Student Number 1244950/1

1.0 INTRODUCTION
1.1 Influence
What influence the writer to this product was the natural curiosity and thirst to understand
the wine industry. To further examine the reasoning and factors for the appreciation of
the product throughout Europe and USA.
If its was an exact science, to using the branding of the product in a virgin market or
Drones market in Trinidad and Tobago (TROTT, 2005) then what is wriiten should be
applied ?
1.2 A Brief History of Wine:
The History of wine would have been discovered by chance, probably around 5000 BC.
In Egypt wall paintings showing the use of wine as well as actual packaging of wine (See
Appendix 1). Biblical reference of wine is use to throughout from Genesis to Jesus Christ
(changing water into wine). It was argue that someone drank the fermented juice of wild
grapes that was collected and store.
It was not until 1890s, when Louis Pasteurs research in microbiology that linked sugars
conversion to alcohol (fermentation) to yeast (simple living organisms) was when wine
was seen as chemistry engineering process. (MACNEIL, 2001).
Throughout all culture and civilization producing and drinking wine is seen as a
celebration. It is only through culinary, due to the increase television programs like, Top
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Chef, Iron Chef Etc, more and more individual use wine not only for consumption, but
for cooking as well.
However with the increase awareness of wine, there is the negative factor like alcoholise
which is indirectly association with bad behaviour.
1.3 Background of the Company:
The Gallo Winery was founded by two Brothers Ernest and Julio Gallo in 1933,
September 22nd at streets 11th and D Modesto, with a start-up less than $6,000 capital
which the majority was from Ernest mother-in-law. They were able 177,847 gallons of
wine in the first year.
Diagram 1:3 First Building of Gallo Winery

Source Extracted from Gallos Web site

In 1934, the Gallos Brothers were able to increase their production by 40.4%.Thw
acquired of the Valley Agricultural Company, now called Livingston Ranch in 1942 was
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a milestone for the Gallos brothers. Another milestone was in the year 1972 was the
appearing on the cover of Time for the article titled American Wine Come of Age
prove to be benefitting, as this was the first stage to marketing their brand to the
population.

Source Extracted from Gallo Web Site

By 1993, E & J Gallo was the countrys largest winery, with a 25% share of the
American Wine Market.
1.3.1 Operations of the Company
The GALLO Winery is a private company hence the company financials is not public
knowledge.
However the vision and values of the company has not change over time, to place a
premium on the relationships with the distributors, customers and their employees.
The Gallo Winery boast, to product both low-end (Thunderbird and Night Train Express)
and high-end (Chardonnay, Cabernet Sauvignon) fortified wines, which enable to target
both the differentiated (segmental and concentrated (niche marketing) (TROTT, 2005, pg
358).

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1.3.2 Introduction of the Companys Markets

In United State of American, their culture and market tend to be similar to European
countries when it comes to wine. They have a great appreciation for all types of wine and
the product of wine is classified by its McKinsey 7S (See appendices). This is why Gallo
Winery is the leading brand product of wine in USA.
In United Kingdom, wine appreciation is consider longer than the USA , as UK is part of
the European countries . Gallo Winery uses segmental to push the brand Barefoot into
UK, hence the product is considers the one of leading brand in UK.
The Gallo Winery were able to enter the UKs market with the product Barefoot
(Porters Five Forces) and dominate it.
However, in Trinidad and Tobagos market, the wine industry is not as sensitivity in
comparison to the other markets USA and England. Trinidadian and Tobagonian view
wine either as homemade, using the local fruits, which grown in Trinidad and Tobago or
wine should be sweet, sparkling and cheap. In asking any Trinidadian and Tobagonian
about wine, they only view it around Christmas, Valentine and Individual special
occasions, or wine a dance (TROTT, 2005)
For the Gallo Winery or any Wine Distributor to market in Trinidad and Tobago, they
will have to understand the culture behaviour in terms of the buying behaviour of the
country. Product Positioning (TROTT, 2005) Product positioning refers to the perceptions
customers have about the product. It is a relative term that describes customer perceptions of the
products position in the market relative to rival products. It is founded upon understanding how
customers discriminate between alternative products and it considers the factors customers use in
making judgments or choices between products in the market being investigated will be

important strategy for hence the reasoning wine appreciation in Trinidad will be in the
upper class (Western hemisphere of Trinidad ).

