Beverage Industry - Publications - Faculty & Research - Harvard Business School

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2017
Working Paper

Reinventing the American Wine Industry: Marketing Strategies and the Construction of Wine Culture

By: Ai Hisano

This working paper examines the remarkable growth of wine consumption in the United States since the 1960s. The country is now the largest wine consumer in the world, exceeding the wine-producing European countries such as France and Italy, which had long dominated... View Details

Keywords: Marketing Strategy; Industry Growth; Transformation; Perception; Food and Beverage Industry; United States

November 2008 (Revised October 2012)
Case

Nestle

By: David E. Bell and Mary Louise Shelman

In April 2008, Paul Bulcke took over as CEO of the world's largest food and beverage company. His predecessor, Peter Brabeck, had delivered 12 years of outstanding results while moving the company toward a new vision of health, nutrition, and wellness. Bulcke's... View Details

Keywords: Globalized Firms and Management; Globalized Markets and Industries; Leadership Style; Growth and Development Strategy; Brands and Branding; Organizational Culture; Agriculture and Agribusiness Industry

May 2013 (Revised March 2014)
Case

Hubei Lantian (A)

By: David F. Hawkins, Michael Shih-Ta Chen and Nancy Hua Dai

Emily Wang, an analyst with Future Securities, a Shanghai-based investment firm, is given the task of making stock purchase recommendations to her supervisor from a number of Chinese common stocks. One stock in particular, Hubei Lantian Co., Ltd. (Hubei Lantian),... View Details

Keywords: Financial Analysis; Ratio Analysis

March 2015
Case

West Coast Chill

By: William A. Sahlman, Robert F. White and Stephanie Puzio

The fall of 2010 marked the 20th year that Mitchell Joseph, a fourth generation beverage executive, serial entrepreneur, and the founder of the Joseph Company (the "Company"), had been working on developing the technology for a self-chilling can. Mitchell was at an... View Details

Keywords: Entrepreneurial Finance; Entrepreneurship; Finance; Food and Beverage Industry; United States

May 2014
Article

How to Outsmart Activist Investors

By: Bill George and Jay W. Lorsch

We offer opinions on how management and corporate boards of directors can best manage investor relations with activist stockholders such as hedge funds who are demanding major changes within a corporation to improve stockholder return. Beverage industry firm PepsiCo is... View Details

Keywords: Investment Activism

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March 1998 (Revised August 1998)
Case

Pepsi Blue

By: John A. Quelch

Executives at Pepsico are considering a possible redesign of the Pepsi carbonated beverage packages worldwide to give the brand a modern, up-to-date image and "ownership" of the color blue against Coca-Cola's "ownership" of the color red. View Details

Keywords: Competition; Advertising; Brands and Branding; Food and Beverage Industry; United States

March 2012 (Revised July 2018)
Case

V-Cola: General Instructions

By: Ian Larkin and Hal Movius

V-Cola is a six-party exercise that simulates a negotiation between a boutique advertising agency and a beverage company that is launching a new product. Each of the six parties has different incentives and information, which leads to a complex, realistic simulation... View Details

Keywords: Negotiation Process; Contracts; Information; Motivation and Incentives; Advertising Industry; Advertising Industry

November 2002 (Revised January 2004)
Case

Gary Rodkin At Pepsi-Cola North America (B) (Abridged)

By: David A. Thomas, Gina Carioggia and Ayesha Kanji

After assuming the position of CEO of Pepsi-Cola North America (PCNA), Gary Rodkin faces organizational problems within PCNA and external friction between PCNA and its largest bottler, the Pepsi Bottling Group. In addition to the challenge of organizational alignment,... View Details

Keywords: Restructuring; Leadership; Brands and Branding; Problems and Challenges; Situation or Environment; Conflict Management; Alignment; Food and Beverage Industry; North America

November 2015 (Revised October 2017)
Case

Nestle's Creating Shared Value Strategy

By: Michael E. Porter, Mark R. Kramer, Kerry Herman and Sarah McAra

This case considers Nestlé’s creating shared value (CSV) strategy, which focused on the three categories of nutrition, water, and rural development. In the packaged food and beverage industry, pressure had mounted since the 1990s to improve supply chain sustainability... View Details

Keywords: Shared Value; Health And Wellness; Nutrition; Health; Labor; Environmental Sustainability; Strategy; Operations; Food and Beverage Industry; Switzerland; Europe; Africa; Latin America; North America; Asia

