Wine Production In Northeast Bahia: A Comparative Study Between The Municipalities Of Mucugê And Casa Nova In The Light Of The Literature

Introduction: Market competition is a dynamic, transitory and oscillatory phenomenon, which changes based on influences linked to economic, behavioral, legal, technological and regulatory aspects. The research addresses the two wineries located in the Northeast of Bahia in the municipalities of Casa Nova and Mucugê. Wine, as one of the products that has been part of the trade for thousands of years, has followed the trends and market prerogatives according to the regulatory bodies. The objective of this research is to analyze, in the light of the literature, the types of strategies that the UVVA and Miolo wineries adopt to add distinctive value that make them permanent in the competitive market. Materials and Methods: This research is bibliographical, analytical-comparative in nature, as it seeks to understand two variables under analysis in order to identify their similarities and differences. The scientific evidence that gave rise to this article was systematized through articles, books and dissertations found on Google Scholar. As a distinctive characteristic between the UVVA and Miolo wineries, the websites were analyzed to understand the types of products, types of offers, brands, awards and stories of each winery. Inclusion and exclusion criteria were applied to select the research sample. Results And Discussion: The economic market modus operandi of small and large wine producers was analyzed in terms of brand and added value. Furthermore, it was presented how each winery carries out the value offers associated with wine tourism and the type of consumer profile that these proposals attract. Conclusion: Wine tourism and the Geographical Indication recognition seal can protect small wine producers against predatory and unfair competition that affects market relations to ensure their development, recognition and market permanence through legal support, wine quality, terroir and wine tourism.