A breakthrough wine concept

Abstract

The Portuguese wine market model is traditionally based on attributes such as region, grapes and enologist, which makes an educated choice of the wine by younger consumers a difficult and uncomfortable process. The purpose of this work is to develop a hypothesis of a wine based on what young consumers value, such as the bond that drinking wine creates (friendship), instead of the traditional attributes. This new wine will break its connection with tradition, becoming a modern product, directed to an unconventional target that is increasingly consuming more wine.