Pragmatism at light speed at light cost

This paper describes how qualitative research helped Beringer Blass Wine Estates develop its Australian Wine Regional portfolio offer in the United Kingdom.

Pragmatism at Light Speed at Light Cost

Oliver HornBeringer Blass Wine Estates Limited, EMEA, United KingdomSandrine Monnier-McClureGreen Light International, United Kingdom

THE PROJECT CONTEXT

Beringer Blass Wine Estates – Profile

Beringer Blass Wine Estates is one of the five biggest global wine companies and is fully owned by the Foster's (Beer) Group Limited. Part of Beringer Blass Wine Estates is Cellarmasters, the world largest direct wine sales company.

With a global turnover of US$ 1.6 billion (30th June 2004),1wine sales of 18.5 million nine-litre cases and more than 4,600 employees, Beringer Blass Wine Estates truly...

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