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Case Title:

Master of Wine: Creating a Unique Brand

Publication Year : 2004

Authors: Kalyani Vemuri, T Phani Madhav

Industry: Beverages

Region:UK

Case Code: BBP0013

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
The 'master of wine' (MW) examination conducted by the London-based Institute of Masters of Wine is known to be one of the toughest to pass for wine researchers and aficionados. How tough it is can be gauged from the fact that there are only 245 MWs in the world since its inception in 1953.

Pedagogical Objectives:

  • To discuss the development of the MW into a unique brand and the efforts that have gone into upholding the standards set by the institute
  • To discuss the true value of the MW brand, given the fact that some of the most influential voices on wine are not MWs
  • To discuss the exclusivity that is associated with the brand and its limited recognition outside European countries.

Keywords : Master of wine, Institute of Masters of Wine, Blind tasting of wine, Jancis Robinson, Sheri Sauter, Brands & Branding Case Study, PhD of wine, Madame Bollinger Foundation, Wine and Spirit Education Trust, Wine buyers, Robert Mondavi

Contents:

  • Masters among men
  • An institute with a purpose
  • The program
  • Burning the midnight oil

  • The examination
  • The value of the mw brand
  • Sheri Sauter’s Preparation

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