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2.0 Definition of Product

There are many types of products that the market will classify goods and services, the
product wine will fall into Specialty Product. King 1985 argues there is a correlation
between what the customers want / needs and the improvement of the product over
time as well as Actual Product (TROTT, 2005) the actual product and so it is
essential to make it attractive and appropriate for both the products and the customers needs

(which shown in the diagram below). Wine Industry in the market Trinidad and Tobago
around Christmas can be considering an impulse convenience or convenience specialty
buying without prior thought, with special purchase effort (PHILIP KOTLER AND
GARY ARMSTRONG, 2006). The wine product do not serves a need, more a want as it
do not really improve the life of the customer, this can be consist as consumer
product (PHILIP KOTLER AND GARY ARMSTRONG, 2006 pg 235)
Graph 2.1 Extracted of the Segment of Actual Product:

Actual Product

Brand
Gallo

Features
Core Customer Value

Quality

Design

Level 1
Packaging
Level 1
Soucre Extracted from Innovation Management and New Product Development 2005
byPaul Trott

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In looking at Gallo Winery, the marketing strategic places individual product decision to
their product line. Whereas , product quality as high quality wine in the American , give
the suggestion that , taste , colour , and scent will define the product (ROBINSON, 2008)
. Furthermore, this creates value to customer and satisfaction towards the product. As
Siemens argues the product quality is when the customers come back, however this can
be misleading is it relies on other person opinion.
Graph: 2.2 Individual product and service decision: Gallo Product

INDIVIDUAL
PRODUCTGALLOS
ATTRBUTIES

BRANDING

PACKAGING

LABELLING

PRODUCT
SUPPORT
SERVICES

Source Extracted from Principles of Marketing by Philip Kolter and Gary Armstrong

2.1 Gallos Product Features

Wine making changes over time (innovation). The first step or stage is the harvesting of
the grapes, which can determine the type of product of the wine (from white to Red), to
the packaging, style and branding /trademark. Gallo winery used product features.
Product Feature is the way company separate themselves from their competitor/s. This
can take many forms in the product itself. (TROTT, 2005). It tends to use the value of the
customers opinion. They do this by the actual production of process of the wine to create
several products that enjoy by many of their consumers.

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2.1.2 Gallos Product Style

The product style of the wine can be divided into platform development (shown in the
Diagram below). The Gallo Winery take advantage of this by producing different types of
wine to suit the strategy fit of the market.
The golden ratio is found in all products, from the taste of the wine to the size of the
bottle. The perfect balance is the proportion of the 2:2.1.
(See Appendix 6 for the golden ratio for all wines)

Graph 2.1.2 Gallos Product Platform

(See Appendix for the golden ratio for all wines)

Gallo Family
Vineyard Estate

High

Alamos

Product
Price
Low

Barefoot Cellars

Overall cost
leadership

Generic Strategy

Differentiation

Extracted Source Adopted Innovation Management and New Product Development by Paul Trott from using information from
appendix 3

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2.1.3 The Products Benefits and Value

In assessing at Gallos products of wines, what comes to mind is the possible value
proposition (PHILIP KOTLER AND GARY ARMSTRONG, 2006 pg 221) , whereas the
product Andre is considered the best selling brand of sparkling wine , due to the cost of
sale ($4 to $5 USD per bottle) , the same for less

and more for the same

competitors viewpoint , while the other products can fall into the catogeries of more or
more- preium , less for much less.
The benefits and value of the product is closely inter-related to its customers base, as
customers can drive the value of the product to its brands view. According to Harvard
Business Review, Value equity is the objectivity considered quality, price and convenience of
the offering. Brand equity is the customers subjective assessment of a branded offerings

worth above and beyond its objectively perceived value.

