Jorge Moreira celebrates 20 years of his career as a winemaker this year, and although he is already celebrating his 21st harvest, he prefers to remain humble and say that he has “20 years of harvests under his belt”. A key figure in the new generation of winemakers who have transformed the Douro, Jorge is recognised for his sincerity, simplicity and discretion, qualities that set him apart in a world often dominated by egos and disputes.
The Douro, the oldest demarcated region in the world, has always lived under the banner of Port Wine. For centuries, still wines were seen as a by-product — what was left over from the grapes that were not transformed into fortified wine. Only very recently — just over two decades ago — did Douro still wines gain prominence and begin to be recognized for their quality, in a quiet revolution that transformed the region.
Jorge Moreira is one of the most emblematic faces of this revolution. His story is, curiously, the result of chance: he chose oenology almost on impulse, to escape the routine of Porto, and enrolled at the University of Trás-os-Montes and Alto Douro. He did the course without much conviction and, after finishing, returned to Porto to work in the fireplace and heat recovery industry, in a commercial career that seemed destined to take him away from oenology.
It was his family’s insistence — and a friendly suggestion — that pushed him back into the vineyards: a harvest internship at Real Companhia Velha. And it was love at first sight. That experience awakened his passion for oenology and led him to swap his commercial career for winemaking. Since then, Jorge Moreira has never looked back.
At Real Companhia Velha, he initially worked alongside Jerry Luper, a renowned American winemaker, and quickly assumed responsibility for wines such as Cidrô Chardonnay and Cabernet Sauvignon. Seven years later, he was already coordinating almost all of the company's production. But Jorge wanted more: he wanted to have his own voice, to experiment, and to get to know the vineyards and grape varieties of the Douro in depth.
This is how the Poeira project was born in 2001, a personal adventure that marked the beginning of a new phase: that of a resident winemaker deeply connected to the land. Jorge settled in the Douro and became part of the new generation of winemakers who, by choosing to live in the region, got to know each slope, each soil, each vineyard, with a dedication that transformed the way wine is made.
Balancing responsibilities at Real Companhia Velha and Quinta de La Rosa — in addition to his Poeira — Jorge Moreira dedicated himself entirely to the vineyard and the winery, often working into the early hours of the morning, alternating between projects and sacrificing hours of rest to be present at every detail. This total dedication explains the success of the wines he produces today: wines of great personality, complexity and elegance, which have won over critics and consumers alike.
Poeira, his signature project, is today one of the great references of the Douro, a symbol of the quiet revolution that has restored the prestige that still wines deserve. At Quinta de La Rosa, he helped to consolidate a brand that gained international visibility and market share. And at Real Companhia Velha, he was one of those responsible for restoring the prestige and commercial success of the company, which had once been dormant, and which is now once again a reference on the national and international scene.
Twenty years later, Jorge Moreira is considered one of the most respected winemakers in Portugal. With his legendary directness and rare critical sense, he has won the respect of his colleagues, the trust of journalists and the hearts of wine lovers. Today, the Douro is also a reflection of Jorge Moreira’s work and dedication: a region that knows how to balance tradition and modernity, capable of creating wines that are true ambassadors of Portugal to the world.
