Case | HBS Case Collection | August 2008 (Revised June 2010)

Concha y Toro

by Rohit Deshpande, Gustavo A. Herrero and Ezequiel Reficco


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.

Keywords: Price; Brands and Branding; Product Positioning; Value; Food and Beverage Industry; Chile;


Deshpande, Rohit, Gustavo A. Herrero, and Ezequiel Reficco. "Concha y Toro." Harvard Business School Case 509-018, August 2008. (Revised June 2010.)