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Few family names are as closely associated with the Douro Valley as Symington. For more than a century, the Symington family has played a defining role in the evolution of Portugal’s wine industry, building an international reputation through iconic Port houses such as Graham’s, Dow’s, Warre’s and Cockburn’s.

Representing the fifth generation of this distinguished wine family, Charlotte Symington is taking care to guide the business into a new era. While deeply rooted in one of the world’s most historic wine regions, she brings a distinctly modern perspective shaped by experience in branding, communications, events and the arts.

After working in London and gaining experience outside the family business, Charlotte returned to Portugal to join Symington Family Estates, where she focuses on marketing, brand development and consumer engagement. Her work reflects a broader transformation within the wine industry: connecting heritage brands with new generations of wine lovers through storytelling, hospitality, wine tourism and digital communication.

As the wine world faces changing consumer expectations, sustainability challenges and increasing global competition, Charlotte represents a generation determined to preserve tradition while embracing innovation.

For this interview, Charlotte Symington sits down with Armin – The White Glove Sommelier, founder of the company Gourmet Wine Travel, to discuss the intersection of wine, hospitality and authentic travel experiences. Together, they explore how one of Portugal’s most influential wine families is balancing tradition, innovation and the expectations of today’s global wine enthusiasts.

Q: Charlotte, the Symington name is synonymous with the Douro Valley and Port wine. What was it like growing up in a family whose history is so deeply intertwined with one of the world’s great wine regions?

A: It felt completely natural because the Douro Valley was simply the backdrop to my childhood and everyday life. At the same time, looking back, I realise what a privilege it was to grow up surrounded by such a remarkable landscape, a rich wine culture, and a family so deeply connected to the region. The Douro Valley is not just where I come from, it is truly my home.

 Q: You gained experience outside the family business before joining Symington Family Estates. Looking back, what lessons from those experiences have influenced the way you approach your role today?

A: I believe it was incredibly important to gain experience outside the family business. Before joining Symington Family Estates, I spent ten years working in London, which gave me valuable insights and perspectives that I could later bring back to the company. One of the most important lessons was understanding the wine trade from a broader commercial perspective and, above all, getting much closer to the customer. Working outside the family environment also helped me develop independence, build confidence in my own decisions, and gain experience that continues to influence the way I approach my role today.

Q: Family-owned wine companies often face a delicate balance between preserving heritage and embracing change. How do you personally navigate that balance?

A: I believe heritage and change should go hand in hand. As a family business, we have a responsibility to respect and preserve the legacy that has been built over generations, but at the same time, we cannot stand still. The wine world is constantly evolving, and so are consumer expectations. For me, the key is to remain true to our values while being open to new ideas, new ways of communicating, and new opportunities. Above all, it is essential to build a closer connection with the end consumer, to understand what inspires them and to ensure that our wines and experiences remain relevant for future generations.

Q: The Douro has evolved from being known primarily for Port to becoming one of Europe’s most exciting fine wine destinations. Where do you see the region ten years from now?

I believe the Douro has a very bright future. The region is already gaining international recognition for its fine wines, and I expect that momentum to continue. Improved accessibility and growing interest in authentic travel experiences are also attracting more visitors. In ten years, I see the Douro as an even stronger wine and tourism destination, celebrated not only for its wines but also for its unique landscapes, culture, and hospitality.

Q: Today`s travellers increasingly seek authentic experiences rather than simply luxury accommodation. How is Symington Family Estates responding to this shift in visitor expectations?

A: Today’s travellers are looking for more than luxury accommodation or fine dining. “Experience and connection” have become the new luxury. People want authentic encounters, to understand where a wine comes from, meet the people behind it, and feel connected to a place.

At Symington Family Estates, we create these experiences by inviting visitors into our vineyards and wineries, where they can meet the people behind our wines and gain first-hand insight into the craftsmanship, passion, and challenges of the Douro. That deeper understanding creates a lasting connection and makes the experience truly memorable.

Q: Wine production, hospitality, gastronomy and tourism are becoming increasingly interconnected. How important is hospitality to the long-term vision of Symington Family Estates?

A: Hospitality has become a key part of our long-term vision. While Port wine remains at the heart of our business, we now see three complementary pillars: Port wines, still wines and hospitality. Through our visitor centres and restaurants, we give guests a deeper connection to our wines, our people, and the Douro itself. Looking ahead, hospitality will continue to grow in importance as travellers increasingly seek authentic and immersive experiences. Our goal is to create meaningful moments that connect people with the region, its culture  and our wines.

Q: Sustainability has become a central topic in the wine industry. What does sustainability mean in practical terms for a family business that thinks in generations rather than quarters?

A: Sustainability comes naturally to a family business because we think in generations, not quarters. As the fifth generation, our responsibility is to ensure the sixth can continue producing great wines. That’s why sustainability influences every decision we make, from becoming Portugal’s first B Corp certified wine company to reducing bottle weight and continuously improving our environmental and social impact.

Q:You represent a generation that communicates differently with wine consumers. How can historic wine brands remain relevant and appealing to younger audiences without compromising authenticity?

We are proud of our heritage, but we also recognize that younger consumers engage with brands differently. That’s why we’ve embraced social media, refreshed our luxury packaging, and modernized our communication. The challenge is to evolve the way we tell our story while preserving the authenticity and values that have defined our wines for generations.

Q: If a visitor were to remember just one thing about the Douro after spending time with your wines, your landscapes and your people, what would you hope that memory would be?

A: I hope people remember not only the breathtaking beauty of the Douro Valley, but also the hard work behind it. Our steep terraces produce low yields and require immense dedication. Most importantly, I hope they remember the people whose passion and commitment make the Douro truly unique.

Q: Every great wine carries the identity of the landscape from which it comes. How important is storytelling in helping consumers connect emotionally with a wine, a vineyard, and a family behind it?

A: Storytelling is essential. We have been making wine in Portugal for more than 145 years, and it allows us to share our heritage, our vineyards, and our people. It creates a deeper connection between consumers and our wines.

Q: Among all the projects you are currently involved in, which one excites you the most and why?

A: What excites me most is helping to build the global reputation of Douro table wines. While the region is famous for Port, we also produce exceptional still wines, and sharing that story with a wider audience is a great opportunity for the future.

Q: If we were having this conversation again ten years from now, what achievement would make you most proud?

A: In ten years, I would be most proud if we had significantly expanded our international presence and established our brand beyond its traditional Christmas associations, while I played a key role in that journey and in the continued success of our company.

Q: If you could recommend just one experience that every wine lover should have in the Douro, what would it be?

A: Visiting Quinta do Bomfim. You can walk through the vineyards, learn about the estate’s history and winemaking traditions, enjoy a guided wine tasting, and finish with a leisurely lunch overlooking the Douro Valley. It’s the perfect way to experience the beauty, culture, and wines of the region all in one place.

Charlotte, thank you for joining us. It has been a pleasure. We look forward to continuing the conversation and to bringing our Gourmet Wine Travel guests to the Douro to experience the wines, hospitality and remarkable heritage of the Symington family firsthand.