Understanding the undervaluation of Portuguese wine in the international market

Abstract

This dissertation aims to study the Portuguese wine industry, which is considered one of the oldest in the world, and understand if the general belief that the national wine is underrated in the international market can be proved to be true. Furthermore, the main goal is to identify the possible historical reasons behind the undervaluation of the wines and as well get an insight into what is currently being done by associations and companies in order to improve this situation. It is possible to conclude that Portuguese wine can be, in fact, be considered as undervalued in the international market when compared to other countries’ wines, which have similar levels of quality and industry history. Nevertheless, the circumstances seem to be evolving due to the immense economic and marketing efforts implemented by associations such as ViniPortugal and companies like Sogrape and Esporao, that with hard work, are helping to increment the awareness, perception, and value of their own products and therefore of Portuguese wines.

Date of Award	24 Jan 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Cardeal (Supervisor)