Portugal news - Portuguese Port Wines from Sogrape dominate Times Square in 2025.
As US tourism to Portugal surges to record-breaking levels and Americans are discovering a love for Portuguese culture and gastronomy, the momentum is spurred by gigantic billboards that warm up Times Square with famous Portuguese port wines as a nod to its deep roots in the Portuguese wine tradition.
Portuguese Port Wines Silk & Spice and Sandeman will light up Times Square and captivate millions of visitors daily, the brands rotating every few weeks throughout 2025 and bringing their distinctive Portuguese flavors to the heart of New York City.
The Times Square billboard is a towering 15-story digital masterpiece situated at 1552 Broadway between 46th and 47th streets. Spanning four connected screens, the billboard will alternate between the Silk & Spice and Sandeman port brands, creating a visual spectacle that will captivate the attention of millions of visitors and locals alike.
Silk & Spice port wine is one of America’s fastest-growing red wine blends, while the legendary Port wine Sandeman house will take center stage on the iconic billboards of Times Square.
Portuguese port wine Sandeman is produced by the world’s most awarded Port house and is a market leader in the U.S. Its 20-year-old aged tawny port will take center stage on the billboards of Times Square in 2025. Since 1790, Sandeman has built a legacy based on quality and artistry with the iconic “The Don” logo that will appear larger than life in the heart of Times Square.
Over the past decade, Portuguese port wine Silk & Spice has gained a cult following in the US, consistently growing ahead of category trends. This rapid rise has been fueled by a growing American thirst for distinctive wines that combine boldness with elegance. Silk & Spice is the embodiment of adventure and discovery, crafted from a unique blend of indigenous Portuguese grapes, its portfolio of red and white wines is designed to be approachable, easy to drink, and bursting with flavor.
“Silk & Spice was created nearly a decade ago with the American wine drinker in mind, and Sandeman’s legacy spans centuries. Together, they represent the best of both worlds, offering wine enthusiasts a blend of the modern and the timeless,” stated Stephen Brauer, CEO of Evaton.
Evaton USA, that has an award-winning portfolio of fine wines and spirits and specializes in the Iberian Peninsula, is the US distributor of Sogrape, the Portuguese leading wine company that is known for iconic brands such as Mateus, Sandeman Ports & Sherries and Casa Ferreirinha.
With Portuguese Port Wines dominating Times Square in 2025, the gigantic billboards are making a bold statement about the attractiveness of Portuguese wines that have a bright future ahead.