Brl Case Study

Australia as a consumer and producer wine country, have been becoming an important market to produce, sell and exports in the last 30 years. Two of the biggest wine companies of Australia made a merger to create BRL Hardy brand, these to companies after the merger were Hardy and the cooperative Berri Renmano Limited (BRL).

Through history Hardy was known as a respected an one of the largest winemakers in Australia, with award-winning quality wines and a polite and traditional culture.

For the other side BRL, was created as a congregation of Italian grape growers, making the first cooperative winery. The target market of this brand was the fortified, bulk and value wines with a culture focus in being more aggressive and commercial.

The two companies’ history joined their paths, when both companies try to expand their market into the international market. In one side Hardy invested a lot in acquiring European wineries to expand their brands; they bought a French winery in south France (“The century old Domine de la Baume”, and a traditional and reputed Italian winery (“Brolio de Ricasoli”).

After this acquisitions combined with a recession-driven market in Australia, Hardy started to get losses in the business. In the other side BRL was looking ways to expand and upgrade its business. So they decided to do a merger with both companies in 1992, looking to improve their processes and to create a International Brand; with the access to fruit, funds and discipline management provided by BRL and the expertise in making wine, marketing and brands provided by Hardy.