Rodrigues, Luis Manuel da SilvaPinheiro, Manuel Maria Carlos2024-09-162024-09-162023-05-292023-05-29http://hdl.handle.net/10362/171827The Port wine industry is world-renowned for its traditionalism and prestige. In 2021, the Instituto dos Vinhos do Douro e do Porto approved the production and commercialisation of Portonic drinks by the sector’s companies. This new product line sets itself apart from the remaining industry offerings, intended to appeal to a broader customer base and increase Port wine consumption. The purpose of this work project is to analyse the Portonic brand as a potential Blue Ocean Strategy using the Blue Ocean frameworks, assessing its impact on the industry and characterising the Port wine industry as a Red Ocean.engStrategyWine industry in PortugalPort wine industryBlue ocean strategyPortonicReady-to-drink alcoholic beveragesmaster thesis203365216