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Re-enchanting the dona Antónia sub-brand in Portugal: what can be adjusted in terms of narrative, packaging, and product line to attract younger clientele without losing current consumers
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Resumo(s)
Porto Ferreira’s sub-brand Dona Antónia has its roots in tradition and the experience of centuries old history. Considering the strategic goal of the brand to grow its market presence in the national
market, given the overall specificities of the Port wine category, it faces a set of challenges namely
visible among the younger cohort of consumers. Therefore, this Work Project focuses on adjusting
the narrative, packaging, and product line of the Dona Antónia sub-brand, aiming to attract a
younger audience without alienating its existing consumer base. The derived recommendations fall
upon recruiting new consumers through product initiatives and rearrangements in terms of brand
and product articulation.
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Palavras-chave
Port wine Product Strategy Branding Innovation Collaborations