The Pico Wine Cooperative is reclaiming its identity by emphasizing its historical name on labels, moving away from the 'Pico Wines' branding adopted for international markets. Under the guidance of winemaker Bernardo Cabral, the cooperative is focusing on high-quality, authentic production to ensure the economic viability of viticulture on the island, combatting the stigma often associated with large-scale cooperatives and preserving the UNESCO-recognized landscape.