Case Study – Balancing Heritage and Market Relevance

Tension: How can a storied winery maintain its heritage while adapting to changing market dynamics?

Context

Domaine Héritage, a sixth-generation family-owned winery in Burgundy, has long been celebrated for its commitment to traditional winemaking practices and its deep-rooted history. However, in recent years, the winery has experienced a decline in engagement from younger consumers in key export markets. While the quality of the wines remains exceptional, the brand’s resonance with contemporary audiences is waning.

The Strategic Dilemma

Camille, the 31-year-old heir to Domaine Héritage, recognizes the need to bridge the gap between the winery’s rich heritage and the evolving preferences of modern consumers. She faces three potential strategic paths:

1. Maintain Tradition: Continue with the current branding and marketing strategies, emphasizing the winery’s historical legacy and hoping that authenticity will eventually regain appeal.

2. Rebrand Completely: Undertake a comprehensive rebranding initiative to modernize the winery’s image, potentially attracting a new demographic but risking alienation of loyal customers.

3. Heritage-Informed Adaptation: Implement subtle updates to the winery’s branding and storytelling that honor its history while incorporating elements that resonate with contemporary audiences.

The Central Question

How can Domaine Héritage adapt its branding and marketing strategies to engage new consumer segments without compromising its core identity?

Workshop Activity

Participants will analyze the case of Domaine Héritage to identify which aspects of the winery’s brand are essential to its identity and which elements can be adapted to enhance market relevance. The workshop will encourage critical thinking about balancing tradition with innovation in brand strategy.

This case exemplifies an approach where wine is not merely a product, but a cultural symbol — making every strategic decision a matter of both business and identity.