​Case Study: The Journey to Become Chambourcin Wine Company of Virginia

On a particularly harsh day in early November, William and Wendy Vine met at their favorite New York City restaurant in the West Village. Ordering a bottle of their favorite wine, the couple toasted their six-year wedding anniversary. William shared stories of his day spent trading on Wall Street and Wendy updated him about the latest book she had acquired for Random House. They were living their dream, but after days like today when the sleet made the city gray and cold, they started discussing whether it was time to make their move.

William and Wendy had long dreamed about moving south to Virginia because of the climate and their roots. William and Wendy met while William while visiting her brother at the University of Virginia while she was studying at Mary Baldwin College. They married at a local vineyard the following Spring in 1999. Was the time right to make their move? And because they certainly weren’t young (or rich enough) to retire, they needed to consider what they wanted to do to keep busy and build up their savings so that they could retire comfortably at some point.

The couple had considered many options for their move south and the start of their second career. Bed and Breakfasts were certainly an option, but it didn’t appeal to their sense of adventure or their ideas for sustainability and contributing to the community. Farming held appeal, but as vegans, livestock was out and they wanted something that felt special. As their discussion continued they kept returning to a really wild idea – what about wine?

They ordered another bottle of their favorite wine and thought of the possibilities. William and Wendy decided that they might be ready to make the move, but first they needed to do more research. Since Wendy was the research maven of the pair, she volunteered to look at some of the issues that were specific to the wine industry. And since it would take some time to be ready to leave the city, Wendy agreed to have all the research complete by the end of the month so they could decide by the end of the year.

In early December, the couple met after work at the same restaurant and once again ordered their favorite bottle of wine. Wendy reached into her bag and pulled out two copies of a bound report on the feasibility of their dream. William was a little surprised that Wendy was giving a formal presentation but he knew how important this decision was for them both.

But being William, they both knew that he would turn to the summary SWOT analysis:

Strength

Weakness

  • Enthusiasm
  • Sustainability of the Crops
  • Capital
  • Financial Resources
  • Availability of VA Vineyards
  • Competition
  • Location
  • No Experience
  • Availability of Land
  • Limited Knowledge

Opportunities

Threat

  • Popularity of Wine
  • Regulations –New Prohibition
  • Organic Food Market Share
  • Climate Change
  • Community Support
  • Disease & Pests
  • Established Market
  • Drought

The couple was encouraged by Wendy’s report, but they still had one more factor to consider. Wendy and William were intrigued with setting up a B Corporation. They researched some of the possibilities through bcorporation.net but they decided that they needed to hire a consultant to make sure they were fully informed…

You have been hired as a B Corporation consultant. Wendy and William Vine are asking for your perspective about how a B Corporation, specifically their possible vineyard, can safeguard the environment and promote social responsibility in the vineyard’s value chain.

They have hired you to analyze the issues surrounding respect for the environment, social responsibility in value chains and the direct application to their proposed vineyard. You have agreed to research the issues and to present them with a summary of your findings and recommendations by midnight Friday, October 13.

The attached articles will provide you with some background:

Fearne, A., Soosay, C., Stringer, R., Umberger, W., Dent, B., Camilleri, C., & Henderson, D. (2009), Sustainable value chain analysis: A case study of south Australian wine. The Government of South Australia, Primary Industries and Resources SA, http://www.fcrn.org.uk/sites/default/files/Sustain…

Wilson, M. M. J., & Goddard, R. W. (2004). Creating value in the new zealand wine industry. International Journal of Wine Marketing, 16(2), 62-73. Retrieved from https://search-proquest-com.contentproxy.phoenix.edu/docview/235127701?accountid=35812

Specifics of the final exam:

Review the relevant course material and the attached scholarly peer-reviewed journal articles.

Create a 2 page (400 to 600 words) summary report, including any original charts or excel tables along with research supported with citations from at least 4 scholarly sources, including 2 scholarly peer-reviewed journal articles not included in the supplied course readings.

Your findings and recommendations should include:

  1. High-level summary of the issues studied during the semester relevant to this assignment.
  2. 3 to 5 key issues regarding social responsibility in the wine industry value chain.
  3. Analysis of the pros and cons of social responsibility in wine industry value chains, including any financial considerations
  4. Recommendations and next steps for the Vines regarding social responsibility in their value chain
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