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Janua Ry–FeBRuaRy 2011
HBR.ORG
reprint r1101r
hbr case study and commentary
Preserve the
Luxury or Extend
The Brand?
by Daniela Beyersdorfer and Vincent Dessain
should château de Vallois begin producing
a more-affordable wine?
Expert commentary by Corinne Mentzelopoulos and
Philippe Sereys de Rothschild
exPerience FOR ARTICLE REPRInTS CALL 800-988-0886 OR 617-783-7500, OR VISIT hbr.org
Case Study
the owner of the prestigious Château de Vallois
must decide whether to launch an affordable
wine. by Daniela Beyersdorfer and
Vincent Dessain
preserve
the experts the Luxury
Or extend
corinne mentzelopoulos the Brand?
is the owner and CEO of
Château Margaux, a first
growth wine estate in the
Bordeaux region of France.
aspard de Sauveterre shivered as lowing the sudden death of her mother,
he stepped out of a side entrance Gaspard’s daughter, seven years ago. After
to his château. While the late graduating from one of France’s elite
G
September days were still w
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