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

18 Pages Posted: 30 May 2017

See all articles by Marian Chapman Moore

Marian Chapman Moore

University of Virginia - Darden School of Business

Abstract

An established winery's first marketing director is charged with reviving the once-hot brand. Cofounded by an expert winemaker with ties to the famous Ch®teau Lafite-Rothschild, 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? A teaching note is available to verified faculty that covers both this condensed A and B case and the longer A and B cases as well as the follow-up C case (UVA-M-0749); a multimedia case supplement featuring interviews with the principals is also available.

Excerpt

UVA-M-0788

Rev. Dec. 12, 2011

BROOKE CORRELL AND CLOS DU VAL:

ADVENTURES IN NAPA VALLEY (A) AND (B) (CONDENSED)

In December 2001, Brooke Correll ambled among rows of Cabernet Sauvignon vines outside her office at Clos Du Val Wine Company, Ltd., in Napa, California. A University of Virginia graduate with an MBA from Duke, Correll had joined the privately owned company as director of marketing in June 2001. Her credentials as a former executive at MTV, Ziff-Davis, and WineShopper.com earned her the unique position of the winery's first dedicated marketing professional.

Clos Du Val, which owned vineyards in both the Stags Leap District and Carneros, two of Napa's most coveted appellations, had enjoyed glory days for two decades, with high ratings and robust sales. Consumers purchased anything and everything the winery produced. As a result, like many early Napa wineries, Clos Du Val was a production-driven company. During the 1990s, however, ratings and sales began to sag. A 1996 article in Wine Spectator chastised the winery for resting on its laurels:

. . .

Keywords: marketing branding pricing turnaround

Suggested Citation

Moore, Marian Chapman, Brooke Correll and Clos Du Val: Adventures in Napa Valley (a) and (B) (Condensed). Darden Case No. UVA-M-0788. Available at SSRN: https://ssrn.com/abstract=2974677

Marian Chapman Moore (Contact Author)

University of Virginia - Darden School of Business

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

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