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Case Study Analysis: V&V

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have nothing to do with wine. A general beverage company, this firm has done well but while it establishes branding in the general beverage industry, it finds that wine competitors  rely more on taste and specific qualities as opposed to marketing technique. This is perhaps a lesson that V&V needs to learn. Yet, some wonder why V&V would want to  go into an industry that is quite competitive and it has no specific expertise. After all, as a food and beverage company it does not have the market share in  wine specifically. Further, V&V is a large company and had trouble getting approval in the United States because it prompted speculation about competition due to its enormous size. First,  what is the attractiveness of the wine industry? Why does V&V want to be successful in the area? According to the case study, the wine industry is ancient. Of course,  that is good because one knows it has staying power. Obviously, the consumption of wine is not a trend and so it will be favored for years to come. The  case study also notes that new things are being learned about this industry as years go by. Indeed, in recent years, there has been many health benefits spouted regarding wine.  Studies do show that drinking alcohol is healthier than not drinking at all, at least when done in moderation. This has been a boost to wine that is also endowed  with additional healthful properties. Wine is also chic and there is a great deal of the market aimed at a variety of segments. There is everything from the cheapest  wine at a few dollars per bottle that most wine enthusiasts would not touch to affordable ten dollar bottles to those costing hundreds of dollars. The industry is attractive because