Tejo wines strengthen their presence in Canada with strategic promotional actions

31/07/2025The Tejo Regional Wine Commission is stepping up its commitment to the Canadian market with promotional actions aimed at consolidating the presence of Tejo wines in North America, compensating for losses in the US market and valuing the region's economic agents.

The Tejo Regional Wine Commission (CVR Tejo) continues to consolidate its internationalisation strategy with a focus on key markets, strengthening the presence of Tejo wines in Canada this year. The focus on that North American country is gaining strength as a response to the growing difficulties in exporting to the United States, motivated by more restrictive policies implemented during Donald Trump’s term in office.
As part of a sustained promotion plan, Canada became a priority two years ago, with increasingly frequent and structured initiatives. In collaboration with the organisation of the Sélections Mondiales des Vins, the largest wine competition in North America, CVR Tejo recently welcomed a delegation of Canadian professionals. For four days, a dozen sommeliers, independent buyers and representatives of import agencies visited 14 Tejo producers, including Adega de Almeirim, Casa Cadaval, Falua and Quinta da Lagoalva. The visit kicked off with a masterclass led by Master of Wine Dirceu Vianna Junior, dedicated to the “Iconic Wines of Tejo”.

Tejo wines have already made their presence felt in Montreal and Toronto at three events for professionals, organised by ViniPortugal. In addition to joint tastings with other national producers, CVR Tejo organised an exclusive masterclass dedicated to Fernão Pires whites, led by specialist Michelle Bouffard and winemaker David Ferreira. The initiative also included a wine pairing lunch.
By the end of the year, the presence of Tejo wines in Canada will be reinforced with new masterclasses, this time again led by Dirceu Vianna Junior, thus consolidating the region’s reputation in a market with great growth potential.