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Re-enchanting the dona Antónia sub-brand in Portugal: how can the Port wine sector attract Portuguese millennials and gen z
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Resumo(s)
The Port wine brand Dona Antónia strives for higher growth in the Portuguese market. To obtain
insights about the market, mystery shopping, consumer in-depth interviews, and a quantitative
survey were conducted. Results show that the segment of young consumers seems to be distant
from the Port wine, which compromises the sustainability of the category. Through collective
effort, it is aimed to overcome the lack of appeal of the Port wine category to Portuguese
Millennials and Gen Z by demystifying the beverage, creating new moments of consumption,
enhancing targeted marketing, and raising young consumers’ Port wine knowledge.
Descrição
Palavras-chave
Port wine Marketing Innovation Consumption Millennials Genz