12/27/2024 9:20:40 AM	WINE 102 Course Outline as of Fall 2025	Changed Course
CATALOG INFORMATION
Discipline and Nbr:  WINE 102	Title:  WINE MARKETING
Full Title:  Wine Marketing
Last Reviewed:11/25/2024

Units		Course Hours per Week			Nbr of Weeks	Course Hours Total
Maximum	1.50	Lecture Scheduled	1.50		17.5 max.	Lecture Scheduled	26.25
Minimum	1.50	Lab Scheduled	0		6 min.	Lab Scheduled	0
		Contact DHR	0			Contact DHR	0
		Contact Total	1.50			Contact Total	26.25
		Non-contact DHR	0			Non-contact DHR Total	0

Total Out of Class Hours:  52.50

Total Student Learning Hours: 78.75

Title 5 Category:  AA Degree Applicable
Grading:  Grade or P/NP
Repeatability:  00 - Two Repeats if Grade was D, F, NC, or NP
Also Listed As: 
Formerly:  AG 177

Catalog Description:

In this course, students will be presented with a practical approach for marketing wine. This includes completing a market analysis, planning and developing a marketing plan, and identifying strategies for successful product placement and sales.

Prerequisites/Corequisites:

Recommended Preparation:
Course Completion of WINE 1 (or VIT 1) AND WINE 3

Limits on Enrollment:

Schedule of Classes Information
Description:

In this course, students will be presented with a practical approach for marketing wine. This includes completing a market analysis, planning and developing a marketing plan, and identifying strategies for successful product placement and sales.

(Grade or P/NP)
Prerequisites:
Recommended:Course Completion of WINE 1 (or VIT 1) AND WINE 3
Limits on Enrollment:
Transfer Credit:
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP

ARTICULATION, MAJOR, and CERTIFICATION INFORMATION

Associate Degree:		Effective:		Inactive:
Area:
CSU GE:	Transfer Area			Effective:	Inactive:
IGETC:	Transfer Area			Effective:	Inactive:
CSU Transfer:		Effective:		Inactive:
UC Transfer:		Effective:		Inactive:
C-ID:

Certificate/Major Applicable: Both Certificate and Major Applicable

COURSE CONTENT

Student Learning Outcomes:
At the conclusion of this course, the student should be able to:

1. Prepare a market analysis

2. Develop a wine marketing plan

3. Provide strategies for successful product placement and sales

 

Objectives:

At the conclusion of this course, the student should be able to:

1. Explain the functions and importance of marketing.

2. Conduct market research and develop a marketing plan for a specific wine.

3. Give examples of and describe a variety of wine marketing strategies.

4. Discuss the importance of branding to a product's success in the market.

5. Develop packaging, collateral, and promotional materials for a specific wine.

6. Write an effective media release.

7. Create an effective special events plan for marketing a product or business.

8. Develop a marketing budget.

Topics and Scope

I. Introduction to Wine Marketing

    A. Wine marketing basics

         1. Planning and executing a set of objectives to bring buyers and sellers together so that a sale can take place

         2. Economic viability and profitability

    B. Importance of marketing planning

         1. Determine if a profitable market exists

         2. Identity of target market

         3. How to reach the target market

    C. The 5 Ps of marketing

         1. Product

         2. Place

         3. Price

         4. Promotion

         5. Positioning

    D. Developing a wine marketing plan

         1. Situational analysis

         2. Goals and objectives

         3. Strategies and tactics

         4. Budgets

         5. Action plan

         6. Evaluation

         7. Outline of a marketing plan

II. Wine Marketing Strategy

    A. Unique Selling Proposition (USP)

         1. Points of differentiation

         2. Weaving a story to build the brand

         3. Pricing the product

    B. Image

         1. Principle of image

         2. Current trends

III. Wine Market Research

    A. Identify customers

         1. Trade demographics

         2. Consumer demographics

    B. Know the market areas - locally, nationally, internationally

         1. Wholesale distributors/brokers

         2. International marketing

         3. Retailers/restaurants

         4. Consumer direct

IV. Building the Brand

    A. Defining a brand

    B. Timeframe

     C. Importance of branding

    D. Components of brand building

V. Packaging/Collateral/Promotional Materials

    A. Label and case design and printing

         1. Legal requirements

         2. Design aspects

    B. Media and sales kits

         1. Conveying the message

         2. Kit contents

    C. Point of sale

         1. Sell sheets

         2. Neck hangers, shelf talkers, table tents

    D. Media releases

         1. Content

         2. Format

    E. Brochures

         1. Consumer

         2. Trade

    F. Photography

         1. Choosing a photographer

         2. Getting the best shots

    G. Building relationships with artists and writers

    H. Creating materials consistent with the image

    I. Website production and maintenance

         1. Design and creation of the web

         2. Keeping the site up to date

         3. Selling on the web, pros and cons

VI. Three Tier System for Wine Marketing

    A. Distributors

         1. Finding wholesale distribution channels

         2. When to appoint a distributor

         3. Working with distributors

    B. Brokers

         1. Inside California

         2. Outside California

    C. Retailers

         1. Major chain retailers

         2. Independent retailers

         3. Grocery retailers

VII. Consumer Direct Marketing of Wine

    A. Through the winery

         1. Using the tasting room to market product

         2. Tours and consumer events

    B. Through Clubs

          1. Wine clubs

          2. Special buyer clubs

    C. Through direct mail

          1. Newsletters

          2. Special interest mailers

VIII. Bureau of Alcohol, Tobacco and Firearms (BATF) and Alcoholic Beverage Commission (ABC) Compliance

    A. Requirements when selling wine to distributors/retailers

    B. Requirements for consumer direct wine sales

         1. Varying state requirements

         2. Reciprocal vs solicitable

IX. Special Events

    A. Events at the winery

         1. Define the audience - trade, media, or consumer

         2. Planning and execution of events

         3. Using the event to promote the product and brand

    B. Multi-winery events

    C. Events away from the winery

         1. Selecting key markets

         2. Participating in national wine related events

    D. Event promotion

X. Marketing Budget

    A. Creating a budget

    B. Budget outlines and detailed budgets

Assignments:

1. Reading (10-25) pages per week

2. Marketing plan outline (6-15 pages)

3. Marketing examples notebook: Compile examples of packaging, collateral and promotional materials with brief summaries for at least two wines

4. Marketing examples paper (2-3 pages) and oral presentation analyzing effectiveness and appeal of marketing examples from one wine

5. Press release (1 page)

6. Special events plan and budget (3-7 pages) for marketing a wine

7. Quizzes (2-4) and Exam(s) (1-2)

Methods of Evaluation/Basis of Grade.

Writing: Assessment tools that demonstrate writing skill and/or require students to select, organize and explain ideas in writing.		Writing 30 - 40%
Press release, marketing examples paper, marketing examples notebook
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.		Problem Solving 10 - 20%
Special events plan and budget
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.		Skill Demonstrations 5 - 20%
Marketing plan outline
Exams: All forms of formal testing, other than skill performance exams.		Exams 20 - 30%
Quizzes and Exam(s)
Other: Includes any assessment tools that do not logically fit into the above categories.		Other Category 20 - 30%
Marketing examples presentation; class participation

Representative Textbooks and Materials:

Wine Marketing & Sales. 2nd ed. Wagner, Paul and Olsen, Janeen and Thach, Liz. Board and Bench Publishing. 2016. (classic).

Print PDF