Velosa, JorgeSodagar, NinaKerth, Katheryn Emily2021-09-042026-01-042021-03-222021-01-04http://hdl.handle.net/10362/123858The Portuguese wine market is diverse and challengingwith 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.engSograpeMarketing planRed wineAlcoholic beveragesEvaristomaster thesis202741907