Real Companhia Velha, one of the oldest companies in Portugal, celebrates 270 years with a deep renewal of the Royal Oporto brand. The company changed the visual identity, bottle formats and the entire communication strategy to update the image of Port Wine.
The main objective of this transformation is to bring Port Wine closer to younger generations. The brand intends to break away from the traditional and elitist perception associated with Port Wines, making them more accessible and attractive to consumers who previously did not identify with the drink.
The strategy also includes exploring new consumption occasions. Real Companhia Velha wants to position Royal Oporto not just as a drink for formal moments or desserts, but as a viable option for different contexts and audiences, thus diversifying its reach in the market.
