An established winery's first marketing director is charged with reviving the once-hot brand. Cofounded by an expert winemaker with ties to the famous Ch?teau Lafite-Rothschild, Clos Du Val had seen its glory days, with high ratings accompanied by robust sales. During the 1990s, however, sales had begun to lag, though it was unclear why. What should the new marketing director do first? A teaching note is available to verified faculty that covers both this condensed A and B case and the longer A and B cases as well as the follow-up C case (UVA-M-0749); a multimedia case supplement featuring interviews with the principals is also available.