Most of wine products are caterogies as symbolic product , as consumers purchased them
for deeper and less transparent , instinctive need , this especially for the expensive wines
and brandy .
The value of wine actually increase in time , in terms of cost price. An example of this is
show in the table below .
Table 1: Comparative Figures for Gallo Product Melot
Gallo Merlot 2005
Fiscal Year 2005
Cost $ 13.00 USD

Fiscal Year 2012

Cost $ 84.00 USD

Source Extracted: Gallo web-site

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The different is the value that the wine accumulated over the years. Hence some
customers tend to buy wine as investment (for resale) they are known as Collectors.

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2.1.4 Gallos Packaging

The process of packaging of a product is important, as it involves the design and
producing the container or wrapper for a product
Traditional the packing system of wine used to be , goatskin, barrels, (which made out of
woods,(oaks ) as the demands increase so to the packing system , to more connivance
style glass bottle and recent times box wine which made out of paper (easy to disposable
) and cans as shown in the diagram.
Diagram 2.1.3: Time line of the packing of wine

Before 350 BC

350 BC-

1800s to mid
century

1965

!980s

Sources Extracted from Numerous Journals. Articles and Books

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3.0 Definition of Innovation

Innovation is considered the most important part of the product whether is developing

new product or developing an invocated process for an existing or new product. However
innovation can be risky as well as, especially if the market is not ready for the product.
Which cause this so called new product to become a question mark or a dog (ANSOFF,
1988). Innovation involves the conversion of new knowledge into new product, processor
service and the putting of this new product, process or service into use, either via the marketplace
or by the other processes of delivery- GERRY JOHNSON ET AL, EXPLORING

CORPORATE STRATEGY, 8TH EDITION. The wine industry has evolves in to radical
innovation (TROTT, 2005) the way it manufacture wine. Firstly by the introduction of
living organisms (manufacture), then by its taste (sweet wine vs. medium /dry wine, flat
vs. Sparkling wine). Secondly by the packing of the product as it changes over time, to
meet the demands of the market, the labelling and trademark of the product to also
change over time to suit the marketing strategic that the company uses.
3.1 Gallos Innovation
There are many types of innovation that a product may fall into. In recent times, the wine
product, innovation is (a) product innovation Improve the existing product and (b)
process innovation Developing a new manufacture process (TROTT, 2005). In looking
at the pictures below the pressing machine, which used to crush the grapes have undergo
process innovation.
The demands of customers push product innovation to create new product (especially in
taste). Gallo Winery uses the internet, to advertise new product that are available in the
market. Gallo ask their customers for suggestions to improve their product.
Technology in process innovation is cause by the push or pull market (TROTT, 2005),
where the traditional methods of making wine becoming limited. Gallos winery, they
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look at the existing marketing create new ways to increase their production, even its
means outsource the production of wine to focus on branding and marketing. The process
innovation involved several strategic implications, in which Gallo Winery was able
successfully to achieve.
Diagram 2.3 Wine Presses

16th Century Wine

Press

Modern Wine Press

Sources Extracted from Numerous Journals. Articles and Books

An illustration of the process innovation is shown below.

Graph 2.3. Products and Process Innovation

DOMINANT DESIGN
ESTABLISHED
PRODUCT
INOVATION

PROCESS
INNOVATION

INNOVATION
RATE

TIME
Source Extracted: Adapted from W.J.Abernathy and J.M Utterback, A dynamic model of
process and product innovation, Omega, vol 3, no 6 (1975).

