press, and positioned Vignerons de Portugal as a credible voice in contemporary Portuguese wine culture.
Press Highlights
Let's connect.
info@joana-pereira.com
