Brooke Correll and Clos Du Val: Adventures in Napa Valley (a)

10 Pages Posted: 21 Oct 2008

See all articles by Gosia Glinska

Gosia Glinska

University of Virginia - Darden School of Business

Marian Chapman Moore

University of Virginia - Darden School of Business

Abstract

This case is the first in the series. An established winery's first marketing director is charged with reviving the once-hot brand. Clos Du Val had seen its glory days, with high ratings accompanied by robust sales. During the 1990s, however, sales had begun to lag, though it was unclear why. What should the new marketing director do first? How should the company allocate its marketing budget?

Excerpt

UVA-M-0733

Rev. Aug. 16, 2012

BROOKE CORRELL AND CLOS DU VAL:

ADVENTURES IN NAPA VALLEY (A)

In June 2001, Brooke Correll joined the privately owned Clos Du Val Wine Company, Ltd., in Napa, California, as the director of marketing. A University of Virginia graduate with an MBA from Duke, she was hired by COO David Campbell, who had come on board in February 2001. Correll was Clos Du Val's first marketing professional, and Campbell, who was impressed with her credentials as a former executive at MTV, Ziff-Davis Media, and WineShopper.com, believed the winery desperately needed her expertise.

Clos Du Val, which owned vineyards in the Stags Leap District and Carneros, two of Napa's most coveted appellations, had already enjoyed its glory days, with high ratings accompanied by robust sales. During the 1990s, however, sales had begun to lag. In a 1996 article in Wine Spectator, James Laube chastised the winery for resting on its laurels:

. . .

Keywords: pricing, marketing, stakeholder

Suggested Citation

Glinska, Gosia and Moore, Marian Chapman, Brooke Correll and Clos Du Val: Adventures in Napa Valley (a). Darden Case No. UVA-M-0733, Available at SSRN: https://ssrn.com/abstract=1280628

Gosia Glinska (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Marian Chapman Moore

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

HOME PAGE: http://www.darden.virginia.edu/faculty/moorema.htm

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