ORDER ARTICLE PERMISSIONS/REPRINTS/OFFPRINTS/TEACHING NOTES
To order inspection copies, and/or permissions to include this article in textbooks, edited volumes, course booklets, online/digital course packs, etc., and/or to order multiple individual hard copies for classroom use, please use the secure online payment, or the appropriate form available on the Order Forms page, or alternatively, contact the Publishing Editor, Peter Neilson, pneilson@neilsonjournals.com directly.
The Scarlet Champion Project: Positioning 'Atlantic Essence', a Portuguese Wine, in the U.S. Market
Mariana Bassi Suter
TBS Business School, France
Ana Rita da Costa Barros
Tax Consultant – PwC Portugal
Raquel Meneses
School of Economics and Management of the University of Porto, Portugal
Volume 20: 2025, pp. 545-560; ABSTRACT
This case study analyzes the strategic process of internationalization of ‘Atlantic Essence’, a wine developed by Horizon Grapes Vinhos, a Portuguese winemaker, specifically for the U.S. market. By examining the strategic decision-making involved in creating an international marketing strategy for a new product, students will work toward the case’s primary objective: analyzing the key elements of building a positioning strategy, with an emphasis on Country-ofOrigin Image attributes, to shape the marketing strategy in the United States. This case can be applied in Bachelor’s and MSc programmes in International Business, International Marketing, Marketing and Wine Marketing modules. The events and data described in this case cover the period from 2013 to 2016. While some historical data before 2013 are referenced to provide context, the primary focus of the case is on Horizon Grapes’ strategic decisions, product development, and market entry initiatives during these three years. All figures, trends, and examples should be understood within this historical context.
Keywords: international strategy, international market analysis, country-of-origin image (COI), international marketing, brand positioning.
.jpg)