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The overall of the innovation product and process involves the market input (the needs
and wants of the customers as well as the suppliers).
Diagram 2.3.1: Innovation Process

Source Extracted: Innovation Management and New Product Development by Paul Trott pg 10

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4.0 The Brand

Gallo Winery uses branding strategy to develop their brand throughout the market. This
can be in the form of brand positioning (which was discussion in the earlier part of the
assignment through Benefits, Beliefs and values) brand name, brand sponsorship and
brand development.
The word brand can be used to become to the product itself or the reputation that the
product carries. It plays on consumer perception of the product. According to the
American Marketing, Association defines brand as a name, term, signs, symbol or
design or a combination of them to identity the goods or service also, to differentiate
from competitor/s.
Gallo Winery Brand name is taken from the original founders (the Gallo brothers) and
creator of the winery. This is traditional for the winery to adopt the name of the family
who created it. This is a form of Brand equity is the term used to describe the value of a
brand name. Brand equity creates value for both customers and the firm. The customers can
clearly use brand names as simplifying heuristics for processing large amounts of information.
(TROTT, 2005).

In looking at all the wine bottles the brand labeling (brand name ) position in front, like a
stamp of approval. The Gallo Winery Brand name had not change over the time.
,however,the development of a brand (brand development) had envolue to represent the
current time. Brand Development can extend to new brands forming or acquisition of
other brands. An example of this Gallo Winery purchasing Barefoot Cellars in 2005.

In looking at brand appeal several aspects must be exaimed for Gallo Winery, that is
Quality, Status, Cost/ benefit, Global presence,social corporate responsibility and strong
ads with strong personalities.
Below is an illustration of this brand labelling change over time.

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Diagram 3.0 Brand Changing over Time

1943

1946

1975

1982

2008

2012

Source Extracted from Gallo Web Site

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5.0 Trademark of Gallo Winery

In 1946 the Gallo registered its trademark in most of the states. Trademarks are closely
associated with business image, goodwill and reputation. Indeed, many trademarks have become
synonymous with particular products.

A trademark is a register brand which is associate with the company (TROTT, 2005) The
Trade Marks Act (1994, section 1(1)) defines a trademark as being any sign capable of being
represented graphically which is capable of distinguishing goods or services of one undertaking
from those of other undertakings.

The trademark for the GALLO winery is the name itself and its logon of the rooster.
Diagram 4.0 Gallos Trademark

Symbol

Brand Name

In 1986, the GALLO brothers sued their younger brother Joseph, for using the name
GALLO for a cheese branded. Joseph claiming that the name belongs to their father, and
he has the right to use the name as a son also. Unfortunately, Joseph lost the case and was
force to change the name of his business to Joseph Farms.
In 1990s, GALLO winery sued a Spanish pasta company for using their name and their
symbol.
Diagram 4.1 Gallos Pasta and Gallo Winery

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GALLO use all its resources to prohibit future use of the brand name from other
companies. Although an agreement was made (GALLO Pasta was not allow to sell their
pasta in USA). In 1998, April GALLO winery filed a cease-and-desist order against
GALLO Pasta as they broken the agreement.
An example of Gallo Trademark is
The following trademarks are the property of E. & J. Gallo Winery:
Accents Vineyards, Alcott Ridge Winery, Anapamu, Andre, Andre Champagne, Ballatore, Bartles &
Jaymes, Bella Sera, Bella Sera Collezioni, Black Swan, Boones Farm, Burlwood, Burlwood Aldi USA,
Burlwood Cellars, Carlo Rossi, Copperidge Vineyards, Copperidge by E & J Gallo, E&J Cask and Cream,
E&J Brandy, E&J VS Brandy, E&J VSOP Brandy, Ecco Domani, EJG Twin Valley Vineyards, Ernest &
Julio Gallo, Fairbanks, Frei Brothers Reserve, Gallo, Gallo Vermouth, Gallo of Sonoma, Gallo of Sonoma
County, Gallo of Sonoma Estate, Gallo of Sonoma Family Selection, Gallo of Sonoma Single Vineyards,
Gossamer Bay, Hornsbys, Hornsbys Pub Draft Cider, Indigo Hills, Indigo Hills Champagne, Livingston,
Livingston Cellars, Louis M. Martini, Louis Martini Cab Centric, Louis Martini Cab Centric Select,
MacMurray Ranch, Marcelina, Maso Canali, Mirassou, Mirassou Selection, Napa Valley Vineyards, Night
Train, Peter Vella, Rancho Zabaco, Red Bicyclette, Redwood Creek, Redwood Creek Select, Rivercrest,
Sheffield Cellars, Thunderbird, Timberwood Vineyards, Totts, Totts Gold Medal Cuvee, Turning Leaf,
Turning Leaf Coastal Reserve, Turning Leaf Special Select, Walkabout, Wild Vines, William Wycliff Box,
William Wycliff Glass, William Wycliff Vineyards, Wycliff Sparkling, Wyalla Cove-Aldi

