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Potencial de aplicabilidade do formato de festival vínico na cerveja artesanal
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Abstract(s)
A cerveja artesanal tem reforçado a sua presença no tecido económico e social português. Os restaurantes adotaram-na nas suas ementas, os bares servem-na ao lado de cocktails e gins tónicos, os festivais celebram-na e o consumidor começa a conhecê-la, passo a passo. Mas num país em que o vinho e as cervejas de grande consumo são uma força dominante, será que há espaço para um novo produto como este?
Esta dissertação pretende investigar qual o potencial dos festivais na promoção de um produto como a cerveja artesanal, no âmbito da gastronomia portuguesa. Concretamente, analisar a possibilidade de aplicação do formato de festivais vínicos já testados.
Assim, após revisão bibliográfica dos conceitos mais relevantes no âmbito do turismo, dos eventos e da gastronomia, passamos ao estudo de caso do festival de vinho verde – Vinho Verde Wine Fest – investigando os três intervenientes-chave do evento: a organização, os expositores de vinho e o público visitante.
Histórica e culturalmente, o público português é um grande consumidor de vinho mas, nesta dissertação, provamos não só o potencial de aplicação do formato vínico como ainda demonstramos que o público visitante no festival de Vinho Verde analisado tem abertura à prova e ao consumo de produtos como a cerveja artesanal, especialmente no âmbito da participação em festivais.
Craft beer has been pushing its presence within the Portuguese social economic context. Restaurants have added it to their menus, bars are serving it alongside cocktails and gin tonics, festivals are celebrating it and the consumer is just starting to know it, step by step. But in a country where wine and big brand beers are the rulers of the market, how can craft beers find their space? This investigation aims to find out the festivals potential to promote a new product like craft beer, within the Portuguese food scenery. Specifically, we will analyze the possibility of apllying the already tested wine festival format. After a preliminary literature review of the most important concepts such as tourism, events and gastronomy, we move forward to the study of our wine festival case study, which is the Vinho Verde Wine Fest – investigating its three key elements: the organization, the wine displayers and the public. Both historic and culturally, the Portuguese public has always been a big wine consumer but, in this investigation, we proved not only that it is possible to apply the format but also that the festival’s public is open to try new products like craft beer, especially if it’s in the context of a food festival.
Craft beer has been pushing its presence within the Portuguese social economic context. Restaurants have added it to their menus, bars are serving it alongside cocktails and gin tonics, festivals are celebrating it and the consumer is just starting to know it, step by step. But in a country where wine and big brand beers are the rulers of the market, how can craft beers find their space? This investigation aims to find out the festivals potential to promote a new product like craft beer, within the Portuguese food scenery. Specifically, we will analyze the possibility of apllying the already tested wine festival format. After a preliminary literature review of the most important concepts such as tourism, events and gastronomy, we move forward to the study of our wine festival case study, which is the Vinho Verde Wine Fest – investigating its three key elements: the organization, the wine displayers and the public. Both historic and culturally, the Portuguese public has always been a big wine consumer but, in this investigation, we proved not only that it is possible to apply the format but also that the festival’s public is open to try new products like craft beer, especially if it’s in the context of a food festival.
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Keywords
Turismo Cerveja artesanal Eventos Vinho Turismo gastronómico Tourism Food tourism Craft beer Events Wine