A Survey of the key Drivers in a Wine Business
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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.
Introduction to Wine Business
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
- 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.