ViniBrasil: New Latitude Wines

Posted: 12 Apr 2012

See all articles by David E. Bell

David E. Bell

Harvard Business School - Marketing Unit

Marcos Fava Neves

University of Sao Paulo (USP) - Business Administration

Luciano Thomé Castro

affiliation not provided to SSRN

Mary L. Shelman

Harvard Business School

Date Written: February 1, 2010

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.

Learning Objective: To illustrate a growing trend for crops to be grown in non-traditional regions.

Suggested Citation

Bell, David E. and Fava Neves, Marcos and Castro, Luciano Thomé and Shelman, Mary L., ViniBrasil: New Latitude Wines (February 1, 2010). Harvard Business School Marketing Unit Case No. 509-003. Available at SSRN: https://ssrn.com/abstract=2038323

David E. Bell (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-6366 (Phone)

Marcos Fava Neves

University of Sao Paulo (USP) - Business Administration ( email )

FEARP Av dos Bandeirantes 3900
Ribeirao Preto, Sao Paulo, 14020-740
Brazil
55-16-6023892 (Phone)

Luciano Thomé Castro

affiliation not provided to SSRN ( email )

Mary L. Shelman

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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