IntroductionThis case study on Sutter Home Winery forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the wine brand has increased market share by focusing on environmental issues and promoting 'lifestyle consumption'.Reasons to Purchase*Gain insight into the methods used by important industry players to give them a competitive edge*Identify specific areas for operational improvements*Capitalize on the knowledge of experienced companies when entering a new niche or market

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Sutter Home Winery Case Study: growing a successful future from
an unstable past
Published on March 2010
Report Summary
Introduction
This case study on Sutter Home Winery forms part of Datamonitor's case studies series, which explores business practices across a
variety of disciplines and business sectors. It focuses on how the wine brand has increased market share by focusing on
environmental issues and promoting 'lifestyle consumption'.
Reasons to Purchase
*Gain insight into the methods used by important industry players to give them a competitive edge
*Identify specific areas for operational improvements
*Capitalize on the knowledge of experienced companies when entering a new niche or market
Table of Content
DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
The Trinchero family has many wine interests and reasonable market power 2
The US wine market has grown substantially but is now under pressure 4
Sutter Home is attempting to reduce its 'environmental shadow' 4
The importance of reducing packaging in the wine market is significant 5
Sutter Home has successfully seen off the challenge of a similarly-named wine 7
Sutter Home seeks to link its brand to casual dining 8
Conclusions 8
APPENDIX 10
Case study series 10
Methodology 10
Secondary sources 10
Further reading 10
Ask the analyst 11
Datamonitor consulting 11
Disclaimer 11
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LIST OF TABLES
Table 1: Still wine market volume share (liters), by company, US, 2002-08 3
Table 2: Wine market value (US$ m) by category, US, 2005-2015 4
Table 3: Extent of agreement that alcoholic drinks are excessively packaged, US, 2009 5
Table 4: Extent of agreement that excessive packaging would prompt consumers to seek another alcoholic drinks brand, US, 2009 6
Table 5: Educational characteristics of wine drinkers vs. non-wine drinkers, US, 2009 6
LIST OF FIGURES
Figure 1: Sutter Home is part of a wide portfolio of wine brands 3
Figure 2: Naming difficulties are commonplace in consumer packaged goods even when the similarity is less pronounced 7
Figure 3: Sutter Home uses customer involvement to boost its sales 8
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