Branding Port: Crisis, Transformation and the Advent of Modern Brands in the Port Wine Trade (1945-1975)

Abstract: In this article we will explore how modern brands developed in the port wine trade, particularly in the three decades after the end of World War II. A commercial crisis followed the end of the conflict, with port sales only recovering from stagnation in the mid-1960s, in a time when multin...

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Autor principal:	Almeida Leitão,Pedro
Lenguaje:	English
Publicado:	Universidad de Santiago de Chile. Instituto de Estudios Avanzados. 2019
Materias:	port wine brands marketing Cockburn Sandeman
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0719-49942019000200045
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spelling	oai:scielo:S0719-499420190002000452020-02-13Branding Port: Crisis, Transformation and the Advent of Modern Brands in the Port Wine Trade (1945-1975)Almeida Leitão,Pedro port wine brands marketing Cockburn Sandeman Abstract: In this article we will explore how modern brands developed in the port wine trade, particularly in the three decades after the end of World War II. A commercial crisis followed the end of the conflict, with port sales only recovering from stagnation in the mid-1960s, in a time when multinational corporations dominated the alcoholic beverages sector and brands achieved global dimension. We will trace the origin of modern brands in the very conservative port trade since the 19th century, having Britain, its main market, as reference and analyzing the role of pioneers such as Sandeman. We will confront how different players understood the crisis in exports after the war and how the concentration and internationalization processes in the alcoholic beverages sector favored the development of modern brands in the port trade, having Cockburn as a case study for a new business paradigm.info:eu-repo/semantics/openAccess Universidad de Santiago de Chile. Instituto de Estudios Avanzados.RIVAR (Santiago) v.6 n.17 20192019-05-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0719-49942019000200045en10.35588/rivar.v6i17.3915
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	port wine brands marketing Cockburn Sandeman
spellingShingle	port wine brands marketing Cockburn Sandeman Almeida Leitão,Pedro Branding Port: Crisis, Transformation and the Advent of Modern Brands in the Port Wine Trade (1945-1975)
description	Abstract: In this article we will explore how modern brands developed in the port wine trade, particularly in the three decades after the end of World War II. A commercial crisis followed the end of the conflict, with port sales only recovering from stagnation in the mid-1960s, in a time when multinational corporations dominated the alcoholic beverages sector and brands achieved global dimension. We will trace the origin of modern brands in the very conservative port trade since the 19th century, having Britain, its main market, as reference and analyzing the role of pioneers such as Sandeman. We will confront how different players understood the crisis in exports after the war and how the concentration and internationalization processes in the alcoholic beverages sector favored the development of modern brands in the port trade, having Cockburn as a case study for a new business paradigm.
author	Almeida Leitão,Pedro
author_facet	Almeida Leitão,Pedro
author_sort	Almeida Leitão,Pedro
title	Branding Port: Crisis, Transformation and the Advent of Modern Brands in the Port Wine Trade (1945-1975)
title_short	Branding Port: Crisis, Transformation and the Advent of Modern Brands in the Port Wine Trade (1945-1975)
title_full	Branding Port: Crisis, Transformation and the Advent of Modern Brands in the Port Wine Trade (1945-1975)
title_fullStr	Branding Port: Crisis, Transformation and the Advent of Modern Brands in the Port Wine Trade (1945-1975)
title_full_unstemmed	Branding Port: Crisis, Transformation and the Advent of Modern Brands in the Port Wine Trade (1945-1975)
title_sort	branding port: crisis, transformation and the advent of modern brands in the port wine trade (1945-1975)
publisher	Universidad de Santiago de Chile. Instituto de Estudios Avanzados.
publishDate	2019
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0719-49942019000200045
work_keys_str_mv	AT almeidaleitaopedro brandingportcrisistransformationandtheadventofmodernbrandsintheportwinetrade19451975
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Branding Port: Crisis, Transformation and the Advent of Modern Brands in the Port Wine Trade (1945-1975)

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