In the eighth and final episode of the second season of Family Business Talks, a videocast produced by students of the Mastering Family Businesses course at CATÓLICA-LISBON, we welcome António Soares Franco, Co-CEO of José Maria da Fonseca. Founded in 1834, the company is the oldest still-operating table wine producer in Portugal and a paradigmatic example of continuity and success in family business management across seven generations.
After earning a degree in Business Management from CATÓLICA-LISBON, António Soares Franco began his professional career at Procter & Gamble, where he developed key skills in marketing, sales, and team leadership. With a clear intention of eventually joining the family business, he chose to further his education with an MBA at Columbia University in New York, an experience that broadened his perspective, strengthened his global outlook, and equipped him with strategic tools now applied in his leadership at José Maria da Fonseca.
Throughout the conversation, the Co-CEO, who also oversees the company’s Marketing and Sales areas, highlights the importance of succession planning and the formalisation of processes within family-owned businesses.
In 2020, António officially took on the role of Co-CEO, as part of a well-structured transition between the sixth and seventh generation, supported by a family protocol that outlined governance rules and the values shared between family and business.
The connection between tradition and innovation is a central axis of the company’s strategy, illustrated through several examples discussed in the episode. These include the launch of a non-alcoholic wine, a pioneering product in Portugal aligned with global trends of conscious consumption, and the creation of the company’s own distribution arm, a decision that enabled significant growth in domestic sales over the past decade and strengthened proximity to end consumers.
José Maria da Fonseca was also the first company in Portugal to bottle wine, a disruptive innovation in the 19th century that continues to reflect the brand’s entrepreneurial and innovative DNA. As António Soares Franco puts it, “our tradition is to innovate.” This balance between staying true to core values and embracing innovation is one of the key factors behind the company’s longevity and global market positioning.
This episode, now available here, marks the conclusion of the second season of Family Business Talks, an initiative that gives voice to Portuguese family businesses, exploring their challenges, dynamics, and unique management characteristics.
By promoting intergenerational dialogue and sharing real-life leadership experiences, the series actively contributes to the development of future leaders prepared to manage family enterprises with strategic vision, responsibility, and a long-term commitment to continuity.