| HBS Case Collection
(Revised from original 2008 version)
Concha y Toro
Chile's largest wine producer faces a price versus value positioning problem. Its highest quality wines are not priced competitively at retail because "Made in Chile" connotes great value and low price.
Brands and Branding;
Food and Beverage Industry;
Deshpande, Rohit, Gustavo A. Herrero, and Ezequiel Reficco. "Concha y Toro." Harvard Business School Case 509-018, June 2010. (Revised from original August 2008 version.)