Abstract
Pierre Darriet, the director of operations of Château Luchey-Halde, a wine producer located in Bordeaux, France, wanted to create a recognized brand in the world of great wines. He wondered how to best tell the Château Luchey-Halde story to achieve this distinction. While Pierre regarded innovation and sustainability as the keys to making a quality wine, he knew that French distributors and consumers considered tradition as a wine’s most important attribute. Could a new positioning strategy that blended tradition, innovation, and environmental stewardship help to improve sales? Could Château Luchey-Halde’s business model accommodate both tradition and innovation in order to differentiate its brands and create lifetime customer value in a crowded marketplace for wine?
Highlights
In the spring of 2019, Pierre Darriet, the director of operations of Château Luchey-Halde, was making his rounds through the vineyards
A question kept nagging at him: how can a producer garner attention for being innovative and sustainable in the French wine sector when a wine’s tradition was considered by that country’s distributors and consumers to be its most respected attribute? Pierre reflected: The two are not incompatible...We can be innovative while communicating on tradition...It is important to innovate in the wine sector, as in any sector of activity
Château Luchey-Halde relied on cutting-edge technology in viticultural practices, while pursuing sustainability to preserve long-standing regional traditions in terroir and winemaking
Summary
Blending Tradition and Innovation in Bordeaux: A Differentiation Strategy for Château Luchey-Halde. Pierre Darriet, the director of operations of Château Luchey-Halde, a wine producer located in Bordeaux, France, wanted to create a recognized brand in the world of great wines. He wondered how to best tell the Château Luchey-Halde story to achieve this distinction. While Pierre regarded innovation and sustainability as the keys to making a quality wine, he knew that French distributors and consumers considered tradition as a wine’s most important attribute. As Pierre looked out over the vineyards, he wondered how to best tell the Château Luchey-Halde story so that the estate would become a recognized brand in the world of great wines of Bordeaux. Could a new positioning strategy that blended tradition, innovation, and environmental stewardship help to improve sales? Could Château Luchey-Halde’s business model accommodate both tradition and innovation in order to differentiate its brands and create lifetime customer value in a crowded marketplace for wine?
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