Successful Practices in California Wine Exporting

Abstract

California is one of the world's largest wine producers, yet it has exported only a small portion of its products. Many US wineries want to pursue opportunities in foreign markets but only a few are actually doing this successfully. Therefore, this study attempts to identify the successful practices of 12 California wineries that have achieved their financial targets and other export goals. A qualitative research design of in-depth interviews was employed. Results indicate that there are 5 major success factors, with the two most important being the foreign partner relationship and top management vision and commitment to exporting.

Key Words:

• Exporting
• California
• wine
• partnership
• strategy
• vision
• commitment