Terlato Wines International: Managing Rutherford Hill Merlot in a Post-Sideways Market Harvard Case Solution & Analysis

In 2005, the wine snob in the critically acclaimed film Sideways condemned merlot. Subsequently, merlot sales, including sales to the Rutherford Hill Terlato merlot dropped significantly. Students were asked to rate the three strategies, rebranding, price cutting, and running television ads, the Terlato considering reverse this decline. Instead, use the "Student Supplement: Terlato Wines International: Background Note on the wine market in the U.S. and Terlato Wines International,". Case № KEL359 «Hide
by Alice M. Tybout, Patrick Bennett, Bree Koenigs Source: Kellogg School Management 6 pages. Publication Date: January 1, 2008. Prod. #: KEL357-PDF-ENG

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