BUSINESS OF WINE – BUILDING A WINE BRAND
BUSINESS OF WINE - BUILDING A WINE BRAND FROM THE STORE SHELF TO THE VINEYARD- ONLINE COURSE
Building your brand from the Store Shelf to the Vineyard - with Christopher Pappe
BUSINESS OF WINE – BUILDING A WINE BRAND FROM THE STORE SHELF TO THE VINEYARD
This course is designed to teach you the process of building a successful wine brand. You will work backward from the store shelf to the vineyard, thus taking a “Supply versus Demand” approach. The course is perfect for anyone looking to bring Ultra-Premium wines to the United States retail and restaurant and Direct-to-Consumer (DTC) marketplace. You will learn how to blend the artisan’s (winemaker’s) vision and bring to market a final product that aligns with the consumer’s demands and preferences.
Contrary to the status quo method of, “build it, and they will come,” the goal of this course seeks to inform students of the mechanics of the current U.S. wine marketplace (wholesalers, retailers, and importers) and how to move within its confines. We will challenge the class to create a new brand by focusing on its unique value proposition while projecting a scalable model that is financially sustainable and quality-driven from production to end use.
Each participant has direct access to Instructor Christopher Pappe who has a career spanning 30 years marketing brands such as Gaja, Giacosa, Poli, Verget, St. Cosme, Rauzan Segla, Terralsole, Dutton Goldfield, Lokoya, Cardinal, Cornerstone Cellars, Thomas-Hsi and Chatterbox Wine Marketing. Christopher also has recently held the position of Senior Advisor to Bacchus Capital Management in New York, NY with responsibilities of COO of Madrigal Family Winery in Napa, CA, and President of Panther Creek in Dundee, OR.
Students can attend the weekly 2-hour webinar sessions from anywhere across the globe and will complete weekly research and homework assignments. The weekly classes are recorded for later viewing. This configuration also enables international student participation.
Business of Wine – Building a Succesful Wine Brand is delivered in 8 LIVE WEBINAR classes presented through lectures (live attendance is encouraged but not mandatory), and students will participate in a brand building project.
- Week 1: Introduction-wine business-building your brand from the store shelf to the vineyard
- Week 2: Wine’s way to market history has always influenced the consumer and vice versa
- Week 3: Current way to market 3 tier channels defined
- Week 4: Okay now let’s build a brand – brand development by objective
- Week 5: Current way to market, DTC channels defined- Direct to Consumer –The implications of the Granholm Decision (US Supreme Court – 2005)
- Week 6: Messaging, Authenticity and your Reason for Being
- Week 7: Brand Presentations by Students
- Week 8: Review and Emphasis on all the sales techniques covered during the curriculum. “Nothing in business moves unless something is sold.” Sales-The dreaded 5 letter word. Why is it the hardest thing to do in the wine business?
Cost for the program, including access to recorded webinars for 12 months, is $895.00
Duration: 8-weeks April 25 – June 6, 2017
ONLINE COURSE with weekly webinars on Wednesdays 4 pm to 6 pm (PST)
Students can attend the weekly 2-hour webinar sessions from anywhere across the globe and complete weekly research and homework assignments. The weekly classes are recorded for later viewing. This configuration also enables international student participation.
Cost: $895 per person including a one-year subscription to the recorded webinars
Wine Industry Faculty at Napa Valley Wine Academy
Christopher Pappe held the position of managing partner of Chatterbox Wine Marketing Services, in Napa California, where he successfully stewarded its turnaround and sale to RAI Inc. Christopher also has recently held the position of Senior Advisor to Bacchus Capital Management in New York, NY with responsibilities of COO of Madrigal Family Winery in Napa, CA, and President of Panther Creek in Dundee, OR.
Christopher brings over 30 years of executive level experience in premium wine sales and marketing. He started his career in the luxury hotel business, managing Ristorante Donatello in San Francisco and as Director of Restaurants at The Four Seasons Biltmore in Santa Barbara. After a year sabbatical in Italy honing his culinary skills and studying Italian at Johns Hopkins University in Bologna, Christopher embarked on a career in wine importing, and national supply side management with Winebow, Inc. NY, Stacole Fine Wines, Boca Raton, FL, Dutton-Goldfield Winery, Sebastopol, CA and Jackson Family’s Cardinale Estate in St. Helena, CA.