Case | HBS Case Collection | November 2005 (Revised July 2007)

Pine Ridge Winery, LLC (A)

by Joseph B. Lassiter III and Lauren Barley


George Scheppler, president and CEO of Pine Ridge Winery, LLC, (the "Company") sat in his office overlooking the steep hillside vineyards of the Pine Ridge Winery in Napa Valley. It was June 2005, and he was preparing for the upcoming board of managers meeting where he would discuss the Company's long-range plan with its owner, Leucadia National Corp. Leucadia, a well-respected diversified holding company, had 2004 revenues of $2.3 billion. The Company had 2004 revenues of $13.8 million from its two wineries: Pine Ridge Winery (Pine Ridge) in California and Archery Summit Winery (Archery Summit) in Oregon.

Keywords: Governing and Advisory Boards; Brands and Branding; Product Positioning; Corporate Strategy; Napa Valley;


Lassiter, Joseph B., III, and Lauren Barley. "Pine Ridge Winery, LLC (A)." Harvard Business School Case 806-060, November 2005. (Revised July 2007.)