Pragmatism at Light Speed at Light Cost

Oliver Horn
Beringer Blass Wine Estates Limited, EMEA, United Kingdom
Sandrine Monnier-McClure
Green 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),1 wine sales of 18.5 million nine-litre cases and more than 4,600 employees, Beringer Blass Wine Estates truly is a wine producing powerhouse.

Beringer Blass Wine Estates' (BBWE) primary focus lies in producing premium wines. Its heartland resides in Australia and the United States where it produces world leading brands such as Wolf Blass and Beringer. Besides its two biggest brands, BBWE owns more than 50 other wine brands that are aimed predominantly at the premium boutique market. In Australia alone, BBWE owns more than 25 wine brands coming from all key wine-growing regions.