Producing quality wine does not happen by accident, nor does operating a successful winery. Our newest wine courses teach vintners and winery associates the business aspect of operating a winery through intent. Each of the four non-credit Winery Business Development courses has a winery focus; they stress the importance of continuous attention to operating detail and outreach to both existing and potential customers. We will break down the components of both a business and a marketing plan, discuss finances, and focus on the importance of digital marketing. Together, these items make for a well-thought-out business plan; intentional and flexible.
Each 21-hour, seven-week course is offered in a hybrid format with online learning segments and a required weekly face-to-face Zoom discussion. You will have the chance to study when it's convenient to you but have live face-to-face sessions allowing for meaningful dialogue, answers to questions, and establishing a business network.
Students should expect homework assignments dealing with developing these plans and classes conclude with a pass/fail rating.
Tuition Cost
Course Fee: The cost of each course is $750.
Discounts: A 10% discount will be extended to students who hold the non-credit Winemaking Certificate.
Course Offerings and Registration
Developing and Adapting a Business Plan for a Winery
In this course, students will gain an appreciation for the systematic and extensive planning that an entrepreneur must consider when planning the opening of a winery. Students will learn the value of having a business plan or blueprint for success that is insightful, detailed, and flexible.
Specific topics that will be covered in this seven-week course include the elements of a business plan, a winery marketing plan including digital marketing, winery administration, winery financials, budget analysis, and winery financing. Students can expect to work on a business plan throughout the course progression.
Dates: August 29–October 14, 2022
Zoom Session: Thursdays, 7:00–8:00 p.m.
Register for Developing and Adapting a Business Plan for a Winery
Marketing for Boutique and Small Wineries
Marketing is a complex component to any business; in this course, students will learn the benefits of developing an all-inclusive marketing plan. Students will learn how to conduct a market analysis, develop marketing and sales strategies, and implement a customer service program.
Dates: October 24–December 9, 2022
Zoom Session: Thursdays, 7:00–8:00 p.m.
Tasting Room Management
No detail is too small when showcasing your winery and what it has to offer. This course will emphasize customer service, consumer engagement, and creating sales opportunities. Technology plays an important role in communicating with customers, and uses of various platforms and best practices will be offered.
Dates: Dates TBA
Zoom Sessions: Thursdays, 7:00–8:00 p.m.
Promotion through Social Media
Details to be announced soon!
Meet the Instructor
Martin Cook has a long and broad experience in business startup and business turn-around. Creative marketing, financial know-how, and efficient management are trademarks of his business style. His wine expertise is a result of working with local wineries, local wine associations, and the PA Wine and Spirits shops. His industry enthusiasm is driven by helping the wine business experience continued growth.