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Re-enchanting the dona Antónia sub-brand in Portugal: which communication strategy should be implemented by dona Antónia to attract Millennials & gen z
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Resumo(s)
Dona Antónia is a Port wine sub-brand that is endorsed by Porto Ferreira. This sub-brand aims to
grow in the Portuguese market and attract new generations without alienating its existing clientele.
Nonetheless, the cohort of Portuguese Millennials and Gen Z consumers perceive Port wine as
something reserved for special occasions and tend to associate Dona Antónia with more traditional
and conservative characteristics. Therefore, the objective of this Work Project is to specify which
communication strategy Dona Antónia should use to appeal to Portuguese Millennials and Gen Z
in order to ensure Dona Antónia's economic sustainability. The recommendations that follow are
focused on attracting new consumers through traditional and digital advertising, events, and
collaborations as well as by using online tools to clarify the brand articulation.
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Brand management Port wine Brand communication Events Advertising Millennials Gen z Branding Marketing Consumption