Publications

July 1983 (Revised November 1999)
Teaching Note

Taylor Wine & Coke TN

By: Henry B. Reiling

Teaching Note for (1-284-002). View Details

Keywords: Food and Beverage Industry

24 Apr 2014
News

Reinventing perceptions of Africa through wine

Selena Cuffe (MBA 2003) and her company, Heritage Link Brands, import wine made by black South African vintners. In so doing, Cuffe is helping to reverse the effects of apartheid: the vintners gain access to more capital, can own their... View Details

Web

Wine & Cuisine Society | MBA

Wine & Cuisine Society All recognized student clubs are part of a 501(c)(3) non-profit tax exempt organization, called Student Clubs of HBS, Inc. Each student club at Harvard Business School (HBS) is open to all matriculated HBS students... View Details

August 2014
Teaching Note

Château Margaux: Launching the Third Wine

By: Elie Ofek

April 2000
Supplement

BRL Hardy: Globalizing an Australian Wine Company

Interviews alternating the country subsidiary and corporate headquarters views of Christopher Carson, marketing director of BRL Hardy Europe and Steve Millar, marketing director and CEO of BRL Hardy Ltd. In four segments focusing on the source of... View Details

Keywords: Business Subsidiaries; Business Headquarters; Management Teams; Conflict and Resolution; Agriculture and Agribusiness Industry; Food and Beverage Industry

11 Dec 2014
News

Transforming the wine industry for black South Africans

Selena Cuffe (MBA 2003) discovered that only 2 percent of South Africa’s $3 billion wine industry was owned by black South Africans. As CEO of Heritage Link Brands, she now runs the largest import business of these wines, bringing them to... View Details

November 2016
Teaching Note

Global Wine War 2015: New World versus Old

2009
Simulation

Finance Simulation: M&A in Wine Country (Facilitator's Guide)

By: Timothy A. Luehrman, W. Carl Kester and Heide Diener Abelli

Keywords: Mergers and Acquisitions; Negotiation; Valuation; Value Creation; Food and Beverage Industry; Agriculture and Agribusiness Industry

June 2000 (Revised January 2010)
Teaching Note

BRL Hardy: Globalizing an Australian Wine Company (TN)

Teaching Note for (9-300-018). View Details

Keywords: Globalization; Food; Food and Beverage Industry

May 2022
Supplement

Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States

01 Apr 2016
News

New brew: Starbucks Canada to offer beer, wine

April 2011
Teaching Note

Cork'd: Building a Social Network for Wine Lovers (TN)

Teaching Note for 911026. View Details

Keywords: Social and Collaborative Networks; Internet and the Web; Competitive Strategy; Web Services Industry; Food and Beverage Industry

May 2022
Case

Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Food and Beverage Industry; Advertising Industry; United States

Educators

March 2025
Case

Bidding for the Bunker: Crown Wine Cellars' Complex Negotiations

By: Alex Chan and Rachel Lau

Educators

December 2009 (Revised November 2012)
Teaching Note

Global Wine War 2009: New World versus Old (TN)

Teaching Note for [910405]. View Details

Keywords: Emerging Markets; Governing Rules, Regulations, and Reforms; Segmentation; Competitive Advantage; Globalized Firms and Management; Consumer Behavior; Industry Structures; Food and Beverage Industry; United States

May 2022
Supplement

Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case reveals the events that took place after the conclusion of the cases “Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign.” After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States

September 2019 (Revised May 2020)
Supplement

Keroche (C): The Excise Tax Increase

By: Ramon Casadesus-Masanell and Pippa Tubman Armerding

This case discusses the Kenyan government’s decision to increase excise taxes on wines in 2007. The tax increase would cause an average increase in price of 367% on Keroche’s fortified wines. Meanwhile, Keroche’s competitor EABL had effectively lobbied the government... View Details

4 Oct 2012 - 6 Oct 2012
Conference Presentation

Geography of Taste: The Construction of American Wine Culture, 1967-1976

By: Ai Hisano