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Martins de Sá Port was established in 2016 by Marco de Sá, an outsider to the traditional Port wine industry. The brand spearheaded the "Port for a New Generation" campaign, successfully attracting younger consumers to the category. This initiative notably elevated the profile of White Port and popularized the White Port and Tonic serve in restaurants and bars.
In 2020, Martins de Sá Port became the first to introduce a canned Port cocktail in the form of White Port and tonic. In the context of a traditional category such as Port, this was seen as an innovative step by the wine industry at large.
A significant aspect of Martins de Sá's success is its unconventional origin. Unlike established Port producers, Marco de Sá founded the brand as a grassroots project in homage to his Portuguese father, who grew up near Porto. This unique background contributed to the brand's distinctive approach and appeal.
References
edithttps://www.forbes.com/sites/paulcaputo/2024/05/09/port-for-a-new-generation/
https://www.thedrinksbusiness.com/2021/05/taylors-launches-port-and-tonic-in-a-can/