Visit Portugal and Dentsu Creative Iberia have presented “Pairing Portugal”, a tourism marketing initiative that transforms the wine bottle into a new communication channel. The project connects 100 Portuguese wines with 100 poets and 100 places in the country through a cork with NFC technology, which allows access to a cultural and territorial experience linked to the origin of each wine.

Thus, each bottle incorporates a cork with NFC technology that, when you bring your phone closer, unlocks a digital experience linked to the origin of the wine. The user thus accesses a poem written specifically about that place, as well as information about the landscape, the people and the producer behind the label.

The technology has been developed by the Portuguese start-up Corkified and the participating poets have been selected by the Poets & Painters studio, reinforcing the cultural dimension of the project and its local anchoring.

“Portugal is a country full of stories, culture and poetry, and we are always looking for innovative ways to share its identity with the world”explains Lídia Monteiro, Board Member of Visit Portugal.

The experience was presented at FITUR, where Visit Portugal showed how the NFC cork works along with an explanatory panel on the cultural and technological foundations of the campaign. The display has had the participation of one of the selected poets, the Ambassador of Portugal and the Secretary of State for Tourism, reinforcing the institutional and cultural nature of the project.

All 100 wines will be available to consumers starting in March 2026, with a broader rollout planned for the second half of the year.

From the agency, Lourenço Tomás, Chief Creative Officer of Dentsu Creative Iberia, emphasizes that cork works here as an unexpected medium: a cultural support capable of housing stories, activating a tourist experience and even facilitating an e-commerce solution. Technology, in this case, makes the story possible.