On September, 2010, the US federal re-registration the trademark for GALLO giving a
serial number of 85139959, in additional to wine, as GALLO winery is trade other
product like olive. GALLO trademark is filed in the category of Meats and Processed
Foods Products.

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6.0 Marketing
The Gallos brothers were among the pioneers of wine advertising on television
and launching many wines adverting campaigns. Marketing and sales provide the
means whereby consumers /users are made aware of the product or service and are able
to purchase it. (GERRY JOHNSON, KEVAN SCHOLES AND RICHARD
WHITTINGTON, 2008)

Many of GALLO advertisement slogans were create, insightful and relate to the
country they trying to market. If GALLO winery has to market in Trinidad and
Tobago the slogan will have to express our culture.
Examples of advertisement slogan are shown.
Ernest & Julio Gallo wines
Slogans: California. The new art of wine
E. &J. Gallo. Everything we know is everything you taste
Turning Leaf wine brand (E. &J. Gallo Winery)
Advertising slogan: Turning Leaf. Handcrafted for Perfect Moments
Black Swan wine brand, Australia
Ad slogan: Black Swan. Let Your Senses Take Flight
Bella Sera, Italian table wine
Ad slogan: Bella Sera. It's going to be a beautiful evening

Marketing can be considering the final stage after producing, innovating and
selling ones product. It educating the existing consumers and new consumers to
the product and receiving ideals to improve on existing product.
There many marketing models a company can use as a template to marketing their
product. The closest model that GALLO winery seems to follow is segmentation
(TROTT, 2005), targeting and position, as well as Porter Five Forces. Both
models are used interchangeable to maximum GALLO gains in the product.
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6.0 Conclusion
In conclusion the assignment was able to look at the product wine, and describe
effectively the type of product as it falls into contemporary, speciality consumer
product. A brief History of wine, from humble begins to being feature on Top Chef.
The product wine is not seen in the market of Trinidad and Tobago not popular

as

in

the markets in USA and UK.

Gallo Winery, American Leading Wine Brand, was used to descript how wine evolves
and innovation itself .From the actual product (taste), packing, brand and trademark
Even to the process innovation, which the wine industry retain some of its traditional
values , but for large production , the wine press was invented . A further examination
of the marketing strategy Gallo Winery was observing throughout USA and in UK
(barefoot).

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8.0 Reflective Writing

When I begin to think about my life and how I reach here, sitting in a classroom full with
sixty

