Port and Chocolate: A Modern Pairing Strategy

Port’s traditional image and market challenges

Historic Port cellars evoke tradition, but that image can feel stale. Port wine has long been seen as a “grandma’s drink,” tied to Christmas dinners and rich dessert menus. Many younger consumers simply assume Port isn’t for them. Industry experts note that Port producers have struggled with these stereotypes. As Quevedo Port’s marketing head observes, visitors often answer “grandparents” when asked about Port, believing “it’s not cool enough” for today’s drinkers. To thrive, Port brands must reframe the narrative, showing that fortified wine can be contemporary and exciting.

Market data shows why this matters. A recent report forecasts the global fine Port market to grow from $1.2 billion in 2024 to $2.1 billion by 2033 (about 6.2% CAGR). Growth is driven by younger, affluent buyers seeking unique taste experiences and brands with heritage. These drinkers are more open to exploring fortified wines like Port if the occasion and messaging feel relevant to their lifestyles. However, Port’s overall case volumes have declined in some traditional markets, so brands must innovate to regain momentum.

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Why chocolate appeals as a pairing

Chocolate’s broad popularity makes it a powerful hook for Port. In a survey of pairing science, Port with dark chocolate is cited as a “classic” match. Chocolate is inherently sweet and often bitter, while many Ports are rich and fruity, creating a flavor contrast that excites the palate. In practical terms, sugar in the chocolate counteracts wine bitterness, and the high cocoa butter fat helps cloak harsh alcohol notes. As one wine scientist notes, “fat counteracts the astringency of tannins in wine” – this means a bite of creamy chocolate can soften Port’s tannic or alcoholic edge.

Key pairing factors include:

• Sweetness contrasts: Sweeter Port (like Ruby or Tawny) can tame dark chocolate’s bitterness, while mild chocolate highlights a Port’s fruitiness.
• Fats and mouthfeel: Rich cocoa butter in chocolate creates a silky coating that buffers alcohol heat in fortified wine.
• Complexity synergy: Shared notes (toffee, dried fruit or spice) in Port and flavored chocolates (e.g. caramelized milk chocolate with Tawny) can enhance each other.

Because 9 out of 10 people love chocolate, pairing it with Port can make the experience universally appealing. Chocolate also invites a sensory indulgence – savouring a piece slowly – which fits well with the ritual of sipping fine Port. Taylor’s master chocolatier Pedro Araújo puts it simply: “chocolate and Port wine are a match made in heaven”. By highlighting this synergy, brands can tap into a ready-made affinity to attract wider audiences.

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Taylor’s Vinte Vinte: a case study in innovation

Taylor’s (part of The Fladgate Partnership) has led the charge with its Vinte Vinte chocolate brand. Launched in 2020, Vinte Vinte was the first chocolate house founded by a Port producer. It offers four craft chocolate lines (Classic, Fusion, Cacao Intensity, Grand Cru) and even creates Port-infused truffles and tasting boxes. The idea is to use chocolate to tell the Port story in a new way.

For example, Taylor’s now sells a Chocolate & Port Tasting Pack: a gift box of four Port miniatures paired with four Vinte Vinte chocolate bars. Another product is the Port Cup Pack introduced in 2025: a half-bottle of Late Bottled Vintage (LBV) Port packaged with eight Vinte Vinte 58% dark chocolate cups. These edible cups (made of chocolate) are meant to be nibbled after a sip of Port, “let[ting] the flavours harmonise” in the mouth. Marketing materials even call it “a match made in heaven!” and encourage consumers to share the experience with friends or as a novel dessert at dinner.

Pedro Araújo emphasizes that these products target new and lapsed drinkers. Early trials showed the chocolate cups appealed across age groups, but the campaign explicitly aims at younger demographics through social media and shareable moments. Gift packs are timed for occasions like Valentine’s or Easter, inviting people to think of Port as a stylish present (alongside flowers or chocolate eggs). Even Taylor’s Porterhouse visitor experience now includes The Chocolate Story museum, where customers watch bean-to-bar production on-site. This immersive attraction reinforces the chocolate narrative and draws wine tourists into Port tasting by way of another beloved indulgence.

Key facts from Taylor’s approach:

• They assert that chocolate’s popularity helps “bring new and lapsed consumers into the port category” via gifting and sharing.
• Marketing stresses novelty (edible cups, curated boxes) and new consumption moments (romance, parties) to reshape Port’s image.
• The campaign openly addresses ignorance: many “still don’t know that white port even exists” or that a Tawny can be served chilled. The fun packaging invites curiosity and trial.

