Deal with the growth of the ice industry and follows Vincor International because it is creating an international market for its Icewine Inniskillin - luxury alcohol consumed as a dessert wine. History gives alcoholic beverage industry in Canada and parts of the current trends in the global wine industry. Should Roger Provost (HBS MBA 1980), chief marketing officer for the Canadian Vincor, as it develops the initial marketing strategy Inniskillin within Canada. The transition to the problem in detail as it is Inniskillin in other markets, initially through the travel retail channel sales. Deal with issues in brand management, product development, and international marketing. Explores the opportunities and challenges facing luxury niche in the global economy. "Hide
by Jeffrey J. Jones, Jillian Hirasawa Source: Harvard Business School 27 pages. Publication Date: May 12, 2005. Prod. #: 805129-PDF-ENG
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