Course Description: This eight-week course provides a pertinent overview of key aspects of a successful wine operation in today’s marketplace, while considering future prospects and opportunities. Students will learn from the same materials and resources current operating wineries consider daily, including; regulations, production options, distribution, sales and marketing techniques and successful business perspectives.
Prerequisites: Successful completion of the “Introduction to Wine Business”. This course is designed for students who are currently involved in wine business or have prior wine business experiences.
Course Goals: The course will give the student a depth of understanding of the wine business that encompasses a spectrum of players and how they work with each other to create, measure and grow revenue. At the end of course, the student will be able to:
1. Understand the key players in overview, and discern components for operational nuances that help determine key drivers that impact the industry and how we operate in it.
2. Define the contrasting channels for sales and distribution relative to the goals of the wine business
3. Compare raw materials, operational expenses and legal entities particular to the wine industry
4. Have a working perspective of regulation, compliance, taxes, and associated roles and costs
5. Recognize and demonstrate COGS realities with real examples
6. Contrast operational costs from production to sales, including management and overhead
7. Consider consumer and wine business trends, including ROI to pursue/negate
8. Produce a S.W.O.T. analysis tool that’s vital to any aspect of the wine business