BRL Hardy: Globalizing an Australian Wine Company

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Prize winner

Case

Reference no. 9-300-018

Subject category: Strategy and General Management

Authors: Christopher A Bartlett (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1999

Version: 6 October 2003

Length: 20 pages

Data source: Field research

Topics: Branding; Business ethics; Competitive strategy; Corporate social responsibility; Global strategy; International business; Joint ventures; Negotiation strategies; Product launches; Subsidiaries

Share a link: https://casecent.re/p/42924

| No reviews for this item

View our pricing guide or login to see prices.

Abstract

Two new product launch decisions face Christopher Carson, managing director of BRL Hardy, Europe. Responsible for the European operations of a major Australian wine company, Carson has begun to globalize his strategy beyond selling the parent company's wines. After a difficult joint venture with a Chilean wine source, he is proposing to launch an Italian line of wines. His local team has also developed a new Australian brand that would compete directly with a parent company's global brand rollout.

Location:

Australia

Industry:

Alcoholic beverage industry

Size:

USD250 million revenues

Other setting(s):

1992-1998