DFJ Vinhos: Wines in China, A promising but difficult market

entirely dominate this upper segment. DFJ Vinhos faces here the difficulty that Portugal as a
brand is practically non-existent in China and indeed in most other countries. The
implementation of such a strategy would require an intensive and costly campaign in China.
This would entail the establishment of a presence at the most well-known wine fairs in China
so as to hopefully secure some of the prizes awarded there, as well as prizes awarded in other
key markets, such as the UK and USA. It would also perhaps entail a strong investment on
becoming more savvy about the use of Chinese culture in the pursuit of commercial success.
With the start of the season for the principal wine events in China approaching in September,
DFJ Vinho’s top management faces a deadline on which strategy to follow to succeed in
cracking the puzzle of a market that potentially holds so many rewards.
20