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Robert Mondavi Case

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“Wine has been with us since the beginning of civilization. It is the temperate, civilized, sacred and romantic mealtime beverage”- Robert Mondavi

6000 B.C- is the time when, Mesopotamians first began to produce Wine. Since then Wine is playing an important role as enjoyable, romantic and authentic beverage for the people of all the classes. As the centuries passed, Europeans introduced their Wine making techniques to the rest of the world including America, Australia and South Africa.
1966- To become the first winery in California to produce premium Wine brands that would compete with the other premium wine brands of the world, Robert Mondavi founded the RMC Winery. With the clear strategy of gaining high reputation in premium wine segment, RMC at very inception align its business plan with its competitive strategy. As to produce limited quantity of super to ultra premium wines using high quality grapes, this helps them to build diversified brand portfolio particularly in price points and niches premium Wine market. Again as a part of their competitive strategy RMC lead the Wine industry in several process innovation and operational improvements including gentle grape handling, cold fermentation, stainless steel fermentation tanks and Oak barrel aging. In 1972 Los Angeles Times recognized RMC’s Cabernet Sauvignon as the best Wine produced in California. At marketing front to stimulate demand, RMC took some notable steps like Tours of Winery, Training sessions at fine restaurants, this helps them educate American consumer to enhance their knowledge and appreciation of Mondavi Wines.
1976- RMC soon realizes the necessity of Consolidation and vertical integration, and purchased a local cooperative Winery. Few years later this consolidation proved out to be the RMC’s best selling Wine brand “Woodbridge Wine”. From 1976 to 1996 RMC did many major local and…...

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