In this three-part case, 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? How should the company allocate its marketing budget? A teaching note is available for verified faculty; a multimedia case supplement featuring interviews with the principals is also available. A condensed version of the A and B cases is available as an alternative to separate A and B cases.