402 ENTREPRENEURSHIP
Premium WinesLowPriceAbove-the-line marketingAgingqualityVineyard prestige and legacyWine
complexityWinerangeBudget WinesUse of enologicalterminology anddistinctions in winecommunicationHighzzzzzzz○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○Easy
drinkingEase ofselectionFun andadventure[yellow tail]SOURCE: W. C. Kim and R. Mauborgne,Blue Ocean Strategy(Cambridge, MA: Harvard Business School Press, 2005).FIGURE 10.2 The Strategy Canvas of [yellow tail]