To complete my master's thesis, a certainty points out: the Portuguese wines are still unknown to most consumers. In fact, excluding the period of "Discoveries", the globalization of wine consumption did not had a good follow-up on the part of Portuguese wines. There is, therefore, an important work to develop with international consumers considering the recognition of the identity, the image and quality of national wines, associated with the national wine-growing heritage and the production of quality wines, and the historical and cultural wealth of the country.

Portugal is a country rich in wine regions and with a strong tradition of wine consumption, so it is crucial to make its Terroir known as driver of positioning and appreciation of wines with the consumer.

With a strong communication strategy in the various world markets, Portuguese wines may be able to occupy a prominent place, especially when is known how easy it is to recognize the average good quality of Portuguese wines.

With the entry of more national quality wines on world markets, the way is opened for the creation of trends of consumption of Portuguese wines, which, judging by the positive reviews from wine critics from around the world, begins to become a reality. This is a good start for the capital appreciation of the national wine brands.

The preparation of this Master thesis results from the different experiences that I have gathered over my professional career, both at national and international levels.

From 2013 I performed duties in Fundação Eugénio de Almeida, which has allowed me to create and strengthen relationships with several wine market agents in Portugal. I believe that all the points I expose on my dissertation can help to overcome the Challenge for the wines of Portugal; however, and after two and a half years in the professional wine "fabric" in Portugal, it is apparent that the greatest challenge we face is at a management level and effectiveness of human resources.

As I pointed out, the Millennial generation represents a great opportunity for Portuguese companies to succeed and develop their economic activities in support of the value of their brands and/or services.

Based on my professional background, I note that Portuguese companies are not yet prepared to take full advantage of the capabilities of the Millennials, thus losing the opportunity to capitalize on the knowledge that this generation acquired in such a short time, acquired in various international experiences, and that can truly mean a qualitative leap in the life of the company, the value chain of a company (for example: http://www.actinnovation.com/innobox/outils-innovation/analyse-chaine-of-valeur). It is necessary that companies bring the skills of Millennials into their structures and provide them with tools of liability to which they are able to respond with success.

Why couldn't a young man or woman be the resident Oenologist of a big house?

Why couldn't a young man or woman be responsible for export of brands of EUR 1,000,000 worth?

In this complex sector, with different professional backgrounds, I'm sorry to note the excessive levels of hierarchy that are imposed by the titles of engineer or doctor - that usually do not accept work in the same frame/step? than the Millennials - which favour in nothing the economic activity of their companies.

The difference of thought among the generation X, who values the titles and diplomas, and Millennials, the generation of the digital age, of the collective and creativity, could, in my opinion, be enhanced by these companies if they understand how to benefit from the differences between the two.

I admit that it might not be easy to a Director of a Portuguese company to bet immediately in someone that young to occupy a prominent place, both for its joviality, and either by the lack of proven experience in the labour market.

However, it is natural to watch the huge success that some young Millennials have in their "homes", marking a decisive step in progress. Millennials such as Mafalda Valentine - Herdade dos Grous; Ana Almeida - Quinta do Noval; Ariana Ramalho - Herdade do Menhir; Joana de Freitas - Casa Ermelinda de Freitas; Bianca Oliveira - Paulo Laureano Vinus Lda; Lisandra Gonçalves - Madeira Vintners; Peter White - Quinta da Foz; João Roquette - Quinta do Vallado; André Ribeirinho - Adegga; Luis Patrão - Herdade do Esporão; Francisco Sendas - AEP; João Loureiro - Chateau La Fleur de Bouard or Carlos Rapouso - Niepoort , among so many others, whom have showed that the current economic situation presents an opportunity for Portuguese companies to bet on young people who left Portugal to acquire know-how.

I conclude this OIV MSc Master Course dissertation with the motivation and expectation to overcome the challenges presented and described in the "Challenge to the wines of Portugal".
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