Case Detail

Case Summary

Student Supplement: Terlato Wines International: Background Note on the U.S. Wine Market and Terlato Wines International

Case Number: 5-108-002, Year Published: 2008

HBS Number: KEL359

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Authors: Alice Tybout; Patrick Bennett; Brie Koenigs

Key Concepts

Brand Management, Pricing Strategy, Extending a Product Line, Responding to Shocks in the Marketplace, Advertising


This background note provides an overview of the U.S. wine industry and a history of Terlato Wines International. Data on market trends, key competitors, distribution channels, and Terlato’s segmentation and targeting for specific brands are included.

The note provides general information that students may use in assessing the specific challenges posed in Terlato Wines International: Managing Rutherford Hill Merlot in a Post-Sideways Market, Case #5-108-001, and Terlato Branding Strategy, Case #5-108-004.

Number of Pages: 6

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: United States

Industry: Luxury Wine

Organization Name: Terlato Wines International

Organization Department: Marketing

Organization Size: Medium

Decision Maker Position: VP Marketing

Decision Maker Gender: Male

Year of Case: 2007