After observing their nineteenth harvest and seventh year as California makers and marketers of premium wine in September 2007, the Mexican-born owners of Ceja Vineyards were contemplating whether or not to make a combined attempt to target U.S. Hispanic consumers. Doing so would empower Ceja to capitalize on its tradition as one of the first Hispanic-owned and managed wine companies in America, but this was no easy decision. Targeting the emerging and potentially vast U.S. Hispanic consumer section might necessitate extensive repositioning of Ceja's premium varietal wine brands, result in a diminution of effort to sustain its swiftly growing wine club, pose added future expenses for promotion of wine consumption to U.S. Hispanic consumers, and erode the high end premium wine brand. In addition, the Hispanic wine consumer residing outside the U.S. symbolized another high potential market opportunity and was of serious interest to Amelia Ceja, cofounder of the winery, and her family partners.
PUBLICATION DATE: January 01, 2011 PRODUCT #: NA0108-HCB-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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