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Thereduced exposure of the Portuguese wines to international markets leads consumers to choose brands from countries associated with more sophistication and social status. This thesisexplores howthesebrands evolve towards a luxury status-based positioningto improve the wine regionimage, internationally. The research involved the analysis ofthree Alentejo winery corporate brands and further validation ofsix inferred propositions. We conclude that establishing a global luxury identity mainly requires corporate brands to elevate their top-level brands from premium to luxury, which constitutes a long-term strategy.Consequently, the regional brand is unable to achieve a luxury positioningyet. This work project was developed in group together with Teresa Baptista, 24127. Therefore Chapter 2, until 2.7, corresponding to the market analysis and review of the literature, was written in common, while the approach to the problem was written separately but based on the same information.