Terlato Wines International: Managing Rutherford Hill Merlot in a Post-Sideways Market

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

Students explore the challenge of managing a brand when external factors cause a decline in category demand. They also explore the role of pricing and advertising in managing a small, luxury brand.

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Citation

Tybout, A., Bennett, P. and Koenigs, B. (2017), "Terlato Wines International: Managing Rutherford Hill Merlot in a Post-Sideways Market", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000338

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Kellogg School of Management

Copyright © 2008, The Kellogg School of Management at Northwestern University

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