Case Study

Chateau d’Agel: Third time lucky?

24 pages
December 2020
Reference: IMD-7-2057

The case is the fourth is a case series documenting the genesis, deal engineering, early implementation and then mounting operational challenges faced by Robin Budowski as he acquired and tried to turn around Château d’Agel, a vineyard located in the Minervois region of Languedoc, going from ideation to execution, stagnation and deep crisis. The key protagonist has to decide which plan he will present to the upcoming critical shareholders’ meeting. Chateau d’Agel was acquired in 2003, for €0.8 million. After years of below par performances, sales dropped drastically in 2017 while capital expenditures exploded, generating critical financial issues. The vineyard manager was replaced and Robin took full operational control to manage the turnaround, cutting costs and investments.

Learning Objective
  • Cash flows and working capital management
  • Developing a turnaround business plan
  • Strategic analysis
  • Leadership and HR management
  • Crisis management
  • Marketing and sales development
  • Aligning vision and incentives between entrepreneur and shareholders; managing wine properties
  • Growth management
  • Pivoting strategy
  • Managing affinity investor
Lifestyle, Venturing, Entrepreneurial Leadership, Change Management, Turnaround, Digital Marketing, Strategic Pivot, Business Model, Customer Engagement, Growth Strategy
SAS Château d'Agel, Consumer Goods, Wine and Spirits
Field Research
© 2020
Available Languages
Related material
Teaching note, Video
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