July 2019
Case

LaCroix Sparkling Water (Abridged)

By: Tomomichi Amano, Das Narayandas and Kerry Herman

Launched in 1981 as an “all occasion” sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased by National Beverage in 1996, the brand was repositioned as a new, colorful, fun alternative to the other sparkling... View Details

Keywords: Brands and Branding; Organizational Change and Adaptation; Industry Structures; Food and Beverage Industry

January 2003 (Revised December 2003)
Case

Joint Juice

Focuses on Joint Juice, a start-up in the new-age beverage category. The company has a patented formula for producing a glucosamine beverage, the only one on the market. (Glucosamine is a nutritional supplement believed to help rejuvenate joints and treat arthritis.)... View Details

Keywords: Business Startups; Growth and Development Strategy; Business or Company Management; Competitive Strategy; Expansion; Corporate Strategy; Industry Structures; Entrepreneurship; Food and Beverage Industry

March 2018
Teaching Note

Sandlands Vineyards

By: Benjamin C. Esty and Greg Saldutte

Teaching Note for HBS No.718-438. View Details

November 2002 (Revised January 2004)
Case

Gary Rodkin at Pepsi-Cola North America (B)

By: David A. Thomas, Gina Carioggia and Ayesha Kanji

After assuming the position of CEO of Pepsi-Cola North America (PCNA), Gary Rodkin faces organizational problems within PCNA and external friction between PCNA and its largest bottler, the Pepsi Bottling Group. In addition to the challenge of organizational alignment,... View Details

Keywords: Restructuring; Leadership; Brands and Branding; Problems and Challenges; Situation or Environment; Conflict Management; Alignment; Food and Beverage Industry; North America

October 2002 (Revised July 2003)
Case

Gary Rodkin at Pepsi-Cola North America (A)

By: David A. Thomas, Gina Carioggia and Ayesha Kanji

After assuming the position of CEO of Pepsi-Cola North America (PCNA), Gary Rodkin faces organizational problems within PCNA and external friction between PCNA and its largest bottler, the Pepsi Bottling Group. In addition to the challenge of organizational alignment,... View Details

Keywords: Restructuring; Leadership; Brands and Branding; Problems and Challenges; Situation or Environment; Conflict Management; Alignment; Food and Beverage Industry; North America

March 2018 (Revised March 2018)
Supplement

Sandlands Vineyards

By: Benjamin C. Esty and Greg Saldutte

Approximately 80% of the wineries in the US breakeven or lose money. An even greater percentage lose money on an economic basis (i.e., after a charge for the cost of equity). Tegan Passalacqua is a successful, young, Californian winemaker who specializes in making... View Details

October 2010
Case

innocent

By: William A. Sahlman and Harry Wake

This case describes a set of issues confronting the founders of innocent, a 10-year old beverage company that dominated the UK smoothie market. The team must decide how to proceed with expansion of the product line and outside the UK and Ireland. They must also decide... View Details

Keywords: Business or Company Management; Expansion; Capital Structure; Corporate Finance; Growth and Development Strategy; Food and Beverage Industry

July 2019
Case

LaCroix Sparkling Water

By: Tomomichi Amano, Das Narayandas and Kerry Herman

Launched in 1981 as an “all occasion” sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased by National Beverage in 1996, the brand was re-positioned as a new, colorful, fun alternative to the other sparkling... View Details

Keywords: Brands and Branding; Organizational Change and Adaptation; Industry Structures; Food and Beverage Industry

January 2018 (Revised October 2021)
Case

Château Margaux: Launching the Third Wine (Abridged)

Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details

Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing Strategy; Distribution Channels; Product Launch; Brands and Branding; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; France

September 2015 (Revised March 2017)
Case

Château Margaux (Abridged)

By: Elie Ofek, Eric E. Vogt and Robert J. Dolan

Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details

Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing; Brands and Branding; Marketing Strategy; Distribution Channels; Product Launch; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; France

October 2023
Case

To Fizzle Out or Heat Up? PepsiCo and Coca-Cola’s SodaStream and Costa Coffee Acquisitions

By: David Collis and Haisley Wert

U.S. beverage giants PepsiCo and Coca-Cola shared many similarities by August 2018—both were founded by pharmacists in the 1890s, grew to offer hundreds of drink brands, and championed rival flagship products that drove loyalists into taste-testing wars. That month,... View Details

Keywords: Corporate Strategy; Acquisition; Diversification; Expansion; Brands and Branding; Food and Beverage Industry

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