Communication strategy to rejuvenate a brand: case study of Cockburn´s Port on social media

Abstract

Port Wine is a traditional Portuguese drink, produced in Douro Demarcated Region, it is a mark in Portuguese beverages. This type of wine is worldwide recognized as a unique beverage, however, it has an image of being for “old” and outdated, for special occasions, which is a barrier when trying to reach younger target audiences. However, some beverages such as Licor Beirão or Mateus Rosé have tried to innovate their products and communication strategies in order to rejuvenate the brand. Port Wine can be a beverage suitable for younger generations, with a shift in its strategy. We live in a technological world, where social media is in everyday life. For a brand to grow, it is necessary to have a strong social media presence, to reach its target audience, especially when this constitutes young consumers.