Blending Tradition and Innovation in Bordeaux: A Differentiation Strategy for Château Luchey-Halde

Pierre Darriet, the director of operations Château Luchey-Halde, a wine producer located in Bordeaux, France, wanted to create recognized brand world great wines. He wondered how best tell Luchey-Halde story achieve this distinction. While regarded innovation and sustainability as keys making quality wine, he knew that French distributors consumers considered tradition wine’s most important attribute. Could new positioning strategy blended tradition, innovation, environmental stewardship help improve sales? Luchey-Halde’s business model accommodate both order differentiate its brands lifetime customer value crowded marketplace for wine?