Strategic Wine Marketing
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This level provides an introduction to wine marketing terminology and concepts, including the steps in brand creation, packaging decisions, integrated communication strategy, navigating the three tier distribution channels, and direct to consumer sales. Topics of tasting room management, wine tourism, importing, and exporting wine are also presented. The culminating project is the creation of a marketing and sales plan for the launch of a new wine business.
- LO1: Describe important wine consumer segments .
- LO2: Create a wine brand to appeal to a chosen target market.
- LO3: Understand the marketing implications of package design.
- LO4: Coordinate promotional elements of advertising, public relations, and special events.
- LO5: Understand the complexities of wine distribution at the distributor and retail levels.
- LO6: Create a distribution and sales strategy utilizing distributors and/or direct to consumer methods.
- LO7: Describe key aspects of tasting room management.
- LO8: Integrate wine marketing into a broader wine tourism context.
- LO9: Describe the steps to importing and exporting wine.
- LO10: Create a draft marketing and sales plan.
UC Davis Wine Executive Program: From Grape to Table
In its 18th year, the UC Davis Wine Executive Program is uniquely designed to teach the fundamentals of winemaking and management skills necessary to be profitable in today’s challenging and dynamic wine industry.
Sessions are tailored to help industry leaders grow their businesses by expanding on such topics as building one’s financial acumen and expanding a company’s current marketing and branding strategies. In addition, participants will be exposed to the latest state-of-the-art technologies and processes for making and selling wine as demonstrated in the world’s first LEED platinum winery at the UC Davis Department of Viticulture and Enology.
Participants will develop relationships with other key wine industry leaders that will continue long after the program ends. Nearly 1,000 wine industry executives have attended this unique and informative program over the past seventeen years.
Boot Camp Sessions
Financial Statements & Analysis – presented by Professor Michelle Yetman Introduction to accounting fundamentals and terminology, including balance sheets, income statements, cash flow statements and accrual accounting vs. cash flow.
Grape Growing & Winemaking 101 – presented by Professor Andrew Waterhouse Learn the fundamentals of growing grapes and making wine. The topics that will be covered are types of grapes for wine, how to grow wine grapes, wine microorganisms and fermentation processes, and how to make table wine.
Business, Economics & the Law
Innovation – presented by Professor Andrew Hargadon In this session, you’ll have the opportunity to think about the process of innovation, discussed in the form of a historic case study. Learn what makes some successful while others fail and about the risks associated with innovation.
Legal Aspects of the Wine Industry – presented by Richard Mendelson, Law Offices of Dickenson, Peatman & Fogarty Participants gain a deeper understanding of legal issues facing the domestic wine and vineyard industries today. A historical and philosophical context will be presented regarding US regulations on wine and spirits, and how the 21st Amendment and the US Supreme Court’s recent decision in Granholm v. Heald impacted that regulatory environment.
Financial Management of Wineries & Vineyards and Strategic Cost Management – presented by Professor Robert Yetman In these two sessions, you will learn about the financial principles involved in evaluating future investment projects. Concepts covered will include: risk and return relationships, cost of capital (hurdle rates and internal rates of return), net present value, the costs and benefits of debt financing, and acquisitions.
Leadership, Marketing & Distribution
Understanding Leadership in Context – presented by Professor Kimberly Elsbach This workshop introduces participants to two important facets of leading well: (1) adapting leadership approaches to the situation, and (2) avoiding common pitfalls of strong leadership. Participants will learn to identify five primary leadership approaches and how to determine which approach fits best with their leadership context. We then examine four traits we expect of “strong” leaders and will learn when these traits are important for leaders and why pursuing them at all costs may actually result in poor leadership.
What’s Your Story? Creating a Wine Brand That Stands Out – presented by Amy Hoopes, CEO, Wente Family Estates This segment will help participants understand how to develop a powerful brand story and how to communicate it consistently at all touch points with choice customers.
Primer on Strategic Management: Elements of your Marketing Plan – presented by Professor Ashwin Aravindakshan In this session, you will learn specific strategies related to marketing that you can implement to be successful in your business. We will also review macro trends in marketing and their implications for you and your business. We will cover the key pillars of success in this challenging market, including direct to consumer sales and digital media.
Navigating the Consolidating Distribution Landscape – presented by Jon Moramarco, Managing Partner Gomberg & Fredrikson This session introduces thinking on what it will take for wineries to be successful in the ever changing, and ever more severely regulated environment that we are competing in today.
Viticulture & Enology
- Wine Growing from the Ground Up – presented by Professor Andrew Walker This session provides an analysis of vineyard site evaluation and selection, including considerations such as soil, climate, water availability, slope and aspect. Emphasis will be on how these factors influence cost and other viticultural decisions.
Viticulture & Enology
Wine Growing from the Ground Up – presented by Professor Andrew Walker This session provides an analysis of vineyard site evaluation and selection, including considerations such as soil, climate, water availability, slope and aspect. Emphasis will be on how these factors influence cost and other viticultural decisions.
Making the Best Quality Wines Possible in a Challenging Economy – presented by Professor Anita Oberholster From harvest to cellaring and bottling, there are things a Winemaker can do to help keep the bottom line darker than a Petite Sirah. Anita will share some practical solutions for managing quality and costs.
Vineyard of the Future – presented by Matthew Fidelibus A modern vineyard operation requires several critical components to be successful: an accurate assessment of risk(s); knowledge and control of costs; frequent and frank communication with wine grape buyers; and an astute understanding of its place in the market.
Winery of the Future – presented by Professor David Block In the cellar, availability and cost of resources such as water and labor, worker safety, environmental regulation, and minimization and recycling of wastes are just a few of the issues with which the wine grape industry must contend. In addition, automation and data management are tools that have the potential to revolutionize and improve wine processing at all scales, but successful implementation is not necessarily straightforward. This seminar focuses on strategic approaches to these concerns and problems.
Who should attend
By attracting such a broad mix of national and international participants, the program offers stimulating discussions about wine industry best practices and valuable networking experiences that endure long after the program.
Specifically designed to teach the fundamentals of winemaking and management skills necessary to be profitable in the challenging wine trade, the innovative program is tailored for middle and senior managers from wineries and vineyards of all sizes, industry suppliers, distributors, financial institutions, service providers and affiliated businesses.
Investors, developers, entrepreneurs and those looking to enter the wine business also benefit greatly from the program.