Silva, Francisco Gomes daWecker, Florian2020-02-052020-02-052019Wecker, F. - Finding your niche in a global wine market - Establishment of the new wine brand #QSTG with focus on product development and entrepeneurial marketing. Lisboa: ISA, 2019, 76 p.http://hdl.handle.net/10400.5/19581Vinifera Euromaster European Master in Viticulture and Oenology - Instituto Superior de Agronomia / EMaVEThe author intends to establish a new wine brand named #QSTG, which is a diminutive of the German term Quereinsteiger (in English: career changer). The name refers to the completely different professional background of the author, who has been a lawyer and entrepreneur for many years, before studying viticulture and enology. The idea is to create a brand for wines, produced by the author and other winemakers who also have other professional backgrounds, bringing in new ideas based on their different perspective, approach and style of winemaking. Within this project thesis the author first describes the scenario in which the new wine brand should be established, before defining the term entrepreneurial marketing by reviewing the existing literature and analyzing the current wine market. In the next step the author develops the wine brand #QSTG in accordance with the targeted niche market. This includes key aspects, such as positioning, brand name, logo, wine style and quality. Finally the marketing mix of #QSTG is developed, considering the findings about entrepreneurial marketing. Besides designing the product in collaboration with different graphic designers, this thesis also includes detailed elaborations about pricing, placement and promotion of the #QSTG products. Due to the concluded feasibility, the author will implement the project following the graduation. Therefore the master thesis ends with an outlook on the next steps of the implementation of the #QSTG wine projectengentrepreneurial marketingSmall and Medium-sized Enterprise (SME)wine marketbrand developmentproduct designmaster thesis203083660