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Quinta do Vallado: From Douro to the World

Published 26 May 2020
Reference 6560
Topic Strategy
Industry Wine and Spirits
Region Global
Summary

With the globalization of wine, the wine industry in Portugal has experienced a major shift from a local to a global focus over the last 30 years. Quinta do Vallado, one of the major players in that process, has seen exports double (to account for 40% of revenues) and a 10-fold increase in foreign markets (from 5 in 2000 to 48 in 2020). The case sets out the different choices facing the estate in 2020 as it looks to achieve further growth while staying loyal to the vineyard’s heritage in a volatile world.

Teaching objectives

Globalization can transform even the most traditional sectors. The case allows for discussion of how globalization has reshaped the wine industry, with an illustration of how ‘local’ companies assess and strategically respond to market, competitive, government and cost drivers for global integration and/or local responsiveness.

Keywords
  • globalization drivers
  • wine industry
  • internationalisation
  • trade tariffs
  • wine tourism
  • Old world wine
  • New world wine
  • Port wine
  • Douro Valley
  • Local integration
  • global integration
  • Portugal
  • Q22020
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