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Abstract(s)
Pela importância atual – e crescente – que o vinho tem na economia portuguesa, pela margem
existente para a apresentação de temas de reflexão que acrescentem valor ao posicionamento
do setor, pela experiência pessoal e paixão pela área, decidi elaborar a minha dissertação
numa temática enquadrável no setor do vinho, em particular no vinho Alvarinho proveniente do
terroir que representa a Denominação de Origem Vinho Verde Sub-região de Monção e
Melgaço. A estrutura deste estudo assenta em duas dimensões: a primeira, numa perspetiva
local, assente na recente decisão de alargar a Denominação Origem Vinho Verde Alvarinho a
todas as sub-regiões que integram a Região dos Vinhos Verdes, com efeitos em 2021. Pelo
que se procurará mostrar a importância da relação desta casta com o seu terroir de origem e,
perante esta interligação, qual o fator mais importante a utilizar na comunicação do vinho. A
segunda prende-se com a dimensão internacional que se pretende para o Alvarinho no
mercado dos grandes vinhos brancos mundiais, onde encontramos castas brancas de renome
como a Chardonnay e a Riesling, face a esta exposição e à crescente aposta na casta a nível
mundial, como agir perante a potencial ameaça que representa a entrada dos países do “Novo
Mundo”. Posto isto, é neste contexto que se coloca a questão que está na génese desta
dissertação: de que forma o terroir contribui como fator de diferenciação e de vantagem
competitiva do Alvarinho produzido na Denominação de Origem Vinho Verde Sub-região
Monção e Melgaço no mercado dos grandes vinhos brancos mundiais? Cuja resposta poderá
em grande parte estar, no meu entendimento, na análise de um caso de sucesso, que nesta
dissertação é representada pelo trabalho realizado em torno do Rieseling produzido no Vale de
Mosel e que contribuiu para que este tivesse conquistado a sua reputação.
By the current, and increasing importance that wine has in Portuguese economy, the existent scope for presentation of reflexion topics which add value to the positioning of the Portuguese wine setor, by personal experience and passion for the area, I decided to prepare my dissertation framed in the wine setor theme, particularly in Alvarinho/Albariño wine, from the terroir, which represents the Protected Designation of Origin (PDO) Vinho Verde Sub-região de Monção e Melgaço. The structure of this study is based on two dimensions: the first, a local perspetive, based on the recent decision to extend the PDO Vinho Verde Alvarinho/Albariño to all sub-regions that are part of the Vinho Verde Region. From what we will try to demonstrate the importance of the relationship between this variety with its terroir of origin, and according this interconnection, to find out which is the most important factor to be used in wine communication. The second it is related to the international dimension that is intended for Alvarinho in the world's greatest white wines market, where we find renowned white varieties as Chardonnay and Riesling, and from this exhibition and the increasing bet on the caste worldwide, how to act towards the potential threat posed by the entry of countries from "New World." That said, it is in this context that the question that is the genesis of this dissertation arises: how can the terroir contribute as a differentiating fator and as a competitive advantage to Alvarinho, produced in the PDO Vinho Verde Sub-região Monção and Melgaço on the market of the world's greatest white wines? The answer might largely be, in my view, on the analysis of a success case, which in this dissertation is represented by the work done around the Rieseling, produced in the Mosel Valley and which contributed to the conquest of its reputation.
By the current, and increasing importance that wine has in Portuguese economy, the existent scope for presentation of reflexion topics which add value to the positioning of the Portuguese wine setor, by personal experience and passion for the area, I decided to prepare my dissertation framed in the wine setor theme, particularly in Alvarinho/Albariño wine, from the terroir, which represents the Protected Designation of Origin (PDO) Vinho Verde Sub-região de Monção e Melgaço. The structure of this study is based on two dimensions: the first, a local perspetive, based on the recent decision to extend the PDO Vinho Verde Alvarinho/Albariño to all sub-regions that are part of the Vinho Verde Region. From what we will try to demonstrate the importance of the relationship between this variety with its terroir of origin, and according this interconnection, to find out which is the most important factor to be used in wine communication. The second it is related to the international dimension that is intended for Alvarinho in the world's greatest white wines market, where we find renowned white varieties as Chardonnay and Riesling, and from this exhibition and the increasing bet on the caste worldwide, how to act towards the potential threat posed by the entry of countries from "New World." That said, it is in this context that the question that is the genesis of this dissertation arises: how can the terroir contribute as a differentiating fator and as a competitive advantage to Alvarinho, produced in the PDO Vinho Verde Sub-região Monção and Melgaço on the market of the world's greatest white wines? The answer might largely be, in my view, on the analysis of a success case, which in this dissertation is represented by the work done around the Rieseling, produced in the Mosel Valley and which contributed to the conquest of its reputation.
Description
Keywords
Terroir Reputação Coletiva Região de origem Casta Alvarinho Comunicação Collective reputation Region of origin Alvarinho grape Communication