Velosa, JorgePereira, Esmeralda Udelsmann Rodrigues Nosolini2024-09-122023-01-232023-01-23http://hdl.handle.net/10362/171623In the fiercely competitive Belgian alcoholic beverages market, the Port wine brand Offley strives to maintain its prominence. As part of the strategic marketing solution to grow Offley in Belgium leveraging its legacy, a new STP, brand identity, and marketing mix position the brand in the spirits/apero drinking moment. Lastly, this report develops Offley’s brand identity and elements in liaison with this new positioning, blending Port wine legacy with Belgian apero culture for a daring brand essence that honours Offley’s Baron of Forrester by challenging all rules to disrupt the conformist status quo of Port wine and the creatively stagnated spirits industry.engB2c marketing4ps marketing mixStpBrand identityBrand elementsMarket researchIntegrated marketing communicationsInternational marketing strategyBelgian consumersAlcoholic beverages brandingPort winemaster thesis203315987