Wine Routes in Portugal: A Case Study of the Bairrada Wine Route

Abstract

Over the last few years Portugal has been developing several wine routes, each one with its unique structure. Despite such development, research has been scant, particularly in evaluating their performance. This study uses the Bairrada Wine Route as a case study and attempts to make the first evaluation of the route. In doing this the study gathered data from winery managers about a number of issues. These included their initial objectives when their wineries joined the route; the problems and constraints that they have faced since then and the level of satisfaction with the route, especially regarding the investments made and jobs created. Additionally the study obtained their views on the actual management model for the route; advantages for their business; their views on current signage; partnerships and collaborations developed, and levels of demand. The study also gathered information about perspectives on the future of the route. The study was carried out in two stages. During the preliminary stage exploratory interviews were used and meetings attended in order to get an overview of the subject. During the second stage of data collection in‐depth interviews were conducted as well as observations at the wineries. The interviews were done with the managers of the wineries. The data collected allowed the development of the first evaluation of the Bairrada Wine Route.