Resumen de Port wine, an established product a new market: A comparative analysis ofperceptions offirms and consumers
Ana Patricia Silva, Joâo Rebelo
Port wine industry can be considered as a case study of the effects of globalization, expressed at diverse levels, such as changes in habits ofconsumption and lifestyles, that lead to a decrease of consumption rates in the last years. The aim of this paper is to understand how to reverse thedownward trend, proposing guidelines to increase Port wine competitiveness in the market. Therefore, the core of this research is to compareperception of winefirms and consumers, regarding the actual image and consumption of Port wine. A qualitative approach was applied includingIn-depth interviews with the directors of companies (n=20) and two focus groups with young consumers (n=15). Data were transcribed verbatimand content analysed. Results showed convergence between perception of winefirms and consumers regarding Port wine needs to increase itscompetitiveness in the market. Three main dimensions emerged, as the most important areas to develop: 1) promotion; 2) product adaptation tothe market and 3) focus on innovation, mostly regarding the sensory characteristics of beverage, the packaging and the communication toconsumers. This study aims to contribute to the growingfield of wine marketing, which in special Port wine lacks research.
