Banca de DEFESA: ÁLVARO ZAVARISE DOMINGUES

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : ÁLVARO ZAVARISE DOMINGUES
DATE: 19/12/2024
TIME: 14:00
LOCAL: online
TITLE:

The specific organizational learnings by companies in the Wine Sector in the increase in consumption of fine wine in the Covid-19 pandemic.

KEY WORDS:

wineries; Covid-19 pandemic; wine consumption; organizational learning; Brazil.

PAGES: 85
BIG AREA: Outra
AREA: Multidisciplinar
SUMMARY:

Brazilian winemaking contributed R$26.47 billion to Brazil's Gross Domestic Product (GDP) in 2019. In 2020, with the COVID-19 pandemic, per capita wine consumption increased to 2.6 liters. The state of Rio Grande do Sul produces 90% of Brazil's wines and 85% of its sparkling wines. In the country, fine wine production in 2020 was 32 million liters and 43 million liters in 2021. Imports in 2020 were 147 million liters and increased to 154.6 million liters in 2021. The research question: What were the organizational lessons learned by wineries in the Rio Grande do Sul, Wine Sector, regarding the increase in fine wine consumption in Brazil during the COVID-19 Pandemic? The objective was to identify organizational lessons learned to obtain possible competitive advantages. A qualitative, exploratory and descriptive research, with a case study of fine wine and content analysis. Semi-structured interviews were conducted with experts from 08 wine companies in Rio Grande do Sul. The results identified: legitimizing the image of Brazilian wines as a quality product; evolution in communication with the end consumer, in the use of virtual channels, websites and live broadcasts; encouraging actions linked to the experiences of the wine consumer; Consumption motivations: pleasure, relaxation, health awareness, leisure and status. The Covid-19 pandemic boosted the consumption of fine wine in the country and helped the consumer rediscover Brazilian fine wine and quality.

COMMITTEE MEMBERS:
Presidente - MARILIA BONZANINI BOSSLE
Interna - TATIANE PELLIN CISLAGHI
Externa à Instituição - KEYSA MANUELA CUNHA DE MASCENA