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Funding Your Future in Wine: Apply for WBI's Inclusive Scholarships

Are you interested in an undergraduate or graduate Business degree with a Wine Business Concentration? 

You may be eligible to receive a Wine Business Institute (WBI) Inclusive Excellence Scholarship! These scholarships aim to foster diversity by supporting women and individuals from underrepresented racial and ethnic groups who are interested in the wine industry. 

Applications are open for the 2025-2026 academic year for both current and incoming Sonoma State students.

To apply, complete the WBI Scholarship Online Form by March 30, 2025. 

Awards will be announced April 8, 2025.

Apply here: sonoma.education/WBI-Scholarship 

Email stb@sonoma.edu with questions

Self-Paced | Five Week Course | Foundations for Wine Business Management

This five-week course "learn at your own pace" focuses on the key components of the wine industry and provides an understanding of the challenges and processes involved in running a successful wine business. Students will explore various aspects, including strategy, supply chain, production, distribution, sales, marketing, and financial management.

Mike will kick off the first meeting on January 23 and catch up with you on the follow dates, Jan. 30, Feb. 6, Feb 13 and Feb 20. Otherwise the entire course is self-paced.

At the end of the course, students will be able to:

  • Understand key components and perspectives of the wine business.
  • Explore wine business strategy and its impact on success.
  • Examine grape growing, costs, quality, and supply dynamics.
  • Learn about production, maturation, and packaging.
  • Understand distribution complexities and regulations.
  • Explore sales and marketing in diverse markets.


Dates: Jan.23- Feb. 20, 2025
Time: Thursdays 5-6 pm PST (Virtual)
Instructor: Mike Kush
Fee: $795

Registration deadline is Jan. 16 at 5 pm PST! Register here.

Student reviews 'Foundations of Wine Business Management':

"This course helped me very much. It was very important for me to take a class like this, to understand a broader scope of what's happening in the wine industry."

"I believe the assignments and lectures in particular have provided me with a solid foundation as I aspire to change careers from capital markets and finance to the wine industry. It was very nice to hear from a diverse group of industry professionals in the guest lectures as well as reading materials."

 "This course forced me to think more strategically about how the wine business operates. It's more than growing and juicing grapes."

Master Wine Compliance! 📜

Struggling with TTB and CA ABC licensing? Our interactive workshop is here to help! Dive into the complexities of compliance and turn them into your strength. Here’s what you’ll learn:

Demystify Regulations

Accurate Documentation

Licensing Navigation

Stay Compliant

Adapt to Changes

Friday, Dec. 6 from 8am to 4pm at the Wine Business Institute Sonoma State University


Learn more and register here 

TTB CA ABC Wine Licensing

Roll Up Your Sleeves and Level Up Your Wine Marketing Skills! 🍇💻

Previously taught in wine hubs like Paso Robles and New York’s Finger Lakes, this bootcamp offers hands-on training in the latest digital marketing strategies tailored for wine professionals on campus at the Wine Spectator Learning Center at Sonoma State, by the Wine Business Institute.

 Topics Covered:

  • Maximize online sales with Google Merchant Center
  • Boost SEO and website visibility
  • Drive successful Google Ads campaigns
  • Harness AI for customer targeting

Led by industry expert Ryan Milani, this course is designed to help you make an impact in a competitive market. Bring your laptop and Digital Marketing and eCommerce projects to class.

Course Fee: $850

Date: Two Fridays, Nov. 8 & 15

Time: 9 a.m. to 2 p.m.

Delivery: In person on Campus

Instructor: Ryan Milani

Learn more and register here

Digital Marketing Education eCommerce

Start a Lucrative Career in Wine Imports - Course Starts Nov 6

We are already preparing for the next (online) course starting Wednesday, November 6: Wine Import and Distribution.

This comprehensive course offers aspiring professionals and entrepreneurs the opportunity to build a solid foundation in wine importing and distribution, two critical pillars of the global wine supply chain. You will gain a deep understanding of the 3-tier system, government regulations, and market dynamics, positioning yourself to navigate this complex industry with confidence.

Through interactive online classroom discussions, practical homework assignments, and the creation of a personalized business plan, you’ll explore the full spectrum of the importing and distribution process—from staffing and licensing to investment strategies and exit planning. With a focus on real-world application, you will learn how to develop a viable business model, comply with federal and state regulations, and assess market viability, making this course ideal for those seeking to establish themselves or reposition within this lucrative sector.

