After celebrating its nineteenth harvest and seventh year as manufacturers and marketers of California premium wine in September 2007, were born in Mexico, owners of vineyards Ceja considered or make a concerted effort to target the U.S. Hispanic consumers. This will Ceja earn his legacy as one of the first Latin American owned and operated companies wines in America, but it was not an easy decision. Orientation for new and potentially huge U.S. Hispanic consumer segment may require a significant change in the status of premium varietal wine brands Ceja, reduces the effort to support its rapidly growing wine club, create additional future cost of the promotion of wine consumption in the U.S. Hispanic consumers, and destroy high-end premium wines. In addition, Hispanic consumers' lives outside of the U.S. wine is another high potential market opportunities and a strong interest in Amelia Ceja, co-founder of the winery and its partners family. "Hide
by Armand Gilinsky, Jr., Linda J. Novak, Christina Santini, Ricardo Villarreal DaSilva Source: North American Case Research Association (NACRA) 24 pages. Publication Date: January 1, 2011. Prod. #: NA0108-PDF-ENG
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