The session opened with remarks by the Dean of Católica Porto Business School, João Pinto, who highlighted the importance of promoting moments of joint reflection between academia and different sectors of activity. In his address, he emphasised the role of business schools in creating knowledge and preparing professionals capable of responding to the strategic challenges faced by industries with a strong impact on the economy and on Portugal’s international projection.
This was followed by an intervention from Mónica Seabra-Mendes, programme director, who briefly presented the new edition of the programme, scheduled to begin on 23 April 2026. She outlined the programme’s approach, which explores the key pillars of luxury brand and business management — from strategy to creativity, including brand building and customer experience — areas that are increasingly relevant for sectors such as wine.
The central moment of the session was a debate dedicated to the future and opportunities for Portuguese wine in the luxury segment, moderated by José João Santos, journalist at Revista de Vinhos. The discussion brought together Beatriz Machado, Head of Marketing & Tourism at Niepoort; Cristiano Van Zeller, Founder and CEO of Van Zellers & Co.; Diogo Gama Rocha, Founder and CEO of OM Design; George Sandeman, Founder and CEO of Ex Ampulla; and Joana Pais, Head of Prestige Wines Marketing, PR & Hospitality at Sogrape.
Throughout the debate, participants shared different perspectives on the challenges of positioning Portuguese wine within the premium and luxury segments. Topics highlighted included the importance of brand building, design, storytelling and the creation of distinctive consumer experiences. The discussion also addressed the growing relevance of internationalisation and the ability to communicate authenticity, territory and heritage as key differentiating factors in the global market.
This moment of strategic reflection on the future of the sector highlighted the potential of Portuguese wine to strengthen its presence and recognition within the highly competitive international luxury segment.
The new edition of the Executive Course in Luxury Management, promoted by Católica Porto Business School, begins on 23 April and is aimed at professionals seeking to deepen their strategic capabilities in luxury brand and business management.
Learn more about the programme here.
Sobre a Católica Porto Business School (CPBS)
A Católica Porto Business School está entre as melhores escolas de negócios do mundo, fazendo parte de um grupo muito restrito, a nível mundial, de 1% de escolas com distinções de acreditação EQUIS, AMBA e AACSB, e integrando também o ranking europeu das Top 100 Melhores Business Schools do Financial Times. Este reconhecimento atesta a excelência de toda a atividade, incluindo Ensino, Investigação e Impacto na Sociedade. A Católica Porto Business School é uma faculdade da Universidade Católica Portuguesa no Porto reconhecida internacionalmente pelo desenvolvimento integral de profissionais para uma sociedade sustentável e global, assim como pela produção de conhecimento nas áreas da Gestão e da Economia. Para mais informações, visite https://catolicabs.porto.ucp.pt