The renaissance of Chateau Lagrange: how Suntory rebuilt the value of a classified growth winery in Bordeaux

This paper describes how Suntory restored the international reputation and brand value of the French wine estate Château Lagrange by completely restructuring the estate.

The Renaissance of Chateau Lagrange. How Suntory rebuilt the value of a classified growth winery in Bordeaux

Seiichi Nagata

(Suntory France SA) France

BACKGROUND

Background of Suntory

Suntory, founded in 1899 by the Torii family, is the leading wines and spirits company in Japan and one of the world's leading drinks groups. The company started by producing wine and developed into the whisky business.

At the beginning of the 1980s, Suntory was Japan's leading wine producer, but its business was largely domestic. The company recognised that, with the growth of the domestic market, the position of Suntory had to be...

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