Blending Tradition and Innovation in Bordeaux: A Differentiation Strategy for Château Luchey-Halde
Pierre Darriet, the director of operations of Château Luchey-Halde, a wine producer located in Bordeaux, France, wanted to create a recognized brand in the world of great wines. He wondered how to best tell the Château Luchey-Halde story to achieve this distinction. While Pierre regarded innovation...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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The Wine Business Institute at Sonoma State University
2020-06-01
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| Series: | Wine Business Case Research Journal |
| Online Access: | http://wbcrj.scholasticahq.com/article/13085-blending-tradition-and-innovation-in-bordeaux-a-differentiation-strategy-for-chateau-luchey-halde.pdf |
| Summary: | Pierre Darriet, the director of operations of Château Luchey-Halde, a wine producer located in Bordeaux, France, wanted to create a recognized brand in the world of great wines. He wondered how to best tell the Château Luchey-Halde story to achieve this distinction. While Pierre regarded innovation and sustainability as the keys to making a quality wine, he knew that French distributors and consumers considered tradition as a wine's most important attribute.
Could a new positioning strategy that blended tradition, innovation, and environmental stewardship help to improve sales? Could Château Luchey-Halde’s business model accommodate both tradition and innovation in order to differentiate its brands and create lifetime customer value in a crowded marketplace for wine? |
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| ISSN: | 2379-741X |