Wine market in Colombia: an opportunity for Portuguese wine producers/exporters

• Autor(a) principal: Hurtado, Angélica
• Data de Publicação: 2015
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/11136
• topic: International market selection; Colombia; Portugal; Wine industry; Motivations to internationalize; Seleção de mercados internacionais; Colômbia; Indústria do vinho; Motivações para a internacionalização

The main propose of this dissertation is to analyze the attractiveness of the Colombian market for Portuguese wine producers/exporters as well as the main challenges they face when entering in a different market where the consumption of wine is low. This study confronts two different cultures and histories in order to create a link between them with the purpose of performing their business relationship. On one side we have Portugal, a country with a close relationship with the wine industry and history, which is recognized for the production of unique wines (just produced in Portugal land), such as Porto wine and Green wine or Vinho Verde. It is one of the most important wine producer countries in the world. However, today the consumption of wine in Portugal is decreasing considerably, and experts suggest that the best alternative for Portuguese wine producers is to export their products and explore new markets. On the other side we have Colombia, a country that, time ago, was recognized for its problems with violence and drug trafficking. However, today Colombia is recognized for its Nobel Prize for Literature, Gabriel Garcia Marques; its excellent football players, James Rodriguez, Jackson Martinez and Radamel Falcao; its beautiful and talented women, Shakira and Sofia Vergara; its excellent coffee (considered the best coffee in the world); and also its multiple opportunities for investment. Without any doubt, Colombia is becoming an attractive market to invest in, because its political and economical situation is stable. It is considered the door of Latin American market and one of the most stable markets there. Since recently the Colombian market has become an attractive market for traders and exporters of wine from around the world due to some years ago the wine industry in Colombia is growing stronger and consumption of wine is increasing. Consequently, the Colombian market has become a market opportunity for producers and exporters of Portuguese wines that want to expand their business in Colombia. The Methodology of data collection used in this study is through in-depth interviews to wine producers in Portugal, wine traders in Colombia and different agencies involved in wine industry as well as agencies involved in the bilateral trade relationship between Portugal and Colombia. Subsequently, the interviews were confronted to the propositions developed according to the literature review.