Publications
Publications
- December 2008 (Revised February 2010)
- HBS Case Collection
ViniBrasil: New Latitude Wines
By: David E. Bell, Marcos Flava Neves, Luciano Thome e Castro and Mary Louise Shelman
Abstract
ViniBrasil is a small wine venture in Brazil started by a top Portuguese wine company, Dao Sul. ViniBrasil grows its grapes in a novel environment (close to the equator) using innovative management practices such as controlled irrigation and year-round harvesting. ViniBrasil “Rio Sol” wines, which have received several awards, are sold mainly in Brazil where per capita wine consumption is low and there is strong competition from inexpensive imports. Dao Sul must decide how to expand the Brazilian market and also if there is international potential for the new Brazilian wines.
Keywords
Agribusiness; Global Strategy; Innovation and Invention; Management Practices and Processes; Demand and Consumers; Competition; Agriculture and Agribusiness Industry; Food and Beverage Industry; Brazil
Citation
Bell, David E., Marcos Flava Neves, Luciano Thome e Castro, and Mary Louise Shelman. "ViniBrasil: New Latitude Wines." Harvard Business School Case 509-003, December 2008. (Revised February 2010.)
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