Abstract:

This paper describes how Suntory restored the international reputation and brand value of the French wine estate Chateau Lagrange by completely restructuring the estate. It emphasises the importance of establishing good relationships with local people and the Bordeaux wine community, and how Suntory's corporate philosophy lies at the heart of the Chateau Lagrange success story. It also demonstrates how the lessons learned at Chateau Lagrange have benefited Suntory in other projects internationally.