By the end of this course, you will be equipped with the knowledge and tools to succeed in wine importing and distribution, whether you’re launching a new business, expanding an existing one, or transitioning into a key industry role.

Who Should Enroll?

  • Aspiring professionals entering wine import and distribution.
  • Entrepreneurs starting or expanding alcohol-related businesses.
  • Professionals wanting to deepen their import and distribution expertise.
  • Passionate individuals exploring the business of wine, beer, or spirits.

Please feel to reach out with any questions you may have. Click here to access the syllabus.

Instructor: Peter Drewes
Dates: Wed. Nov 6 - Dec 11 '24
(no class on 11/27)
Online classes: 6-7 pm PST
Fee: $795

wine import distribution education

Nowak named Interim Executive Director of SSU’s Wine Business Institute

Sonoma State University is pleased to announce the appointment of Dr. Linda Nowak as Interim Executive Director of the Wine Business Institute (WBI). Nowak, a distinguished educator and respected leader in the field of wine business, returns to the role she held from 2007 to 2010, when she was instrumental in furthering WBI’s reputation as a global leader in wine business education.

Nowak’s extensive background in marketing, business administration, and wine education uniquely positions her to lead WBI during a transitional period. She holds a Ph.D. in business administration from Saint Louis University, with a major in marketing and a minor in international business. She earned her MBA from Mercer University and her Bachelor of Science from California Polytechnic State University, San Luis Obispo.

Nowak is no stranger to Sonoma State University, having served as a professor of marketing from 1996 to 2010. Her tenure included notable achievements as Executive Director of WBI, where she played a critical role in advancing the institute’s educational offerings, cementing its reputation as the first in the U.S. dedicated to wine business research and education. She was a key figure in launching several of WBI’s pioneering programs, which continue to provide exceptional training for wine industry professionals.

In addition to her work at Sonoma State, Nowak’s academic career includes her time as dean and professor of marketing at California State University, Stanislaus, where she continued to teach advanced marketing courses. Her published research spans a wide range of topics, from consumer behavior in the wine industry to corporate social responsibility and cause marketing.

"We are excited to welcome Dr. Nowak back to Sonoma State University," said Dean Elisabeth Wade of the College of Science, Technology and Business. "Her leadership and expertise will be invaluable as we continue to expand WBI’s programs and further its mission to provide cutting-edge education and research for the wine industry."

Gary Heck, president and owner of Korbel Champagne Cellars, saw the vision for WBI and was crucial to its founding in 1996. Now, 28 years later, he continues to serve as WBI board chairman. "We are honored to welcome Dr. Linda Nowak back to the Wine Business Institute during this pivotal time,” he said. “Her remarkable experience and visionary leadership will guide us as we strengthen our commitment to excellence in wine business education and cultivate the next generation of industry leaders.”.

“I’m excited to return to the WBI and Sonoma State University. I look forward to working with the faculty, staff and Board in continuing to advance WBI’s role as a leader in wine business education and research supporting the growth of future industry professionals," Nowak said.

Nowak’s return to the Wine Business Institute marks an exciting new chapter for the institute as it looks to build on its legacy of innovation and industry leadership.

Elevate Your Wine E-Commerce Skills: Digital Marketing Bootcamp Intensive

What if you could transform your digital marketing strategy to capture more customers and drive wine sales growth?

The bootcamp will provide an intensive, hands-on experience focusing on practical applications of the digital marketing strategies covered in the topics below, tailored specifically for the wine industry. 

Learn more and register here.

digital marketing education

Whether you’re seeking a career change or looking to advance in the wine industry, our online programs are designed to help you succeed in this dynamic field. These courses offer in-depth insights into key aspects of the wine business, including marketing, sales, finance, and production, equipping you with the knowledge and skills needed to thrive.

ROHNERT PARK, CA. - Sonoma State University's (SSU) Wine Business Institute (WBI) announces its Fall 2024 offerings of wine business courses. Whether

Wine Business Courses Fall Line-Up at SSU

Fall is just around the corner and with it comes harvest and 4 compelling Wine Business courses! Our efficient online format makes taking these classes a breeze. Continue reading to discover more about our upcoming courses.

 

A Survey of the Key Drivers of a Wine Business
Intermediate Wine Business Management course | August 15 - October 10, '24

This 8-week course, taught by esteemed instructor David Bower, offers a comprehensive exploration of key aspects in the modern wine industry, emphasizing current practices and future opportunities. Students delve into vital areas such as regulations, production, distribution, sales, and marketing, gaining insights from operational wineries. The course culminates in a SWOT project, where students apply their knowledge to analyze a wine business/brand.

