Planalto, one of the Douro’s leading white wines and a market leader in its category, has unveiled a new brand image that reinforces its identity and establishes a more contemporary presence among consumers. With a market share of approximately 20% among Douro white wines, the brand is embarking on a new phase focused on highlighting its distinctive qualities and strengthening its connection with current and new audiences.
Produced at high altitudes in the Douro since 1962, Planalto Reserva is one of the region’s historic benchmarks for white wines. Distinguished by its consistency and fresh, balanced profile, the wine is the result of combining decades of winemaking expertise with the careful selection of grapes from the highest areas of the Douro, including traditional grape varieties such as Viosinho, Gouveio, and Malvasia Fina. A Portuguese classic that has remained relevant over time and continues to adapt to new generations and drinking occasions.
The rebranding represents a natural evolution of the brand and an affirmation of its relevance in the market. Developed in partnership with design consultant Rita Rivotti, the new visual identity conveys the “Timeless Excellence” signature through a more contemporary and premium aesthetic. The new labels highlight illustrations of the Douro’s hillsides, enhance visual clarity at the point of sale, and contribute to greater brand differentiation. In line with its sustainability commitments, the shipping boxes are now also produced from kraft cardboard.
According to Filipe Gonçalves, Chief Marketing Officer at Sogrape, “Planalto has always had a unique place in the Douro, defined by its freshness, consistency, and ability to remain relevant across generations. This new image does not represent a change in direction, but rather the affirmation of a brand that fully embraces its identity and its signature, ‘Timeless Excellence.’ We want to continue to elevate the profile of Portuguese white wines with a more contemporary expression, while keeping intact what has made Planalto a benchmark.”
True to the technical heritage upheld by Sogrape’s winemaking team, under the direction of Luís de Sottomayor, the wine’s sensory profile and characteristics remain strictly unchanged, ensuring the continuity of the quality and consistency that consumers recognize and value.
The new packaging will be introduced with the 2025 vintage, which will begin rolling out through various distribution channels this month, both in Portugal and in international markets.