Targeting and repositioning the lancers brand in the Portuguese rosé wine market

José Maria da Fonseca, a recognized Portuguese winemaker, is growing in the domestic market. However, one of its eldest brands, Lancers(a brand of mainly rosé), has been struggling despite several repositioning at tempts. The developing rosé wine market led to the conduction of a market research to examine the behavior of Portuguese consumers and assess the most adequate target market and positioning for Lancers. The results show that Lancers’ ideal target audience are mature wine drinkers, and it should be positioned as a top-quality brand offering a great social and gastronomical experience, as opposed to the firm’s current marketing strategy