Learning Objectives:

  • Understand viticulture, enology, production, marketing, distribution, and sales.
  • Evaluate alternative approaches and associated costs.
  • Assess the contribution of component areas to the value of a wine product.
  • Expand knowledge of distribution and regulatory issues, including the international wine market.
  • Identify opportunities and threats to a wine business in the internal environment.
  • Evaluate and draft a plan for market entry using a SWOT analysis.
  • Plan for future wine markets and alternative channels of commerce.

Note: This 8-week course is the second core component of the Wine Business Management Certificate Program, but it's also available as a stand-alone course. Gain valuable insights into the key success factors essential for excelling in your wine business.

Register here.

Upcoming Wine Business Management Courses: 

  • A Survey of the Key Drivers of a Wine Business
    (WBM Intermediate course | Aug 15-Oct 10, '24 )
    Register here
  • Wine Sales Management

    (Oct 1-Nov 26, '24| Tuesdays Online)
    Register here

  • Cost Analysis and Pricing Strategies
    (Oct 23- Nov 20, '24 | Wednesdays Online)
    Register here

  • Wine Importing & Distribution
    (Nov 06 - Dec 11, '24 | Mondays Online)
    Register here

Request more information here.

Great Courses Coming Up in June and July: Financial Management, Wine Club Management & Compliance

Let's talk finance! We're excited to offer a course on Financial Management and Strategy for the wine industry that starts on June 26. It's part of the Wine Industry Finance and Accounting Certificate and can also be an elective for the Wine Business Management Certificate. Open to everyone interested, this course is a valuable opportunity. In July, we’re also offering Strategic Wine Club Management and a new Compliance workshop on campus. Read on to learn more!

What do you learn throughout the course?

Financial Management and Strategy

This eight-week course provides a concise overview and analysis of the factors critical to financial success for businesses in the wine industry. Students will learn about different corporate and financial structures and strategies; how to deal with business details, like compliance and insurance; and how to use financial planning and analysis to ensure a business’s financial survival and drive growth.

Course Goals:

By the end of the course, students will:

  • Gain an overview of the wine business, focusing on practical insights.
  • Develop hard skills in data analysis and financial planning for wine industry businesses.
  • Understand different financial and business structures in the wine industry.
  • Analyze market strategies for entering and exiting the wine market.
  • Learn to value wine businesses and comprehend mergers and acquisitions processes.
  • Improve comprehension of financial statements and accounting principles specific to the wine industry, while also understanding tax requirements and regulatory challenges.

Dates: June 26- Aug 21, 2024
Time: Wednesdays 6-7 pm PST (Virtual)
Instructor: Jared Dalton
Fee: $1250

Registration deadline is June 24 at 5 pm PST!

Register here.

Strategic Wine Club Management

Course description

With the proliferation of wine clubs it is becoming harder to attract and retain members. This four-week course delves into the strategies and tactics of wine club management. From member acquisition through multiple channels, value-adds that connect and retain members, wine club design... READ MORE.

 Jul 11 - Aug 8, '24

The course was great. I learned a lot of new helpful and useful things when it comes to wine club management and I am excited to implement them. The instructor was awesome, enthusiastic and made the class extremely enjoyable.”

 -Strategic Wine Club Management Student '23

Register here.

Workshop Compliance- July 26

Coupons! Contests! Social Media! Consignment Sales! Exclusive Outlets! Commercial Bribery! Wait...what? Please join us for a day of learning about the many facets of trade practice. Hint: it is more than ‘things of value’, although the course will spend time on that too. Students will learn about the elements of trade practice, some of their sub categories and ways to build processes to avoid common mistakes...read more.

education compliance wine club management financial management accounting certificate

About

Let Your Passion Become Your Profession.
 
The Wine Business Institute (WBI) is the global leader in wine business education and research. Part of the School of Business, the WBI offers world-class transformational education programs including the Bachelor of Arts in Business Administration with a concentration in Wine Business Strategies, and an MBA with a Wine Business concentration.
 

Contact

Contact List

Title Name Email Phone Extension
Executive Director Ray Johnson ray.johnson@sonoma.edu 707-664-3071
Operations Manager Emily Lusk Porter porter@sonoma.edu 7076643347
Program Coordinator Erin Ringstad erin.ringstad@sonoma.edu 7076643235

Location List

Locations Address State Country Zip Code
Wine Business Institute at Sonoma State University 1801 East Cotati Avenue, Rohnert Park CA United States of America 94928

List of Locations