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School of Business and Economics at Sonoma State University

A Survey of the key Drivers in a Wine Business

Oct 17—Dec 12, 2019
USD 1100

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Building on the concepts developed in the Introduction to Wine Business, this eight-week course expands project-based learning focused on the business of making and selling wine. The class surveys key drivers of a wine business and the necessary decisions required when a wine business goes to market, to provide a deeper understanding of the entire value chain.

The subjects of marketing, distributing and selling are expanded to include managing a primary brand as well as a portfolio of products, including options for negociant brands.

  • LO1:Understand business issues associated with viticulture, production, marketing, distribution and points of sale.
  • LO2: Evaluate alternative approaches associated with those issues.
  • LO3: Calculate costs across the component areas.
  • LO4: Evaluate the contribution of the component areas to the value of a wine product.
  • LO5: Expand the understanding of distribution and regulatory issues to include the international wine market.
  • LO6: Assess the internal environment, identifying the strengths and weaknesses in a wine business.
  • LO7: Assess the external environment, identifying the opportunities and threats to a wine business.
  • LO8: Evaluate a SWOT analysis and draft a plan for going to market with a new wine business product.
  • LO9: Plan for and consider future wine markets and alternative channels of wine commerce.
School of Business and Economics at Sonoma State University

Introduction to Wine Business

Next dates

Sep 12—Oct 10, 2019
USD 795


This four-week course provides an overview of wine business. Students will develop an appreciation of the realities of the wine business as a business and come to understand the steps required for getting from the vineyard and into the glass of the consumer.

  • LO1: Understand the components of a wine business and the viewpoints of the various stakeholders in the following areas:
    • Grape growing, including costs, values, quality considerations, supply and demand, risks and opportunities
    • Production, winemaking, maturation and packaging
    • Marketing
    • Distribution, a complex and highly regulated process
    • Domestic sales, selling wine in retail stores (off-premise), restaurants and bars (on premise), online and direct to consumer (through tasting rooms, events and wine clubs)
  • LO2: Understand how going to market with wine compares and contrasts with other consumer packaged goods.
  • LO3: Understand the key decision points, interrelatedness and costs that go into growing, producing, marketing, distributing and selling a wine product.
  • LO4: Outline how quality and value is determined at each step in the process of grape growing, production, marketing, distribution, domestic and export sales and final point of sale.
  • LO5: Understand the financial resources and time periods necessary to establish a wine product.