Ouse Winery: Charting a New Brand Positioning Strategy
商品編號：W45957
出版日期：2025/12/04
再版日期：
商品來源：
商品主題：Marketing
商品類型：Case (Pub Mat)
涵蓋議題：Fukushima wine;Ouse Winery;Koriyama winery;Japanese wine;disaster recovery;regional revitalization;brand positioning;online engagement;offline engagement;wine tourism;sparkling peach wine;fruit liqueurs;apple cider;wine festivals;local commu
難易度：4 - Undergraduate/MBA
內容長度：11 頁
地域：Japan
產業：Agriculture; Forestry; Fishing and Hunting
事件年度：2025
Fukushima Ouse Winery was established in October 2015 in the city of Koriyama, within the Fukushima prefecture (or province) of Japan, as part of regional recovery efforts following the 2011 Tohoku earthquake and tsunami. The winery produced a variety of beverages, including white, red, and rose wines, sparkling peach wine, apple cider, fruit liqueurs, and several juices, gaining recognition through multiple awards. Fukushima Ouse Winery was originally supported by the Mitsubishi Corporation Disaster Relief Foundation, but it successfully became a sustainable business closely connected to its local community through tours, tastings, and participation in local wine festivals. In early 2025, ownership of the winery was transferred to the city of Koriyama, ending the foundation’s direct involvement. The technology and finance company IS Holdings Co. took over operations of the winery with plans to stimulate production and enhance tourism, develop a distinctive brand position, and improve the visitor experience. Could IS Holdings strategically achieve sustainable growth for Fukushima Ouse Winery while preserving its heritage and deep ties to the local community?
教學手冊：Ouse Winery: Charting a New Brand Positioning Strategy - Teaching Note
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