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Rosé on Ice: Vinovalie’s Bridge from French Terroir to Brazilian Taste
Mariana Bassi-Suter
TBS Business School, France
Dinorá Eliete Floriani
Universidade do Vale do Itajaí, Brazil
Annalisa Fraccaro
TBS Business School, France
Yasmine El Alami
TBS Business School, France
Volume 21: 2026, pp. 00-00; ABSTRACT
The case explores the unexpected success and ensuing strategic dilemma of Vinovalie, a
French wine cooperative, in the promising yet complex Brazilian market. Facing declining
European consumption, Vinovalie pursued international growth through its flagship product, Rosé
Piscine, a rosé designed to be served over ice. Its lifestyle appeal drove rapid organic success,
making it Brazil’s best-selling imported rosé. However, the initially low-risk distribution
partnership deteriorated as the local distributor pursued short-term gains and mismanaged pricing.
Retail prices rose sharply, pushing the brand from “premium-accessible” toward luxury and
alienating its core audience. Armand Dubois, Vinovalie’s Export Manager, must tackle two
intertwined challenges, the first related to the distribution channel - should Vinovalie retain the
current distributor, find a new partner, or establish a local subsidiary? At the same time, how can
Vinovalie preserve Rosé Piscine’s premium lifestyle image while ensuring sustainable growth?
Students evaluate four strategic scenarios and recommend an evidence-based course of action to
Vinovalie’s board.
Keywords: international distribution strategy, entry-mode, brand (re)positioning, retail pricing,
internationalization strategy, country-of-origin image.
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