Papa Figos, one of Portugal’s leading Douro wine brands, the national leader in the IWSR Brand Power Index*, and named a Superbrand 2026, is unveiling a new visual identity that reinforces its positioning and asserts its own, more contemporary and distinctive personality. This evolution marks a new phase in the journey of a brand that has earned a prominent place among consumers and within Sogrape’s portfolio.
Launched in 2012, Papa Figos draws inspiration from the Oriolus oriolus, the migratory bird that returns to the Douro with the arrival of spring and symbolizes the vitality and balance of the region’s ecosystem. Since its launch, the brand has experienced consistent growth, surpassing the 2-million-bottle sales mark just a few years after entering the market.
Under the tagline “Something good is in the air”—an expression that captures the brand’s optimistic spirit and the anticipation of good times to come, just as the arrival of the golden oriole heralds spring—its quality is reflected in three varieties: Red, White, and Rosé.
The rebranding serves as an affirmation of the brand’s maturity and identity. The new packaging stands out for its use of heavier-weight self-adhesive paper and the incorporation of sophisticated technical elements, such as textures, embossing, Braille varnishes, and more striking gold accents, lending greater elegance and prominence to the iconic bird that gives the brand its name.
The project was developed in partnership with the Portuguese studio Rita Rivotti Design Studio and also extends to the kraft cardboard shipping boxes, reinforcing a more coherent visual language aligned with the values of closeness to nature that characterize Papa Figos.
According to Filipe Gonçalves, Chief Marketing Officer at Sogrape
“This new phase for Papa Figos celebrates the maturity of a brand that has earned a prominent place in the Douro region and among consumers. With a more distinctive and contemporary identity, we reinforce Papa Figos’ unique character while keeping intact the authenticity, quality, and connection to the region that consumers recognize and value. It is a strategic step that reaffirms our confidence in the brand’s strength to continue bringing the Douro’s unique personality to new audiences and markets.”
Despite the evolution in communication and branding, the wine’s sensory profile and technical precision remain unchanged. Sogrape’s winemaking team, led by Luís de Sottomayor, ensures the continuity of the quality and winemaking philosophy that have contributed to the brand’s success over the years. The new brand image will begin rolling out to the market this month, with gradual implementation across various national and international distribution channels.
About Papa Figos
Born in the heart of the Douro and launched in 2012, Papa Figos is a tribute to the harmony between the vineyard and its ecosystem. The brand draws inspiration from the Oriolus oriolus, the small migratory bird that, upon arriving with spring, adds new hues to the green of the vines and symbolizes the vitality of nature, lightness, and the certainty that joy is just around the corner. It is this pulse of the natural world that brings its signature phrase to life: “Something good is in the air.”
This resilient and organic spirit makes Papa Figos the ambassador of a Douro where the land sets the pace and expertise ensures trust. Its quality is expressed in the purity of its wines: the Red, which draws from traditional grape varieties the freshness of the soil and fine tannins; the White, which reflects the luminosity and fresh air of the high-altitude vineyards with firm acidity; and the Rosé, a delicate and light expression, perfect for celebrating life outdoors. Papa Figos is nature itself, simplifying the choice and ensuring togetherness, warmth, and the genuine pleasure of sharing good times.
Papa Figos is a brand within the Sogrape universe, which now follows its own communication strategy that is more independent from the Casa Ferreirinha label.