Publications
Publications
- December 1999 (Revised October 2003)
- HBS Case Collection
BRL Hardy: Globalizing an Australian Wine Company
Abstract
Two new product launch decisions face Christopher Carson, managing director of BRL Hardy, Europe. Responsible for the European operations of a major Australian wine company, Carson has begun to globalize his strategy beyond selling the parent company's wines. After a difficult joint venture with a Chilean wine source, he is proposing to launch an Italian line of wines. His local team has also developed a new Australian brand that would compete directly with a parent company's global brand rollout.
Keywords
Global Strategy; Joint Ventures; Product Launch; Brands and Branding; Competitive Strategy; Business Subsidiaries; Negotiation Style; Food and Beverage Industry
Citation
Bartlett, Christopher A. "BRL Hardy: Globalizing an Australian Wine Company." Harvard Business School Case 300-018, December 1999. (Revised October 2003.)