From fragmentation to collective identity: heritage, governance, and branding in emerging wine regions

Purpose This study aims to examine how mechanisms of coopetition and governance facilitate the construction of a collective brand identity in fragmented agri-food sectors, focusing on the emerging Portuguese sparkling wine industry. It aims to understand how coordination, authenticity and storytelling contribute to the formation of a coherent yet plural identity in a competitive global market. Design/methodology/approach The research draws on eleven semi-structured interviews with producers, cooperatives and institutional actors. Through qualitative thematic analysis, it explores perceptions of quality, heritage and coordination to identify the institutional and communicative factors shaping collective branding processes in Portugal’s sparkling wine sector. Findings The results reveal a shared understanding of quality and heritage among stakeholders but also highlight the absence of a unified strategy and a coherent narrative. Regulatory fragmentation, limited institutional coordination and communication asymmetries hinder the translation of symbolic capital into global market recognition. The findings also demonstrate the coexistence of cooperative and competitive dynamics, as stakeholders jointly develop collective narratives while pursuing individual market positions. Despite these challenges, participants emphasise the potential of collective branding, grounded in authenticity, regional diversity and shared storytelling, to strengthen competitiveness and visibility. Originality/value This study advances literature on collective branding and coopetition by introducing the concept of symbolic governance, in which shared storytelling functions as a coordination mechanism alongside formal institutions. By comparing Portugal’s current trajectory with Italy’s pre-Prosecco experience, the research offers broader insights into how emerging wine regions can balance cooperation, authenticity and communication to build cohesive collective identities in global markets.