Repositioning a wine brand for millennials - the case of Monte Velho

• Autor(a) principal: Martinho, Manuel Maria
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/51785
• topic: Brand; Millenials; wine; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This study was developed in order to identify the main components of wine purchasing and consumption behavior of the Portuguese millennial consumers' and their attitudes towards a wine brand - Monte Velho. The methodology includes in-depth qualitative interviews with 11 wine consumers and an online quantitative survey with a sample of 109 millennials wine consumers. Results showed that respondents are regular consumers particularly with friends and relatives but not frequent buyers. They place a strong relevance on the wine’s color, price and region. Regarding Monte Velho, non-consumers show some degree of aversion, considering the wine too serious and traditional, although they see the label as very pretty and elegant. Consumers of Monte Velho regards the wine more positively and not as much old as the former segment.