Abstract
This paper aims to showcase the value and uniqueness of Portuguese wines and wine regions. It has three independent but related parts. The first part focuses the millenary history of vines in Portugal and stresses their value for the regional and national economy. The second part focuses on the role of brands in the wine regions and wine marketing, highlighting the importance of the landscape in promotion. It is claimed that the use of landmarks can help create an identity image, useful for attracting tourism and wine advertising, being also a major asset for the Portuguese world trade of wines. Landmarks identification and promotional suggestions with landmarks related to Portuguese wine regions are presented. The third part presents a short revision of the panorama of wine tourism in Portugal and stresses the role of landscapes in its promotion. A literary route in the Douro Demarcated Region is presented by way of example.
Highlights
Vineyards are one of the most emblematic icons of Mediterranean landscapes
The vinicultural heritage of Portugal and the value of the wines and wine regions’ landscapes are an important dimension for the country’s economy. This importance is the result of the unquestionable varietal heritage, the history, quality and the singularity of the Portuguese wine regions’ landscapes, whose potential should be urgently mobilized in terms of tourism
Portugal currently benefits from important projects in the viniculture sector, namely concerning the preservation and qualification of its varietal heritage, led by the Portuguese Association for Vine Diversity /Associação Portuguesa para a Diversidade da Videira (PORVID), which are internationally recognized
Summary
This paper aims to showcase the value and uniqueness of Portuguese wines and wine regions. It has three independent but related parts. The third part presents a short revision of the panorama of wine tourism in Portugal and stresses the role of landscapes in its promotion. Este artigo pretende evidenciar o valor e a unicidade dos vinhos e das regiões vitivinícolas de Portugal. A segunda parte, refere o valor das marcas vínicas no marketing dos vinhos e das regiões vinhateiras, destacando a importância da paisagem na promoção. A terceira parte integra uma breve revisão ao panorama do enoturismo em Portugal, destacando o valor da paisagem na sua divulgação.
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