Lisbon welcomed Falstaff with open arms and full glasses. The debut issue was presented on Wednesday evening at an elegant launch event attended by 600 distinguished guests.
Portugal is one of Europe's most exciting culinary destinations—it's high time for its own Falstaff magazine. The first edition of “Falstaff Portugal” was unveiled at Lisbon’s “La Distillerie” with a glamorous premiere attended by 600 invited guests. Lisbon’s crème de la crème graced the elegant launch with their presence: winemakers, restaurateurs, and figures from the cultural and media worlds came together to celebrate an evening that will long be remembered in the culinary scene.
For us, Portugal was always a matter of when, not if. The country has everything that defines Falstaff: an extraordinary wine culture, a gastronomy of world-class standard, and a way of life that draws people from across Europe. With our launch in Lisbon, we are now present in 13 European countries — and we are not done yet. But beyond the numbers, what moves me most about this launch is the people behind it. Alexa Desch brings a wealth of media expertise to this venture — a rare combination of editorial vision, commercial instinct, and a deep, personal love for Portugal. She has given Falstaff a true home in Portugal — one that doesn't just carry our name, but lives and breathes everything our brand stands for. That is something you cannot plan. That is something you feel. And I feel it every time I see what they are building in Lisbon.”
– Wolfgang Rosam, editor of *Falstaff*
Following its success in Italy, Slovakia, and most recently the Nordic countries, Falstaff continues its expansion with its latest launch. “Falstaff Portugal” is published quarterly in Portuguese, as well as in an English-language special edition with international distribution. The lifestyle magazine is now published in 13 European countries in five languages, with a total circulation of over 300,000 copies and approximately 3 million readers.
“It’s the right moment: Portugal is increasingly relevant internationally and living through a unique cultural energy. Falstaff brings the scale and the experience. Portugal brings the soul and the identity. The media landscape here remains fragmented, with no single premium platform bringing these worlds together — which is exactly what Falstaff does, with a discerning and authoritative point of view built on nearly 50 years of editorial experience recognized across Europe.”
– Alexa Desch, Editor-in-Chief and Managing Director of Falstaff Portugal
The launch was hosted by Joana Cruz, one of the most recognizable voices on Portuguese radio. The highlight of the evening was the cover reveal for the first two issues. The “Falstaff Portugal Legend Awards” were presented for the first time during the launch event. Dirk Niepoort was honored in the “Wine Legend” category, and Aires Mateus Architects received the “Falstaff Portugal Design Legend Award 2026.” The “Falstaff Portugal Travel Legend Award 2026” went to “Six Senses Douro Valley.” Hans Neuner was honored with the “Falstaff Portugal Gastronomy Legend Award 2026” for nearly two decades of culinary innovation.