In summary, Taylor’s Vinte Vinte efforts show how combining Port and chocolate can be more than a food pairing – it’s a storytelling and experiential platform that modernizes the brand.

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Lessons from other brands and trends

Taylor’s is pioneering the Port–chocolate playbook, but it isn’t the only strategy shift in the industry. Other Port producers have taken different routes to appeal to modern consumers. For example, Quevedo Port (a younger company) revamped its labels in 2021 with bold colors and block patterns to look more like contemporary spirits bottles. Churchill’s Port (a boutique Douro producer) chose the opposite design: minimalist diamond-shaped labels and clear bottles, aiming for an upscale lifestyle vibe. Both rebrands report success in attracting millennials and Gen Z by breaking the “dark bottle, old style” code.

Consider Quevedo’s launch: a line of Colourful Port. The packaging looks nothing like your grandfather’s port bottle, sending the message that Port can be fun and accessible. Churchill’s emphasizes a fresh story of family independence, positioning itself as the “original millennial port company” to resonate with younger values.

Beyond visuals, beverage trends have embraced Port in cocktails and seasonal occasions. Rosé Port, for instance, is marketed explicitly as a summer cocktail mixer. Mixes like the Port & Tonic (Port, tonic water, citrus) are gaining traction at wine bars. Roy Hersh, CEO of digital platform For The Love of Port, notes that “stepping up to an adult beverage is a big deal for the younger generation,” and anything that makes Port approachable (like cocktails or pairing with chocolate) is a “net positive”.

These examples suggest that fresh branding and new drinking contexts can reduce barriers. Chocolate fits into this trend by offering a tactile, indulgent moment. Unlike cheese or cigars, chocolate is already beloved by mass audiences. It also creates a legitimate reason to talk about Port outside holiday time. Pairing kits and cocktails highlight everyday occasions: dessert after dinner, summer parties, romantic gifts.

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Strategic recommendations for Port brands

To make Port “cool again,” marketing leaders should consider a multipronged approach combining product, packaging, and messaging. Based on the insights above, key strategies include:

• Innovative product bundles – Develop ready-to-go pairing sets or experiences. Taylor’s gift boxes and edible cup packs show that unique formats (mini bottles + artisan chocolate bars or cups) spark consumer interest. Consider collaborations with local chocolatiers or pastry chefs to create co-branded offerings.
• Highlight sensory contrasts – Emphasize the science-backed appeal of Port–chocolate pairings. Provide tasting notes or guides (digital or on-pack) that help consumers choose complementary flavors (e.g. “Dark chocolate + Ruby Port” vs “Milk chocolate + Tawny”).
• Experience-based marketing – Use events and tours to educate. Chocolate factory tours, wine-bar tasting nights, and festival presence with pairing demos can intrigue novices. For example, Taylor’s open “Chocolate Story” in Gaia and its social media shareable unboxing videos invite audience participation.
• Modernize branding – Refresh label design and campaigns to reflect contemporary tastes. If colorful or minimalist imagery can attract new eyes (as shown by Quevedo and Churchill), align the visual identity accordingly. Link that image to messages of fun, versatility, and social occasions.
• Target multiple occasions – Position Port beyond the holidays. Market Port–chocolate gifts for Valentine’s Day, dinner parties, Easter, and even casual after-work indulgence. As Taylor’s noted, these packs “invites new consumption occasions” – from romantic gestures to dinner party treats.
• Digital storytelling and social media – Share visually engaging content around the pairing. Photos and videos of chocolate + Port pairings, cocktail recipes, and influencer tastings can make Port seem trendy. Encourage user-generated content (e.g. customers enjoying a Port–chocolate moment).
• Education & point-of-sale support – In retail or on e-commerce, offer clear explanations of why chocolate and Port match well. Quick facts (“high-fat chocolate softens the Port’s edge”) and pairing charts give buyers confidence to try something new.

By implementing these tactics, brand owners can leverage chocolate as a pathway to younger audiences. This aligns with broader industry trends: analysts expect Port growth to be driven by creative storytelling and premium experiences. In a crowded beverage market, Port needs distinctive angles. Chocolate pairings – with their built-in indulgence and shareability – offer a compelling avenue.

Port doesn’t have to be relegated to old traditions. It can become an all-year delight, a versatile cocktail base, or a decadent dessert companion. As Taylor’s predicts, if Port and chocolate pairing truly catches on, industry leaders will have “done a terrific job” transforming the category. For now, the early results are promising: a sweet strategy blending heritage with innovation is helping Port win over a new generation.