文章基本信息

标题：Blending Tradition and Innovation in Bordeaux: A Differentiation Strategy for Château Luchey-Halde
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作者：Adeline Alonso Ugaglia ; Stéphane Ouvrard
期刊名称：Wine Business Journal
电子版ISSN：2694-5703
出版年度：2021
卷号：4
期号：1
语种：English
出版社：The Wine Business Institute at Sonoma State University
摘要：Pierre Darriet, the director of operations of Château Luchey-Halde, a wine producer located in Bordeaux, France, wanted to create a recognized brand in the world of great wines. He wondered how to best tell the Château Luchey-Halde story to achieve this distinction. While Pierre regarded innovation and sustainability as the keys to making a quality wine, he knew that French distributors and consumers considered tradition as a wine's most important attribute. Could a new positioning strategy that blended tradition, innovation, and environmental stewardship help to improve sales? Could Château Luchey-Halde’s business model accommodate both tradition and innovation in order to differentiate its brands and create lifetime customer value in a crowded marketplace for wine?