Silveira, Catherine daLarraufie, Anne-FloreMoreira, Mariana Dinis Gomes2023-09-022023-01-172022-12-16http://hdl.handle.net/10362/157240Porto 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.engPort wineProductStrategyBrandingInnovationCollaborationsmaster thesis203313496