Winery Sales and Marketing

The Winery Sales and Marketing certificate will prepare the student to enter the wine industry workforce in Tasting Room and Retail Winery Operations and Sales. This could lead to a career in Winery Outside Sales as well as Sales Positions with Distributors. Upon successful completion of the Winery Sales and Marketing certificate, the student will demonstrate skills, knowledge, and training necessary for entry level employment or career advancement with understanding of basic Winery Tasting Room Operations and Sales techniques in upselling, cross selling and wine club enrollment. This will prepare students to work in Winery Tasting Rooms and Direct to Consumer Sales positions.

Program Learning Outcomes

Upon successful completion of this program, students will be able to:

1. Describe the importance the role the tasting room has in the success of a winery.
2. Compare and contrast the principal wine growing regions of California and Europe.
3. Create a consumer direct sales and marketing plan.
4. Develop a sales strategy for a winery.
5. Develop a marketing plan for a wine label.
6. Create a social media marketing campaign for a winery.

I estimate that 12-14 students will complete this program annually. 

CTE (Limited to programs in CTE codes other that ADTs) (C)

The goal of the Winery Sales and Marketing Certificate is to prepare students for the ever-growing Wine industry job market, specifically for Winery Retail/Hospitality Sales. This would include Winery Tasting Rooms and Direct to Consumer Sales. Focus will be placed on essential skills building in basic viticulture, basic wine knowledge, expectations of employers, customer service, Point of Sale system operation and sales techniques. Sales techniques including up selling, cross selling and wine club enrollment are stressed. These skills would prepare the student for entry level employment as a tasting room associate with potential for upward growth to various inside and outside Winery Sales positions within the industry. 

Program Objectives

1. Describe the flavor impact of major steps in the winemaking process.
   
2. Compare and contrast the principal winegrowing regions of California and Europe.
   
3. Demonstrate the nine principles of customer service.
   
4. Describe the importance the role the tasting room has in the success of a winery.
   
5. Create a consumer direct sales and marketing plan.
   
6. Demonstrate the ability to use digital media resources effectively in tasting room and winery operations.
   
7. Describe the major wine growing regions of Australia, New Zealand, South Africa, South America and North America.
   
8. Develop a Sales Strategy for a Winery
   
9. Develop a Marketing Plan for a Wine Label.
   
10. Develop a Social Media Marketing Strategy for a Winery. 
    

Core Requirements

Complete 20.5 units

BUS 94F Customer Service Strategies 1

COM ST 8 Small Group Communication 3

CUL ART 30A Wine Sales 1.5

CUL ART 30B Wine Marketing 1.5

CUL ART 31 Introduction to Viticulture, Winemaking, Wines of the World 3

CUL ART 32 Sensory Evaluation of Wine 2

CUL ART 85 Wine Regions of California 1.5

CUL ART 86A Introduction to Wines of the Old World - Europe 1.5 - 2

CUL ART 86B Introduction to World Wines - New World 1.5

CUL ART 87 Direct to Consumer Wine Sales 1.5

CUL ART 88 Wine Tasting Room Operations 1.5

CUL ART 93V Work Experience: Culinary Arts 1 - 4

Restricted Electives

Complete 3.0 units selected from:

BUS 21 Marketing 3

BUS 22 Professional Selling 3

MCOM 9 Social Media Campaigns 3

Minimum Units Required: 23.50 - 27.00