Case Studies

Case Studies

Biltmore Estate Hospitality Products Brand Licensing Program

Valen leverages Biltmore’s heritage and equity of gracious hospitality to launch a long-term food brand licensing program


Biltmore Estate is a historic home known for its gracious living and hospitality, attracting over 1 MM guests each year. They have a successful line of Biltmore wines sold in retail and wanted to expand into other food products.


We utilized our brand equity analysis and brand extension approach to identify the degrees of freedom and develop a winning position for the Biltmore brand on shelf at retail grocery and club stores. Conducted market research to uncover unmet needs in the category, shape concepts and size the market opportunity. We identified gourmet – chef inspired convenience foods as the platform to launch at retail.


We licensed a line of gourmet salad dressings and marinades to a key player in these categories. Also developed a line of gourmet meal kits and hors d’oeuvres which were well received. The signature desserts program featuring cheesecakes are a favorite at premium grocery refrigerated counter driving brand awareness for the historic estate. The brand licensing program continues to run since its inception in 2008.


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