A first for the brands, the campaign shines a light on the pleasures of Portuguese wines
December 18, 2024 — Times Square, the world’s ultimate crossroads of culture, commerce, and entertainment, is about to welcome two powerhouse brands from Portugal. Silk & Spice, one of America’s fastest-growing red wine blends, and Sandeman, the legendary Port house, will take center stage on its iconic billboards. Starting this month, these storied brands will light up Times Square and captivate millions of visitors daily, rotating every few weeks for the next 14 months and bringing their distinctive stories to the heart of New York City.
This unprecedented initiative marks a bold new chapter in both brands’ journey, reflecting their shared commitment to pushing boundaries and elevating their global presence.
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. Over the past decade, Silk & Spice has gained a cult following, 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.
Now, in an exciting twist, Silk & Spice is taking its message of adventure to one of the world’s most iconic locations, showcasing its dynamic presence in the world of wine—and setting its sights on even greater success in the future.
Later in December, Sandeman Port—the world’s most awarded Port house and a leader in the U.S. market—will debut its 20-Year-Old Aged Tawny on the same billboards. This marks a new chapter for a brand with centuries of tradition and innovation. Since 1790, Sandeman has built a legacy based on quality, artistry, and groundbreaking advertising. In the 1920s, founder George Sandeman commissioned the creation of the iconic “The Don” logo—a figure that remains an emblem of excellence on every bottle of Sandeman Port today. Now, The Don will appear larger than life in the heart of Times Square, bringing the essence of Portuguese craftsmanship to the world’s most famous crossroads.
As US tourism to Portugal surges to record-breaking levels, Sandeman’s presence in Times Square is a nod to its deep roots in the Portuguese wine tradition, while propelling the brand—and the Port category—into the future.
“Placing our brands in such an iconic location speaks volumes about our mission to elevate Portuguese wine and introduce it to a new generation of American consumers,” said Stephen Brauer, CEO of Evaton. “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. This high-profile advertising will not only amplify brand awareness but also inspire consumers to explore the unique worlds of Silk & Spice and Sandeman.”
Evaton, a leading importer of Iberian wines in the U.S. and the distributor behind Silk & Spice and Sandeman, has been driving growth and building a rich portfolio of award-winning wines since its founding in 2000.
The Times Square billboard—a towering 15-story digital masterpiece situated at 1552 Broadway between 46th and 47th streets—will be impossible to miss. Spanning four connected screens, the billboard will alternate between Silk & Spice and Sandeman, creating a visual spectacle that will captivate the attention of millions of visitors and locals alike. This stunning, high-impact advertising will run until the end of 2025, making a bold statement about the future of Portuguese wines in the global marketplace.
Get ready, Manhattan. Silk & Spice and Sandeman are bringing the heat to Times Square—bold flavors, rich history, and an iconic new chapter in the world of wine.
About Evaton
Founded in 2000, Evaton USA is a national importer of fine wines and spirits, with an award-winning wine and spirits portfolio specializing in the Iberian Peninsula. Evaton is the US distribution arm of Sogrape, a leading wine company in Portugal, known for such iconic brands as Mateus, Sandeman Ports & Sherries and Casa Ferreirinha. The company is proud to represent the Sogrape portfolio from Portugal, Argentina, Chile & New Zealand, as well as partnerships with premium wine and spirits brands and families from Italy, France & Spain. Headquartered in Stamford, CT, the company distributes its fine wine and spirits portfolio in all fifty states. For more information please visit: https://evaton.com/
About Sogrape:
Founded in 1942 by Fernando Van Zeller Guedes, Sogrape was born to demonstrate the quality of Portuguese wines to the world. From a single winery in the Douro Valley focused on the production of Mateus Rose, this family company has become global, with presence in more than 120 markets, owning over 1,600 hectares of vineyards in Portugal, Spain, Chile, Argentina, and New Zealand.
Moved by the purpose of bringing Friendship and Happiness to everyone it touches through its wonderful wines, the family spirit and the peak performing team culture lived at Sogrape are key in the successful path that it has been building for over 80 years.
Under the leadership of Fernando da Cunha Guedes, current President and 3rd generation of the founding family, the leading company in Portugal aims to spread Sograpiness through the world and be affirmed as a catalyst for positive societal change, respecting the limits of the planet in the construction of a more sustainable and inclusive future.
