Ceja Vineyards is a family-owned winery founded in 1983 in Carneros, California. It is known for its high quality wines and the unique story of founder Amelia Moran Ceja, who grew up farming grapes in the region. While Ceja has achieved success with a boutique model focusing on direct sales and wine club memberships, it is now considering options to expand its customer base. The recommendation is to target wine enthusiasts through increased promotion in magazines, blogs, social media and wine education events, as this knowledgeable segment offers the best opportunity for growth while respecting Ceja's premium brand.

2. Content Overview
COMPANY OVERVIEW
SWOT ANALYSIS
RELEVANT FACTORS & ANALYSIS
RECOMMENDED ACTION
MARKETING PLAN

3. Ceja’s Story
◦ “Anyone can make wine here, but
not every wine tells a story. Not all
people who come here-lawyers,
doctors, high techies- know wine
growing as deeply as we do,
because we started growing wine
grapes as children.”
-Amelia Moran Ceja

4. Mission, Values, & Culture
◦ Family Owned (1983).
◦ High Quality Wine.
◦ Variety of grapes and wine.
◦ Diversity is the secret to our success.
◦ Our philosophy is to make wine a
part of everyday life.

5. Milestones in Ceja Vineyard’s History
• Felipe Morán
(Amelia’s father) first
comes to the U.S.
1947
•Morán family
relocates to Napa
Valley; Amelia was
twelve years old
1967 •Amelia, Pedro, and
Armando Ceja
purchase fifteen
acres in Carneros,
with Pablo Ceja and
his wife.
1983
•First grapes planted
in Carneros—15,000
vines.
1986

6. Milestones in Ceja Vineyard’s History
•First harvest
1988
•Amelia Morán Ceja
named president of
Ceja Vineyards.
1999 • Initial production
of Ceja branded
wines
2001
•Named “Winery of
the Year” by a
panel of ninety
wine writers
2002 •Amelia Morán Ceja
named Inc.
Magazine
“Entrepreneur of
the Year.”
2004
•Amelia Morán Ceja
named “Woman of
the Year” by the
California
Legislature.
2005

7. Selections of Wines
RedWhite
Merlot, Pinot Noir, Sauvignon, Vino de Casa Red BlendChardonnay, Sauvignon Blanc

8. Market Position
Rank
2007
Company Appellation Location Key Brand(s)
1 Willamette Valley VIneyards Willamette Valley Oregon 2006 Pinot Noir
2 Ceja Vineyards Carneros California 2004 Carneros Merlot
3 Tangent Winery Central Coast California 2006 Albariño
4 Clos du Val Napa Valley California 2004 Cabernet Sauvignon
5 Kutch Wines Russian River Valley California 2006 Pinot Noir

9. SWOT Analysis Strengths
-Unique History
-Premier Location
-Debt Free
-Estate Grown
-Well acknowledged
-Wine Club
-Vina del Sol
Weaknesses
-Small Scale
-Limited Distribution
Threats
-Competition
-Three tier distribution
-Premium Prices
-Big Five” Distributors
Opportunities
-Hispanic Consumers
-Tasting & Sampling
Events
-Wine Tasting Rooms
-Reward Program

10. 2001 2002 2003 2004 2005 2006 2007
Wine Club Members 0 150 300 1000 1200
Production 750 1500 3000 4500 6000 7775 8500
0 150 300
1000 1200
750
1500
3000
4500
6000
7775
8500
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Ceja Vineyards’ Wine Club Memberships and Cased
Wine Production, 2001–2006
Wine Club Members Production Linear (Production)

11. RELEVANT FACTORS & ANALYSIS
◦ Distribution
◦ Boutique
◦ Direct Sales
◦ Prices
◦ $25-$75 a bottle
◦ 5%-20% Member Discounts
◦ Promotion
◦ Trade Shows
◦ Wine Club
◦ Awards & Acknowledgments
◦ No advertisements – regulatory issues

12. Option 1 – Hispanic Consumer
◦ Product
◦ Same selection of wines
◦ Placement
◦ Mass Distribution
◦ Loss of 50%
◦ Promotion
◦ Marketing through Retailers
◦ Price
◦ Decrease in price

13. Option 2 –Enthusiasts
◦ Product
◦ Same selection of wines
◦ Placement
◦ Keep the same (boutique and direct sales)
◦ Promotion
◦ Wine Magazines
◦ Wine Classes
◦ Blogs/Social Media
◦ Price
◦ Keep the same ($20-$75 a bottle)

14. Option 3- Image Seekers
◦ Product
◦ Stay the same; emphasis on Merlot
◦ Placement
◦ Boutique
◦ Direct to Consumer
◦ Promotion
◦ Heavy online presence
◦ Social Media & Blogs
◦ Website
◦ Price
◦ Stay the same ($20-$75 a bottle)

15. Final Recommendation
◦ Enthusiasts
◦ Knowledgeable and passionate about wine experience
◦ Appreciate information and wine education
◦ Heaviest consumers of wine by volume of purchases
◦ Made up of 12% of U.S. Wine Consumers but make up 25% of all U.S. Wine Purchases
◦ Most reachable target segment

16. Thank you!