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Main case

Twisterden Pricing a go-to-market strategy – Compact Case

By Marco Bertini, Oded Koenigsberg


English wine has come a long way. In Britain, sweet and poorer quality wines dominated the palates of the 1970s, when domestic producers were almost nowhere to be seen. Today, the range of wine available to British households is global and local wineries have grown to take market share with increasingly sophisticated offerings.

Learning objectives

1. To help understand the problem of double marginalization in a firm’s go-to-market decisions and consider different means to address it.
2. To calculate the financial impact on Twisterden, a British winery.
3. To engage in a discussion of the type of mechanisms and retailer characteristics that may facilitate dealing with an intermediary.


Publication Date: November 2020
LBS Case Code: CCS-21-004
Pages: 2
Format: pdf