Case | HBS Case Collection | August 2009

Global Wine War 2009: New World versus Old

by Christopher A. Bartlett


The case contrasts the tradition-bound Old World wine industry with the market-oriented New World producers, the battle for the US market, the most desirable export target in 2009 due to its large, fast-growing, high-priced market segments. The case allows analysis of the way in which newcomers can change the rules of competitive engagement in a global industry. It also poses the question of how incumbents can respond, especially when constrained by regulation, tradition, and different capabilities than those demanded by changing consumer tastes and market structures.

Keywords: Trade; Global Strategy; Governing Rules, Regulations, and Reforms; Consumer Behavior; Market Entry and Exit; Competition; Food and Beverage Industry;


Bartlett, Christopher A. "Global Wine War 2009: New World versus Old." Harvard Business School Case 910-405, August 2009.