What is Social Status

Wine has been a part of human history for thousands of years, serving both social and religious roles. Just a few centuries ago, it became possible to store wine in good conditions, allowing it to be bottled and aged, which created a luxury product, consumed as a token of prestige. This study aimed to analyse wine brand managers' perceptions on the motivations behind luxury wine consumption. Given the exploratory nature of the study, eight interviews with Portuguese luxury wine producers and distributors' managers have been undertaken. The content analysis of the interviews seems to indicate that, overall, there is a strong understanding of the consumers' motivations. Yet, there are certain more specific aspects with the potential to be explored in order to raise the efficiency of the strategies being employed.