How to lead the wine region of Alentejo towards a luxury positioning in foreign markets? Is the development of the regional wine brand a viable approach?

This study explores if the development of the Alentejo regional wine brand is a viable approach for the region to achieve a luxury positioning internationally. The literature review established the concept of luxury, country of origin and regional branding, from which we were able to infer research questions. Exploratory qualitative interviews were conducted with producers and organizations (N=11). We conclude that currently,the region is unable to achieve a luxury positioning via this approach. Nonetheless, the regional brand can reach a premium positioning, which is an important advancement to reach a luxury positioning in the long-term