people, all like me somewhat preparing to do a MBA program, my thoughts and

remembers played like an old movie film, its all in black and white.
My road to this was not easy, but life is not easy. I came from the traditional routine
Olevels, then A levels and after two months finishing my degree the rush to sign up and
start was a leap of faith rather than planned schedule. At the time, I did not have the
money to pay. I only have the Registration fee. I cannot ask my father because the battle
of cancer has won a year ago, and my mother did not have that kind of money, plus she
had my younger sister to take care of. However, I was determining to start this in for the
pence in for the pound and God will find a way was my phrase to encourage me.
My inner thoughts of a MBA, started to play like drum, questions started to rise in my
mind Will be able to keep up How will deal with your afraid of crowd and people "
What about your dyslexia " How will find the rest of money to pay for this program."
Then I could subdue these questions, find myself a little calmer.
When I have to find a group and work in a group.
I arrive late to class, which I was eager to learn thing new, especially in marketing. I
always had an interest in marketing. As a full time accountant and part time owner of a
small business, I asked myself what the real importance to marketing is and how this
study will help me in my business. The lecturer quickly inform the class it is wise to work
in groups, especially when u doing a MBA program. To be honest I never like
working in a group, you always find one member of the group do not like to pull their
weight. That person then becomes a parasite to the group, always having excuses. I
do miss the classical a dog ate my home work.
Besides, that one member, my afraid of crowds and reading aloud do prevent me. I put
aside my insecurity and said to myself, I need to find a group whose experiences will
help my overcome my doubtful thoughts and is focus to work, no matter what.
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The advantage of being a quiet person is the ability to observe people in their natural
environment. My sociology learning came in handle. As I quietly observe behavioural
patterns, of leaders, followers, thinkers etc. I know selecting a group is not an exact
science, but I have to feel comfortable around this group of people for the next semester
or the rest of the duration.
I introduce to myself and to the group, the rest were history.
Now working in a group to me is not bad, to my surprise I find it very encouraging, as we
meet

and discuss the assignments. The principles of storming, norming, performing and

adjourning are used throughout each group meeting, with documentation of the previous
meeting.
My thoughts in relates to my assignment.
In looking at my assignment initially, I was confused, because there were so many
products to discuss. My marketing Lecturer made it look so easy. His PowerPoint slides
and videos made it relatable to me. Being in his class was exciting; it was like he
understands how my brain works, through pictures and graphics. One of my group
members remembered me, that Mr. Samuel say pick a product you are familiar with. I
think for five minutes and I remember my part time business is in the wine industry.
This assignment will be able to fulfil many objectives, firstly I can use all the theory I
learned to apply to the wine business. Secondly, I can do a needed research of the brand I
am selling and finally feel a little comfort in doing my assignment, as it relates to home.
The biggest challenges is structuring my assignment to meet the entire requirement, to
write 4000 words, obtaining data on my product and applying to the relevant theories. I
know, I just finish my degree and writing 4000 words should be easy, but it was not.
Especially the reflective writing, it is a long time I was asked to write reflective. Writing
the assignment around Christmas time was somewhat unfair. But, I set a plan how to
structure my time for my assignment, which was able to overcome most of my initial
challenges.
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My MBA marketing Class.

The MBA marketing Class, prove to be entertaining as well as educating. We learn so
much at that short space of time. Mr Samuel with his innovate way of teaching
marketing, he was able to bring the study alive, and relate to our market, Trinidad and
Tobago. Ideals and discussion was greatly encouraged by the students. He was able to
open my eyes to products and the strategy methods these companies use, for selling the
product.
Mr Samuels lectures further help me understand my assignment and how to relate the
theories without being too descriptive in my assignment. To me, the marketing class was
one of my favourite class , its a joy to come to class and learn something new which I
can apply to my life, my workplace and my business .
If I have to improve the class, it maybe the classroom temperature, its too cold for this
Caribbean student, who is known to be bathing in the Sun.
How marketing and innovation help me understands my business.
The study of marketing and innovation help me understand my business, it allow me to
do the research for marketing and innovation. The truly understand the meaning of
McKinley 7s strategy for a product into the market, which I personally cannot while to
try out. Marketing show there are the different between undifferentiated and
differentiated, segmental or niche market which a small business can find its position in
the market only if to understand the market environment.

