11/21/2024 8:18:41 AM	WINE 101 Course Outline as of Fall 2017	Changed Course
CATALOG INFORMATION
Discipline and Nbr:  WINE 101	Title:  WINE SALES
Full Title:  Wine Sales
Last Reviewed:12/12/2023

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 175

Catalog Description:

This class examines the business of wine sales and distribution, reviewing the role of brokers and distributors. Topics will include the costs of distribution including margins, mark-ups, freight and taxes. Regional market variation is covered including the differences between retail and restaurant sales. This course covers import and export of wines.

Prerequisites/Corequisites:

Recommended Preparation:
Course Completion of WINE 1 OR VIT 1; and WINE 3

Limits on Enrollment:

Schedule of Classes Information
Description:

This class examines the business of wine sales and distribution, reviewing the role of brokers and distributors. Topics will include the costs of distribution including margins, mark-ups, freight and taxes. Regional market variation is covered including the differences between retail and restaurant sales. This course covers import and export of wines.

(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.  Describe the use of brokers and distributors with wine sales and distribution.

2.  Analyze the costs of distribution of wine products including margins, mark-ups, freight, and

    taxes.

3.  Describe wine sales management and import/export of wines.

 

Objectives:

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

1. Describe wine distribution methods in differing wine markets.

2. Define the role of wine distribution and distribution trends and recognize and discuss the roles

    of wine brokers: managing distributor's sales versus direct selling to accounts.

3. Calculate projected pricing in markets; wine costs, freight, taxes, broker commissions,

    distributors and retail mark-ups, and sales tax.

4. Describe the cultural, regional end user and structural differences in the United States wine

    market.

5. Define the difference of the retail wine market versus restaurant sales and describe the "push"

    versus allocation method of wine marketing.

6. Describe successful methods of wine sales management, including classification of accounts,

    program preplanning, and management by objectives, sales incentives, and contests.

7. Describe the import and export of wines.

Topics and Scope

1. Introduction to wine distribution in the United States

    a. History and economic importance of the wine industry

    b. The development of wine sales and distribution methods and techniques

    c. Social, economic, and regional trends in wine distribution

    d. Regulatory effects on wine sales and distribution

2. Wine distributors and brokers

    a. The economic role of distributors and brokers

    b. Trends in the use of distributors and brokers

    c. Managing distributor sales versus direct account sales

3. Wine marketing pricing - costs and profits

    a. Product costs - including product and packaging

    b. Distribution and shipping costs - including freight, warehousing, taxes, broker commissions

         and distributor mark-ups.

    c. Retail/restaurant costs - including mark-up or margin and taxes applicable to account type

    d. Projected final price to consumer - based on all the cost components in the distribution

         system

4. Wine market differences in the United States

    a. Trend to quality wine and type (domestic versus import) varies by market

    b. Regional and geographic variation in wine consumption

    c. Social, economic, and cultural differences affecting wine sales

    d. Distributing to open states versus control states

5. Retail versus restaurant sales

    a. Methods for classifying, targeting, selling and merchandising retail accounts

    b. Methods of targeting, selling, and training and motivating restaurant accounts to sell wines

    c. Appropriate methods of merchandising wine - inventory "push" sales  approach versus the

         allocation method of marketing

6. Successful wine sales management tools and techniques

    a. Target account lists

    b. Goal setting by territory

    c. Sales motivational incentives

    d. Wine sales contests and wine trips

7. Import and export of wines

    a. Methodology

    b. Costs

    c. Practices

Assignments:

1. Reading industry handouts of 5 - 20 pages per week; written review

2. Problem sets, mark-up, retail pricing

3. Quizzes (2 - 3)

4. Sales presentations

4. Final exam

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 5 - 20%
Written reviews
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.		Problem Solving 10 - 15%
Homework problems sets
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.		Skill Demonstrations 30 - 45%
Sales presentations
Exams: All forms of formal testing, other than skill performance exams.		Exams 35 - 45%
Quizzes and final exam: multiple choice, true/false, completion
Other: Includes any assessment tools that do not logically fit into the above categories.		Other Category 0 - 0%
None

Representative Textbooks and Materials:

Wine Marketing and Sales: Success Strategies for a Saturated Market. 2nd ed. Wagner, Paul and Olsen, Janeen and Thach, Liz. Board and Bench Publishing. 2016

The Wine Bible. MacNeil, Karen. Workman Publishing. 2000 (classic)

Instructor prepared materials

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