In this Cooperative Winery where tradition and innovation coexist, Project CV3 proposed the analysis of one of the most debated aspects about the future of the sector from the commercial point of view: the impact that the new generation of consumers will have on producers and distribution.
The keynote speaker was Eng. Fátima Carioca, Dean of AESE Business School, who explained who Millennials consumers are, explained the consumption habits of this group and presented communication, promotion and sales strategies used in other sectors that seek to have this generation as their target.
In the ensuing panel discussion the winemaker Anselmo Mendes asked Manuel Carvalho, Director of the Publico Journal and a the wine critic, Ricardo Silva from Ponte de Lima Winery, Beatriz Casais, professor of digital commerce at the School of Economics and Management in University of Minho and Lúcia Palma, Head of Wine in Auchan Group from Cascais, if the Wine sector is ready to welcome the new generation of Millennials consumers?
Participants pointed out that in the wine market as in other businesses it is not only the products that are concerned, but also the story behind each product and the relationships, the shopping experience and all that surrounds it are as important as the product itself. It was concluded once again that the experience required by the consumer is changing the paradigm of the relationship with the customer so that the organization must adapt looking to the future.
Finally and prior to a guided tour of the winery Dr. Celeste Patrocínio, President of Ponte de Lima Winery, made a presentation of the history, mission and vision of this Cooperative.
The event ended with a wine tasting commented by winemaker Rita Araújo, that along with Eng. Fernando Moura are the winemaking team of the winery. The Green Wines of Ponte de Lima Winery were presented, from their famous single wine variety Loureiro e Loureiro Colheita Seleccionada, to Loureiro Trajadura, Loureiro Alvarinho, Rosé and Vinhão.
Note about CV3 Project Framework
A global information
* The CV3 Project aims to mobilize the protagonists through the public presentation of cases, the realization of multiple events and studies / works in academic context.
Vision: Creating Value in Vineyard and Wine
- Achieve a significant number of key players in V and V’s (Vineyard and Wine) industry to develop a convergence of positive behaviors and attitudes that make it possible to create value through the implementation of coopetition-based initiatives: increased cooperation without the prejudice of maintaining demanding, healthy competition.
- New attitudes and initiatives will flourish from the identification of platforms and ecosystems in which common interests and the advantages of co-operation towards more ambitious goals become more evident.
- Conduct a set of activities that will be the occasion to generate an open, stimulating and grounded discussion around what has been done in the sector, particularly in the 21st century, without forgetting the past.
- Propose some concepts of management or management practices – new or little generalized – that can be implemented by some relevant players in the sector and, from there, emulated by other actors of V and V.
From the ideas generated in discussions at AESE Business School, a basic partnership of this management school was developed with UTAD, University of Trás-os-Montes and Alto Douro. In tune with the proposed vision and mission, ADVID, INIAV and PwC joined the CV3 Project. More recently, the project had IVV membership.