Wine Business Master Classes

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Overview

These master classes offer an overview of the financial and accounting concepts, data analytics, digital marketing and other relevent wine business topics that will enable you to make better business decisions and advance your career. Taught by wine industry professionals, each course is tailored to explore core business concepts presented from a wine industry perspective to provide knowledge that can be immediately applied to your business or organization. 

Who should enroll in these master classes:

  • Wine industry professionals with limited experience in the wine business topics presented.
  • Finance and accounting professionals who want to deepen their knowledge of best practices in finance and accounting for the wine industry or to earn CPE credits towards maintaining CPA licensure.
  • Wine industry managers and executives looking to deepen their knowledge of specific aspects of the business.

*These wine business master classes are open to the public and may be taken individually.  

 

Upcoming & Past Master Classes

 

Master Classes

Description

Learning Objectives

Wine Import & Distribution

4 week course:

  •     5/26/21- 6/23/21

Live Webinars:

  •     Wednesdays, 6-7pm PST

Instructor: Peter Drewes

Cost-$795

Pre-Registration Form

Contact Jennifer Watson for questions

This course will introduce the concepts of becoming an importer / distributor of alcohol
with focus on the necessary steps from concept to inception of the wine industry. This
covers the business applications and operating policies to operate within the US. Using
real world examples and costing models, the students will explore and prepare a
business plan demonstrating a particular aspect of the wine importing / distribution
activity.

Upon completion of the course, student should be able to:

  1. Prepare a business analysis of the potential directions / Return on investment for the Wine import/distributor models
  2. The various federal, state, local rules and governance required.
  3. Strategic and tactical choices necessary to set the direction of the business and their potential outcomes.      

Strategic Wine Club Management

4 week course:

  •     7/22/21- 8/19/21

Live Webinars:

  •     Thursdays, 6-7pm PST

Instructor: Jennifer Watson

Cost-$795

Pre-Registration Form

Contact Jennifer Watson for questions

With the proliferation of wine clubs it is becoming harder to attract and retain members. This four-week course delves into the strategies and tactics of wine club management. From member acquisition through multiple channels, value-adds that connect and retain members, wine club design and execution, to utilizing metrics and measures to grow your club and increase your profit. This course is designed for wine club professionals who want to increase their effectiveness. It is also designed for winery owners and managers looking to create or redesign their club program. It will also benefit winery employees moving into wine club management and coordinator positions.

Upon completion of the course, student should be able to:

1. Keep Score-Measure KPI's and create a wine club scorecard/dashboard.

2. Determine the best wine club structure for your wine business.

3. Manage your data to optimize reporting, segmented phone campaigns and e-mail campaigns.

4. Successfully onboard and engage with your club members 

5. Plan for successful wine club events

 

Cost Analysis for Wine Business

4 week course:

  •     10/07/21- 11/04/21

Live Webinars:

  •     Thursdays, 5:30-6:30pm PST

Instructor: Jared Thatcher

Cost-$795

Pre-Registration Form

Contact Jennifer Watson for questions

Designed for winery owners, accountant, bookkeepers, entrepreneurs, and others seeking a complete understanding of the cost of producing wine, this course will demystify the most complex aspects of winery accounting. By helping students develop an accurate understanding of the true costs of their product this course will enable students to build sustainable and profitable pricing strategies for various wine business models.

Upon completion of the course, student should be able to:

  1. Understand the basic differences between cost accounting methods and calculate cost of goods sold
  2. Build sustainable and profitable pricing strategies

DTC Data Analytics & Wine Industry Insights 

April 1, 2021
10 a.m. - 12 p.m. PST
Online

Instructor: 
Peter Drewes

 

How far can Excel take us and how can it be used for DTC data analytics?

Understand the components of analytics and the value that it can offer through the use of excel:

  • Framing the analytics questions
  • The use of data
  • Terminology
  • Understand the key decision points, interrelatedness, and costs to produce information from data and the value they bring to the organization
  • Implement strategies for building customer engagement, retention, and loyalty for existing DTC channels based on mathematical relationships.
  • Evaluate and optimize the efficiencies of the DTC operation through mathematical objective goals.​

The Relevance of Search Marketing Strategy for Wine Business  
 

January 14, 2021
10 a.m. - 12 p.m.
Online

Instructor:
Pierre Costa

 

 

This master class offers a unique opportunity to explore the fundamentals of digital marketing and the impact of search on e-Commerce. Upon completion, you will understand:

  • How to interpret the intention behind the search query and how to monetize it.
  • Why people search.
  • What metrics should you track and how to optimize them. 
  • The relevance of search to Social Media. 
  • Whether SEO enough as my digital marketing strategy. 
  • How much to spend to have a reasonable ROI. 
  • How to optimize your website to increase conversions.

By the end of this master class, the participants should be able to:

  • Comprehend the role of search in the customer journey
  • Understand how SEO and Paid search mutually complement each other
  • Have an overview of Google Business Account
  • Create meaningful KPIs and how to optimize them.
  • Optimize landing pages to increase customer experience and conversions
  • Develop a competitive digital marketing strategy focusing on search
  • Analyze a Google Analytics report and identify actions to improve performance

3-Tier Data Analytics & Wine Industry Insights 

April 1, 2021
10 a.m. - 12 p.m. PST
Online

Instructor: 
Peter Drewes

 

 

How far can Excel take us and how can it be used for 3-tier data analytics?

Understand the components of analytics and the value that it can offer through the use of excel:

  • Framing the analytics questions
  • The use of data
  • Terminology
  • Understand the key decision points, interrelatedness, and costs to produce information from data and the value they bring to the organization
  • Implement strategies for building customer engagement, retention, and loyalty for existing 3-Tier channels based on mathematical relationships.
  • Evaluate and optimize the efficiencies of the 3-Tier operation through mathematical objective goals.​

Understanding the Numbers: An Introduction to Wine Business Finance 

February 6, 2021
10 a.m. - 12 p.m. PST
Online

Instructor: 
Geni Whitehouse, 
CPA.CITP, CSPM​

 

 

Accounting is complicated enough.  When you add to that the unique challenges of managing a winery -- from selling across multiple channels to farming to production, the idea of generating a profit can be overwhelming. Attend this session to gain new insights into the language of business and how it applies to your winery.

Prerequisite: Managing by the Numbers by Chuck Kremer (It is highly recommended that students familiarize themselves with this text in advance of the master class, especially for those with less experience in the finance & accounting fields.)

Topics covered include:

  • Basic Accounting Concepts
  • How These Concepts Apply to Wineries
  • Key Financial Drivers for Wineries and How to Impact Them
  • How to Connect Actions to Outcomes for Individual Team Members

 

 

Questions about these master classes? Contact us!

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      Registration is done in partnership with the School of Extended and International Education