Ports of Luxury

: strategic management behind Luxury Port Wine

Abstract

Douro Valley is the first demarcated wine region of the world. It undoubtedly provides a powerful foundation to build a luxury brand, through the legacy and tradition of Port wine. Given the recent market entrance of luxury Port wines and luxury strategy latest developments, the present dissertation will propose a Port wine luxury strategy – how to increase brand equity, to develop and to communicate a luxury Port wine. Based upon theory and quantitative investigation, this research attempts to evaluate existent managerial practice and try to produce a set of recommendations, potentially beneficial to the industry in terms of managing the brand and the business of the called Ports of Luxury. Findings attest the good practice in terms of luxury management in Port wine industry. Pricing and target appraisals obtained the best results although none parameter has had the maximum appraisal, meaning managerial practice could be improved. It is possible to further develop distribution, digital communication and packaging.

Date of Award	2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)