WORDS COUNT-1000

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Appendices

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Appendix 1: Egypt and Rome Pictures

Viticulture

Fermentation

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Appendix 2: Wine Processing

Pulp

FRUIT i.e. Grapes

Red Wine

Remove Skin

White Wine

1. Fermentation the adding the Yeast ,cold and stabilization

2. Second Fermentation
3. Malolactic Fermentation
4. Laboratory Tests
5. Blending and fining
6. Preservations
7. Filtration
8. Bottling

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Appendix 3: Ranking Wine Branding

Ranking

Product

Brand Owner

Head
Office
Country

Gallo

E & J Gallo
Winery

USA

Logon

(brand
Management)

Concha Y Toro

Concha Y Toro

Chile

Yellow Tail

Casella Wine

Australia

Robert Mondavi

Constellation

USA

Hardys

Accolade Wine

Australia

Beringer

Treasury Wine

London

27

7
Sutter Home

Trinchero Family
Estate

CalifniaUSA

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Ranking

Product

Brand Owner

Head
Office
Country

Jacabs
Creek

Pernod Ricard

France

Lindemans

Treasury Wine

London

Blossom Hill

Diageo

London

Logon

10

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Appendix 4: UK Top Ranking Wine

The top ten are

Ranking

Brands

Countries

1
2
3
4
5
6
7
8
9
10

Hardys
Blossom Hill
Gallo
Jacobs Creek
Kumala
Stowells of Chelsea
Wolf Blass
Banrock Station
Lindemans
Echo Falls

Australia
USA
USA
Australia
South Africa
Australia
Australia
Australia
USA

Previous Year
Ranking
1
2
3
4
5
6
10
8
7
15

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Appendix 5: Gallos Product according to Price

Product

Description

Price/USD Marking
12.99
$$$

White Wine

13.99

Alamos
Andr
Apothic
Ballatore
Barefoot Cellars
Barefoot Bubbly
Bartles & Jaymes

Bella Sera

6.99
10.99
E&J is the original "premium wine
cooler" launched in 1985. The
brand continues to be the market
leader and has unmatched
consumer awareness, availability,
and association as flavorful
coolers. For sweet-seeking
flavored alcoholic beverage
consumers, Bartles & Jaymes is
the original cooler that satisfies
you with color and lively fruit
flavors.
Imported from Italy, Bella Sera
means "beautiful evening" and
offers wines that capture the
relaxed, authentic and welcoming
essence of Italy.

Black Swan
Bodega Elena de
Mendoza
Brancaia

The famed hillsides of Tuscany

are home to Brancaia, a
contemporary wine estate
governed by the mantra: Resist the
Usual. Rooted in the bold Super
Tuscan movement, Brancaia
blends international varieties with
classic local grapes, bringing a
modern touch to a centuries-old
wine region.

$
$$$
$$
$$
$$$
$

7.99

$$

7.99
10.99

$$
$$

$$$$

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Product
BridlewoodEstate Winery

Description
At Bridlewood, we like to take our
time. We hand select our grapes
from California's renowned
appellations, and we pour our
passion into winemaking.
Bridlewoods range of critically
acclaimed Chardonnay, Pinot Noir,
Cabernet Sauvignon, and Red
Blend wines tell the colorful story
of the Central Coast: the
adventurous Spirit, the relaxed
lifestyle, the fresh local foods, and
the incredible vineyards

Price/USD
19.99-39.99

Marking
$$$$

For over 35 years, Carlo Rossi has

kept its simple, straightforward
approach to winemaking by
consistently producing great
tasting, unpretentious wines. But as
Carlo himself would say, "I like
talking about wine, but I'd rather
drink it!"

