Department
Barowsky School of Business
Document Type
Published Article
Source
Wine Business Journal
Publication Date
2025
Abstract
The Ecuadorian winery, Dos Hemisferios, had started as a hobby in 1999 but quickly grew into a business and passion for the Wright family. After receiving an international award in 2009 for its cabernet sauvignon-malbec blend called Paradoja, the winery realized its potential and decided to expand its vineyards and production of wines. As part of the strategy to increase sales, Robert Wright, the Dos Hemisferios President, and his father, Guillermo Wright, developed a rebranding proposal for the next board of directors meeting. This rebranding initiative hinged on the belief that people in the Ecuadorian wine market did not know much about wine. To address this issue, they decided to be more specific regarding what each of the Dos Hemisferios brands represented and to whom each would be sold.
Additionally, Quito represented the largest wine market in Ecuador. However, the market posed several challenges, including a lack of awareness about Ecuadorian wines at bars, restaurants, cafés, and hotels, and an unwillingness to try Ecuadorian wines. Robert understood that overcoming this negative mental paradigm and creating awareness about Ecuadorian wines would be critical for Dos Hemisferios moving forward. Robert wondered if the rebranding proposal they had prepared would be effective.
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