Technology Systems in the Wine Industry: The Constellation Brands Experience

Abstract

The focus of this paper is to serve as an audit of the strategy, processes and technology systems in the wine industry and to generate data on the use of technology in the wine industry. Technology is seen here as a strategy enabler. In order to study this topic, the authors chose to look at the local production practices of the largest wine company in the world, Constellation Brands, Inc. (NYSE:STZ). The name of the company, Constellation, suggests part of its corporate strategy to own and market a constellation of “star” brands. Data was gathered by literature reviews on the industry and the company, company materials, as well as interviews with wine industry professionals and Constellation employees.