Carlo RossiFounders Oak

Nearly 50 years ago, Carlo Rossi

Wines was founded on a
commitment to both quality and
value. In honor of this tradition,
Carlo Rossi Founders Oak is made
with high quality grapes picked
from the vines of sprawling
vineyards and is perfectly
complemented by a hint of oak.

$$

Cask & Cream

Cask & Cream is a rich, tempting

cream liqueur which allows you to
indulge your senses in the delicious
flavors of Caramel, Chocolate and
Original

$$$

Carlo Rossi

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Student Number 1244950/1

Product

Description

Price/USD Marking

Clarendon Hills
Dancing Bull
DaVinci
Don Miguel Gascon
E. & J. VS Brandy

E. & J. VSOP Brandy

E. & J. XO Brandy $$$

Gallo Family Vineyard Estate

Gallo Family Vineyard Single

Vineyard
Gallo Family Vineyard Sonoma
Reserve
Gallo Family Vineyard
Gallo Signature Series

$$$$

15.99
First introduced in 1975, E&J
VS is America's most preferred
brandy. Popular because it
tastes great, mixes well and
offers consistent, awardwinning quality.

E&J VSOP takes smooth to

another level. We age it longer
than our VS Brandy, giving it a
luscious, layered texture.
Produced in the style of fine
European brandies, it's
America's favorite VSOP
Brandy because we blend it
specifically for richness and full
flavor.

The Gallo family farms eight

bench-land vineyards in the
Sonoma County appellations of
Alexander Valley, Dry Creek
Valley, Russian River Valley
and the Sonoma Coast.
Carefully selected sites within
each appellation produce the
grapes for our Gallo of Sonoma
Estate wines. Only the Best of
the Best fruit is considered for
possible inclusion in these
wines, our finest cuvees.

$$$
$$$
$$$
$$$

$$$

84.99

$$$
$$$$

$$$$
$$$
7.99

$$
$$$$

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Appendix 6: Golden Ratio for Wines

Volume
(litres)

Ratio

Name

Notes

0.1875

0.25

Piccolo

"Small" in Italian. Also

known as a quarter
bottle, pony, snipe or
split.

0.25

0.33

Chopine

Traditional French unit

of volume

0.375

0.5

Demi

0.378

0.51

Tenth
Jennie

0.5

0.67

0.62
0.75

0.83
1

Clavelin
Standard

0.757

1.01

Fifth

1
1.5

1.33
2

Litre
Magnum

2.25

Biblical, First king of

Northern Kingdom.
"Jeroboam" has
different meanings (that
is, indicates different
sizes) for different
regions in France.

Jeroboam (a.k.a.
Double
Magnum)

4.5
6
6

6
8
8

Rehoboam
Imperial
Methuselah

9
9

12
12

Mordechai
Salmanazar

12

16

15
18

Yes
Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

One-fifth of a U.S.
gallon*
Used for cheaper-priced
wines.

Marie Jeanne

4
6

Yes

Also known as a 50 cl
bottle. Used for Tokaj,
Sauternes, Jerez, as well
as several other types of
sweet wines.
Primarily used for vin
jaune.

Also known as a
Tregnum or Tappit Hen
in the port wine trade.

3
4.5

20
25

"Half" in French. Also

known as a half bottle.
One tenth of a U.S.
gallon*

Champagne Bordeaux Burgundy

Biblical, First king of

separate Judea

Yes

Yes

Yes
Yes

Yes

Yes
Yes

Yes

Yes

Biblical, Assyrian King

Yes
Yes

Yes

Yes
Yes

Balthazar

Early Christian folklore,

one of the Wise Men

Yes

Yes

Yes

20

Nebuchadnezzar

Biblical, King of
Babylon

Yes

Yes

Yes

24

Melchior

Early Christian folklore,

one of the Wise Men

Yes

Yes

Yes

26.7
33.3

Solomon
Sovereign

Biblical, Oldest Man

Biblical, Cousin of
Esther Queen of Persia

Biblical, King of Israel,

Son of David

Yes
Yes

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Volume
(litres)

Ratio

27
30

36
40

Name
Primat or
Goliath
Melchizedek

Notes

Biblical, King of Salem

Champagne Bordeaux Burgundy

Yes
Yes

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Appendix 7: Mc Kinsey 7s

35

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Appendix 8: Marketing Model, Segmental, Targeting and Position

36

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Appendix 9: Michael Porter Five Forces

37