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Revitalizing the Port wine industry through premium rum diversification and strategic innovation exploring the market potential of Porto rum through global trends and competitive benchmarking

2025-06-26Dissertação de mestrado Acesso embargado
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorPita, José Miguel
dc.contributor.authorCerise, Stephanie
dc.date.accessioned2025-09-01T14:51:12Z
dc.date.embargo2028-06-26
dc.date.issued2025-06-26
dc.date.submitted2025-05-21
dc.description.abstractThe Port wine industry, deeply embedded in Portuguese heritage, is undergoing a period of significant transformation. Facing declining consumption, shifting demographics, and intensifying global competition, traditional Port houses must seek innovative avenues for growth. This thesis explores strategic diversification through the development of a Porto Rum Cluster, a collaborative ecosystem where Port wine producers leverage their heritage, barrels, and distribution channels to produce premium rum aged in Port casks. Using the case of Scoundrels Distilling as a proof of concept, this study assesses the operational feasibility, market trends, supply chain structure, and go-to-market strategy for launching a premium, Portuguese-branded rum. Through frameworks like Porter’s Value Chain and STP (Segmentation, Targeting, and Positioning), the analysis demonstrates how storytelling, sustainability, and cross-category innovation can revitalize legacy wine brands. The research concludes that a Porto-based premium rum initiative is both culturally resonant and commercially promising, offering a path toward long-term value creation for the broader spirits industry in Portugal.pt_PT
dc.identifier.tid203990595pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/187300
dc.language.isoengpt_PT
dc.subjectGo-to-market strategypt_PT
dc.subjectProductpt_PT
dc.subjectDifferentiationpt_PT
dc.subjectMarket prioritizationpt_PT
dc.subjectConsumer trendspt_PT
dc.subjectValue chain analysispt_PT
dc.subjectLocal integration strategypt_PT
dc.subjectCultural identity revivalpt_PT
dc.subjectCost and revenue structurept_PT
dc.subjectFinancial projectionspt_PT
dc.subjectPort winept_PT
dc.subjectPremium rumpt_PT
dc.subjectPorto rum clusterpt_PT
dc.subjectCask-aged spiritspt_PT
dc.subjectStrategic diversificationpt_PT
dc.subjectPort caskspt_PT
dc.subjectHeritage brandingpt_PT
dc.subjectStorytellingpt_PT
dc.subjectLocal sourcingpt_PT
dc.subjectMolassespt_PT
dc.subjectRAR açúcarpt_PT
dc.subjectFermentationpt_PT
dc.subjectDistillationpt_PT
dc.subjectScoundrels distillingpt_PT
dc.subjectIn-house productionpt_PT
dc.subjectStrategic partnerships,pt_PT
dc.subjectPortuguese spirits industrypt_PT
dc.subjectPorter's value chainpt_PT
dc.subjectSupply chain integrationpt_PT
dc.subjectYeast innovationpt_PT
dc.subjectSustainable productionpt_PT
dc.subjectSTP frameworkpt_PT
dc.subject4P marketingpt_PT
dc.subjectMarket segmentationpt_PT
dc.subjectGo-to-market strategypt_PT
dc.subjectInternationalizationpt_PT
dc.subjectAlma Atlânticapt_PT
dc.subjectCraft spiritspt_PT
dc.subjectBrand identitypt_PT
dc.subjectFinancial projectionspt_PT
dc.subjectBreak-even analysispt_PT
dc.subjectDiversificationpt_PT
dc.subjectDouro Valleypt_PT
dc.subjectBarrel agingpt_PT
dc.subjectSecond-use caskspt_PT
dc.subjectFortified winept_PT
dc.subjectBrand revitalizationpt_PT
dc.subjectMarket repositioningpt_PT
dc.subjectValue creationpt_PT
dc.subjectConsumer trendspt_PT
dc.subjectProduct innovationpt_PT
dc.subjectGlobalizationpt_PT
dc.subjectNiche marketspt_PT
dc.subjectSpirits industrypt_PT
dc.subjectPortuguese identitypt_PT
dc.subjectBrand heritagept_PT
dc.subjectCross-category strategypt_PT
dc.subjectBrand storytellingpt_PT
dc.subjectExport strategypt_PT
dc.subjectRum maturationpt_PT
dc.subjectRegional brandingpt_PT
dc.subjectPremiumizationpt_PT
dc.subjectSustainabilitypt_PT
dc.subjectAtlantic influencept_PT
dc.subjectTerroirpt_PT
dc.subjectCultural brandingpt_PT
dc.subjectProduct differentiationpt_PT
dc.subjectAuthenticitypt_PT
dc.subjectInnovation strategypt_PT
dc.subjectLegacy brandspt_PT
dc.subjectNew consumer segmentspt_PT
dc.subjectIdentity shiftpt_PT
dc.subjectExperiential marketingpt_PT
dc.subjectCask-finishingpt_PT
dc.subjectProduct perceptionpt_PT
dc.subjectTrade channelspt_PT
dc.subjectLuxury spiritspt_PT
dc.subjectStartup distilleriespt_PT
dc.subjectSegment disruptionpt_PT
dc.subjectTradition vs. innovationpt_PT
dc.subjectStorytelling marketingpt_PT
dc.subjectIndustry collaborationpt_PT
dc.subjectEconomic sustainabilitypt_PT
dc.subjectBrand partnershipspt_PT
dc.subjectMarket adaptationpt_PT
dc.subjectArtisanal productionpt_PT
dc.titleRevitalizing the Port wine industry through premium rum diversification and strategic innovation exploring the market potential of Porto rum through global trends and competitive benchmarkingpt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsembargoedAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Master’s in Management/ Impact Entrepreneurship & Innovation from the Nova School of Business and Economicspt_PT

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NSBE - MA Dissertations