SRJC WINE 101: WINE SALES DISTRIBUTION

January 13– March 3 : Tuesdays 6-9:20pm

Live Zoom class: https://santarosa-edu.zoom.us/j/82553757308

Meeting ID: 825 5375 7308

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+16699006833,,82553757308# US (San Jose)

INSTRUCTOR: Christopher Sawyer

Please email through the SRJC Canvas page. Alternative email: csawyer@santarosa.edu

Cell phone/text messages: 707-338-0524

CATALOG: 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.

TEXT REQUIRED*: Wine Marketing and Sales – Success Strategies for a Saturated Market, 3rd edition. Paul Wagner, Janeen Olsen, Liz Thatch IBSN 9781935879985 (in bookstore, also available at Amazon).

*Note-the 2^nd edition will suffice if you already have that (but check what your other classes might require)

LEARNING OBJECTIVES: The primary objective of this course is to enable you to develop and present a professional wine sales plan. To do this you should be able to describe how sales fits into marketing and explain the six sales channels for wine. Understand the relative importance of sales channels by winery size. Demonstrate the proper selling techniques for the different sales channels for wines. Describe the legal restrictions and considerations in selling wine through the different sales channels.

Describe the use of brokers and distributors with wine sales and distribution.
Analyze the costs of distribution of wine products including margins, mark-ups, freight, and taxes.
Describe wine sales management and import/export of wines.

GRADING:

A	=	90-100%
B	=	80-89%
C	=	70-79%
D	=	60-69%
F	=	59% & below

QUIZZES AND ASSIGNMENTS: There will be 3 quizzes, covering previous reading and class materials. Each class has participation points (attendance and interaction) +weekly DISCUSSION posts. There will be group Final Presentation, shared during the last class session.

CHAPTER READING: Chapters are assigned and should be read before due date.

EXTRA CREDIT: Stay tuned!

	POINT BREAKDOWN
Participation x 8	4 pts/day	32 pts
Discussion Posts x 7	5 pts/each	35 pts
Quizzes x3	2 x 10 pts, 1 x 20 pts	40 pts
Final Presentation	See page description	50
	Total	157

Discussion posts are due by midnight on the due date. Late posts will be accepted up to 7 days past the due date and can earn 50% credit.

Week	Date	Topic	Reading	Homework	HW Due date
1	Jan 13	Introduction to Professional Wine Sales Wine Consumers and Demographics	N/A	Discussion Post	Jan 19
2	Jan 20	Prohibition & Intro to 3-Tier System Target Audiences Building Wine Brands and Products to Sell	Ch 1-2	Discussion Post Quiz #1	Jan 26
3	Jan 27	Wine Branding, Categories Advertising & Promotion *Final Project Introduction (due March 3rd)	Ch 3-4	Discussion Post	Feb 2
4	Feb 3	Wine Budgets & Pricing Sales Tactics PR	Ch 6-7	Discussion Post Quiz #2	Feb 9
5	Feb 10	3-Tier System Wine Sales & Distribution Management What Consumers Want	Ch 8-9	Discussion Post	Feb 16
6	Feb 17	Selling Wines to Retailers & Restaurants Managing Distribution Channels	Ch 10	Discussion Post	Feb 23
7	Feb 24	DTC & Tasting Rooms Import Market	Ch 11-12	Discussion Post Quiz #3	March 2
8	Mar 3	Final Presentations & Review of Wine Sales

Please let me know if you have any questions-Happy Tasting!