In 2005, a wine snob in the critically acclaimed movie Sideways denounced Merlot. Then came the sales of Merlot, including sales for Terlato Rutherford Hill Merlot, clearly. Students are asked to evaluate three strategies rebranding, cutting price, and the start television advertising that Terlato is considering to stop this decline. Terlato Wines International :: The case should be used with “Student Supplement Background Note on the U.S. wine market and Terlato Wines International … Read More»

In 2005, a wine snob in the critically acclaimed movie Sideways denounced Merlot. Then came the sales of Merlot, including sales for Terlato Rutherford Hill Merlot, clearly. Students are asked to evaluate three strategies rebranding, cutting price, and the start television advertising that Terlato is considering to stop this decline. The case should be used with “: Student Supplement Background Note on the U.S. wine market and Terlato Wines International: Terlato Wines International.” Case # KEL359
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from
Alice M. Tybout,
Patrick Bennett,
Brie Koenigs
Source: Kellogg School of Management
6 pages.
Release Date: 1 January 2008. Prod #: KEL357-PDF-ENG
Terlato Wines International: Managing Rutherford Hill Merlot in a post-Sideways Market HBR case solution