Concerned with the growth of industry and Icewine follows Vincor International as it generated an international market for its Inniskillin Icewine – a luxury alcoholic beverage consumed as a dessert wine. Is the story of the alcoholic beverage industry in Canada and details trends in the current global wine industry. Follows Roger Provost (HBS MBA 1980), Chief Marketing Officer for Canadian Vincor how he developed Inniskillin original marketing strategy in Canada. Goes on to detail I. .. Read more »

Concerned with the growth of industry and Icewine follows Vincor International as it generated an international market for its Inniskillin Icewine – a luxury alcoholic beverage consumed as a dessert wine. Is the story of the alcoholic beverage industry in Canada and details trends in the current global wine industry. Follows Roger Provost (HBS MBA 1980), Chief Marketing Officer for Canadian Vincor how he developed Inniskillin original marketing strategy in Canada. Goes on to detail Inniskillin challenges as it enters other markets, first by the travel retail channel. Deals with issues in brand management, product development and international marketing. Examines the opportunities and challenges for luxury niche in the global economy.
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from
Geoffrey G. Jones,
Jillian Hirasawa
Source: Harvard Business School
27 pages.
Release Date: 12 May, 2005. Prod #: 805129-PDF-ENG
Inniskillin Icewine and the globalization of the HBR case solution