Jackson-Triggs: We've got a wine for that
Bensimon Byrne
Situation analysis
Overall assessment
In early 2011 when Bensimon Byrne first began to work with Constellation Brands, the wine category in Canada was healthy and growing. So for Jackson-Triggs (JT), a well known, dominant player in Ontario and British Columbia, business should have been booming. Instead, the brand overall was in trouble, and its base SKU (Proprietors' Selection), which represented almost 80% of the volume, was in a steep decline.
"I have no clue what to buy"
In the previous few years, the wine category was undergoing a paradigm shift,...