Success and Failure in Wine Country: Why Some Wine Companies Succeed While Others Fail in the Era of Super AI
This article asks which wine companies will be on the right side of that consolidation — and it answers by revisiting a question I studied nearly two decades ago in a very different setting: Bay Area restaurants.
How can wine brands connect with Gen Z at a time when traditional rules of discovery, loyalty, and brand authority are rapidly changing? In this conversation, Whiny Baby founder Jess Druey joins Stephanie Gallo to explore how a brand built around approachability, authenticity, and a clear understanding of younger consumers found traction as the wider wine market became more challenging.
Event Type: Webinar
Location: Online
Date: 9/29/2026 — 11:00 AM to 12:00 PM
The industry’s challenges are well documented. This series asks what is working. Across the wine industry, businesses are finding new ways to reach consumers, demonstrate value, manage change, adopt technology, and build resilience. The Wine Business Innovation Series brings those ideas forward so others can learn from them.
The first session, "From Intimidation to Invitation: Making Whiny Wines Relevant for the Next Generation of wine consumers", ask the question - How can wine brands connect with Gen Z at a time when traditional rules of discovery, loyalty, and brand authority are rapidly changing?
Join Whiny Baby founder Jess Druey and Stephanie Gallo to explore how a brand built around approachability, authenticity, and a clear understanding of younger consumers found traction as the wider wine market became more challenging.
You are invited to participate in a research study examining how tariff and trade policy changes shape business strategy in the U.S. wine industry. This study is being conducted by Dr. InHaeng Jung, Assistant Professor at Sonoma State University. The purpose of this study is to better understand how U.S. wineries respond to tariffs and trade policy changes, and what strategies they use to protect their operations and manage costs.
For more information and to take the survey, click here.
Great Wine Capitals Announces 2025-2026 International Research Grant Recipients
September 16, 2025 (Bordeaux, France) -- The Great Wine Capitals Global Network (GWC) is pleased to announce the recipients of the 2025/2026 International
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
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."
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
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
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