This Case is about MARKETING
PUBLICATION DATE: January 01, 2011 PRODUCT #: NA0108-HCB-ENG
Successively observing their nineteenth harvest and seventh year as California manufacturers and marketers of premium wine in September 2007, the Mexican-born owners of Ceja Vineyards were contemplating whether to make a combined attempt to target U.S. Hispanic consumers. Doing so would empower Ceja to capitalize on its tradition as truly one of the very first Hispanic-owned and managed wine companies in The United States, but this was no simple choice.
Targeting the emerging and potentially vast U.S. Hispanic consumer section might need extensive repositioning of Ceja’s superior varietal wine brands, result in a diminution of attempt to keep up its fast growing wine club, introduce added future expenses for promotion of wine consumption to U.S. Hispanic consumers, and erode the high end premium wine brand. Moreover, the Hispanic wine consumer residing outside the U.S. signified another high potential market opportunity and was of serious interest to Amelia Ceja, cofounder of the winery, and her family partners.