Has mainstream vinho verde wine generalised the international image of the region, limiting the positioning of its more value-driven producers?
: international strategy

  • Ricardo Michael Konstantinou Alves (Student)

Student thesis: Master's Thesis

Abstract

Perhaps the greatest challenge of the regional brand is its endeavour to mutually benefit the individual brands under its own. For regional brands to succeed in the wine industry, they must seek to maintain a consistent brand image, and a positioning in the market that does not conflicting with that of its individual brands. The case of Vinho Verde epitomizes the struggle of a wine regional brand to grow in its quality-driven segment, due to the strong international image and reputation which it has in the lower segments of the market. Consequently, this study discovers that the Vinho Verde wine region is generalised by its low cost style of wine to the extent that the region itself is misperceived as a wine style, rather than a region. Further, this study attempts to draw the link between this low-cost image and the implications which it could have on the positioning of the region’s recently emerged value-driven producers. The research finds that these producers are in fact limited by the mainstream-style image of the region. This is proven not only by the prices of the value-driven segment – that are perceived to be lower than their potential – but by the tendency of these producers to avoid using the regional name (Vinho Verde) on the front of their bottles.
Date of Award14 Feb 2017
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorRicardo Reis (Supervisor)

Keywords

  • Regional brands
  • International image
  • Mainstream style
  • Low-cost
  • Value-driven

Designation

  • Mestrado em Gestão e Administração de Empresas

Cite this

'