Velosa, JorgeSodagar, NinaCésar, Pedro Guilherme Sena Ferreira Da Silva2021-09-032021-01-192021-01-04http://hdl.handle.net/10362/123769The Portuguese wine market is diverse and challenging with a wide array of wines offered. Moreover, the market is also highly price and promotion sensitive, creating a daunting mission for a brand to stand out. Sogrape’s challenge is to create a new red wine brand to target younger consumers, who feel disconnected from the wine category. This report analyzes how Evaristo can gain full market coverage and become established as a dominant player in the Lisbon red wines category. Consequently, extensive research, marketing mix and implementation were developed for Evaristo, to attract young adults to the red wine category.engKeywords: sograpeMarketing planRed wineAlcoholic beveragesEvaristomaster thesis202739007