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Revitalizing the Port Wine industry through premium rum diversification and strategic innovation - financial analysis and growth trajectory models

2025-06-29Dissertação de mestrado Acesso embargado
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authorProfile.emailguido.davenia@gmail.com
datacite.subject.fosCiências Sociais::Economia e Gestão
dc.contributor.advisorPita, José Miguel
dc.contributor.authorD'avenia, Guido
dc.date.accessioned2026-04-08T10:50:40Z
dc.date.available2026-04-08T10:50:40Z
dc.date.issued2025-06-29
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.eng
dc.identifier.tid204133106
dc.identifier.urihttp://hdl.handle.net/10362/202103
dc.language.isoeng
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectGo-to-market strategy
dc.subjectProduct
dc.subjectdifferentiation
dc.subjectMarket prioritization
dc.subjectConsumer trends
dc.subjectValue chain analysis
dc.subjectLocal integration strategy
dc.subjectCultural identity revival
dc.subjectCost and revenue structure
dc.subjectFinancial projections
dc.subjectPort wine
dc.subjectPremium rum
dc.subjectPorto rum cluster
dc.subjectCask-aged spirits
dc.subjectStrategic diversification
dc.subjectPort casks
dc.subjectHeritage branding
dc.subjectStorytelling
dc.subjectLocal sourcing
dc.subjectmolasses
dc.subjectRAR açúcar
dc.subjectFermentation
dc.subjectDistillation
dc.subjectScoundrels distilling
dc.subjectIn-house production
dc.subjectStrategic partnerships
dc.subjectPortuguese spirits industry
dc.subjectPorter's value chain
dc.subjectSupply chain integration
dc.subjectYeast innovation
dc.subjectSustainable production
dc.subjectSTP framework
dc.subject4P marketing
dc.subjectMarket segmentation
dc.titleRevitalizing the Port Wine industry through premium rum diversification and strategic innovation - financial analysis and growth trajectory modelseng
dc.typemaster thesis
dspace.entity.typePublication
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 Economics

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NSBE - MA Dissertations