Case Name :      Ceja Vineyards: Marketing to the Hispanic Wine Consumer?

Authors :           Armand Gilinsky Jr., Linda I. Nowak, Cristina Santini, Ricardo Villarreal daSilva

Source :             North American Case Research Association (NACRA)

Case ID :            NA0108

Discipline :        Marketing

Case Length :    24 pages

Solution sample availability : YES

Plagiarism : NO (100% Original work)

After celebrating their nineteenth harvest and seventh year as California producers and marketers of premium wine in September 2007, the Mexican-born owners of Ceja Vineyards were considering whether or not to make a concerted effort to target U.S. Hispanic consumers. Doing so would enable Ceja to capitalize on its heritage as one of the first Hispanic-owned and operated wine businesses in America, but this was no easy decision. Targeting the emerging and potentially vast U.S. Hispanic consumer segment might require extensive repositioning of Ceja’s premium varietal wine brands, result in a diminution of effort to sustain its rapidly growing wine club, pose additional future expenses for promotion of wine consumption to U.S. Hispanic consumers, and erode the high-end premium wine brand. In addition, the Hispanic wine consumer living outside the U.S. represented another high potential market opportunity and was of serious interest to Amelia Ceja, co-founder of the winery, and her family partners.