Paradise Night Out

: the flavored wines arrive to Portugal

Abstract

Grupo Bacalhôa is a Portuguese wine company that has been present in the market for a long time. In 2013, following what was happening in other countries; they have created and launched the Paradise Night Out. The drink is a flavored wine, which means that get together the tradition of wine with the evolution of the technology development that allows adding water and aromas to wine. In France, the flavored wine category entered in the market in 2011 and has been double its profit from year to year. After more than one year of being released, sales were below expected and the presence in the alcoholic beverage market was not as strong as it was intended. It was time for the marketing department analyzes and rethinks its strategy. In the beginning the drink was launched not only for the night market but also for the end of day/ after work moments. Taking into account what the market needs and what is the competition, the department thought that it would bring more advantages to choose only one market and delineate from there the new strategy.

Date of Award	13 Feb 2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Alexandre Gonçalves Marcos (Supervisor) & João Borges Assunção (Co-Supervisor)