Stag Leap Cabernet Sauvignon 2011 - Case Study Example

Stag Leap cabernet Sauvignon Introduction Stag Leap cabernet Sauvignon is a wine producing company. The company was founded in 1970. The founders designed the headquarters in the district of Stags Leap, California. An Italian company, Altria, bought the company in the year 2007 as a joint venture. The acquisition was closed at a figure of 185 million dollars. The venture became a success after four years. When the company was formed, it was able to achieve international recognition within a period of four years. Statistics indicates that in the year 1973 the company was able to gain bigger shares of California markets. Purposely, the success of the company is attributed its production of Californian and French wines. Out of the company’s success, countries such as Australia, America and North America became recognized as leading wine manufacturers. Stag leap formation Stag leap is a winery that was founded by Warren Winiarski in the year 1970. Warren was introduced to wine during his trip in Italy. He found a new interest in wine development upon settling in Chicago. By 1960, he began to experiment with making his wine at home. During this time, he moved to Napa valley where he took up a job with Chateau Souverain. The main motivation for the creation of the company was when he purchased a 44 acre land situated close enough to winery production raw materials. Per se, the materials were located at the vineyard owned by Napa valley cabernet winegrowing pioneer. In addition, the land he bought was planted with cherries, walnuts, petite Sirah and Alicante Bouschet. Later on, he specified on cabernet Sauvignon and merlot vines hence he renamed the vineyard to stag’s leap vineyard. Winemaker A winemaker, formally known as vintner is a person who carries out the act of making wine. Stag’s Leap Winemakers are renowned for the production of smooth quality wine. Winemakers from this company are very competent. They are facilitated with sufficient knowledge that enables them to create quality products to the customers (Brook & Jon 33). Functions of wine makers Winemakers have several functions in the company that enables them to protect and uphold the company’s standards of production. The functions are listed below: Cooperating with viticulturist Monitoring grape maturity while ensuring their quality and determining the date of harvest Juice settlement and fermentation of grape monitoring Filtering the wine to remove solid particles Quality testing Placing the filtered wine in casks and tanks for storage Wine making comprises a process where all the winemakers bring their knowledge together for the purposes of generating quality wine. The processes begin by selection of grapes or other products that are used in making wine. It ends with bottling and packaging of the wine. As much as the wine makers of the company indulge in using grapes for most of their wines, there are other plants produces that are used. They also engage in production of Mead where they use honey as the primary raw material. Grape varietal The varietal is used to describe the wines that are primarily made from single named grape variety. Typically, the wine’s bottle contains a list of the type. The most widely known is cabernet Sauvignon, chardonnay and merlot. The company also deals with wines that display names of two or more varieties labels. Such wines include chardonnay-viognier (Brook & Jon 59). The term varietal has a very significant meaning which stipulates that the wine is made from a variety. After harvesting the grapes, they are taken into the winery. In the winery, they are prepared for primary ferment. During the process, there is a divergent of red wine making to white wine making. White wine is made from fermented grape juice. In times, primary fermentation requires a catalyst such as yeast in order to be complete. Vine region Stag Leap cabernet Sauvignon benefits from the wineries of Napa’s neighborhood. Nineteen vintners helm the neighborhood. The vintners have a common basis of understanding. They work together in an environment of camaraderie. The environment is located through the stag’s Leap District Winegrowers association. The wineries are positioned from small and family-owned properties. They have very limited production as compared to mid-size wineries that gain from international distribution and recognition. All come together with the intentions to uphold the world-wide responsibilities and reputation of quality wines from the region (Brook & Jon 75). The Stag’s Leap District distinct soil and topography unite the wineries hence promote their collective production of the widely regarded finest cabernet Sauvignon. Grapes and other fruits used for winemaking are often harvested from the vineyards on September till early November in these vine regions. Then it starts again on mid-February till March. Harvesting is done mechanically or by hand. The winemakers rest with the decision on when to harvest the grapes. Wine style Stag Leap cabernet Sauvignon invests in making the wine different from other competitors. The company engages in style differentiation such that its wines are mostly preferred. The company offers alluring aromas of red currant in addition to cranberry mixed with hints of vanilla together with dried herbs. The wine is created to be soft with a dried cherry on the palate. The winemakers ensure that the wines carry different flavors in order for customers and consumers to have a variety of tastes and choices. The flavors used are cherry, blackberry, currant and savory herb flavors. The wines are fitted to a medium-bodied mouth feel with round, satin-like tannins (Brook & Jon 78). Target market The company has categorized its target markets according to different categories. The categorization enables the company to identify its markets and layout strategies on how to satisfy its customers. The company’s products are marketable across the entire world. The categories include Overwhelmed (23% of their consumers) Image seekers (20% of consumers) Traditionalists (16% of consumers) The Savy shoppers (16% of consumers) Satisfied sippers (14% of consumers) Wine enthusiasts (12% of consumers) All the categories of wine buyers enable the company to satisfy its target market effectively and efficiently. After identification of the customers, the company formulates strategies to appeal to the niche of its customers (Brook & Jon 80). Research is one of the key investments of the company in order to track down the annual consumer attitudes and behaviors. The research enables the company to conduct studies on issues regarding consumer segments. The benefits are enormous because the company can create a market with the knowledge of what specific consumers prefer. Relation to New World Wines The company maintains good relations with other producers of wine across the world. One of the reasons is to facilitate technological knowhow from other advancing companies. Closer relationships enable the company to maintain better understanding of consumer choices and consumer needs (Brook & Jon 89). The company’s relation to new world wines facilitates customer value creation. The most beneficial achievement is the demonstration of the long-term relationships that drive superior wine business performance. Works Cited Brook, Stephen, and Jon Wyand. The finest wines of California: a regional guide to the best producers and their wines. Berkeley: University of California Press, 2011. Print. Read More