Historical Wines of Portugal: The Classification, Consumer Associations and Marketing Implications

Abstract

Geographical origin, use of traditional varieties and ancestral viticulture/oenology practices characterize wines classified as Historical Wines of Portugal (HWP). This study identifies the authenticity attributes consumers associate with this classification and assesses the relative strength of associations. A review of brand authenticity research and interviews with Portuguese wine producers (n = 3) and consumers (n =1 2) were conducted to identify HWP classification attributes. Strength of attribute association was subsequently evaluated in an online questionnaire with a convenience sample of Portuguese wine consumers (n = 641), which included a measure of general wine knowledge and questions about the adequacy of different contexts for HWP purchase and consumption. Wine knowledge markedly affected the nature and strength of consumer associations. Compared to Aspirational Explorers, wine connoisseurs emerged as Heritage Gatekeepers, associating origin, cultural heritage, quality, production and at-home consumption more strongly with HWP, and tradition, wine age and out-of-home consumption less strongly. Market recognition of HWP as a novel and distinctive table wine classification, with well-defined and unique attributes, is thus likely to depend on consumers’ general wine knowledge. Related promotional activities targeting wine novices should first focus on educating them on HWP classification, whereas those directed at savvier consumers should emphasize wine authenticity cues instead.

Pengaruh Green Perceived Value (GPV) dan Green Brand Knowledge terhadap Purchase Intention to Buying Green Product Melalui Attitude Toward Purchasing Green Products

“…Nilai sosial terdiri dari citra sosial, ekspresi kepribadian dan konsep diri sosial, dan nilai ini terkait dengan interaksi antara individu selain dari yang terkait dengan pengakuan individu dengan memilih barang dan jasa (Sangroya & Nayak, 2017;Watjatrakul, 2016). Selain itu, penelitian sebelumnya juga menyatakan bahwa nilai sosial adalah signifikan dalam konsumsi makanan, karena citra makanan sering cocok dengan citra diri konsumen, dan konsumen termotivasi untuk menunjukkan posisi sosial mereka dan mengekspresikan identitas mereka yang lain melalui pilihan makanan mereka (Costa et al, 2021).…”

The Rise of Wine among Ancient Civilizations across the Mediterranean Basin

“…Interestingly, domesticated vines climbing the trees are still observed in northwestern Portugal, known as "vinha de enforcado", meaning "hanged man vines", while in Tuscany they are known as "vite maritate" (married vine) [215].…”

Adaptation of Ancient Techniques to Recreate ‘Wines’ and ‘Beverages’ Using Withered Grapes of Muscat of Alexandria

“…Limited research has been conducted to describe ancient wine-making techniques and wine styles from an experimental and technical perspective [16][17][18]. Recently, in the context of new wine market trends, there has been a demand for products with a strong historical and cultural attachment [19], among which stand out wines obtained by different grape drying methods and the piquettes. Therefore, the objective of the present work was to adapt the ancient Roman techniques to present technological conditions and evaluate their potential for the production of passito and piquette-style beverages.…”