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FD 97 W — The Business of Wine: Strategies, Challenges, and Trends

Quarter: Spring
Course Format: Flex Online (About Formats)
Duration: 6 weeks
Date(s): Apr 3—May 12
Refund Deadline: Apr 6
Unit: 1
Tuition: $420
Instructor(s): Liz Thach
Limit: 45
Class Recording Available: Yes
Status: Open
DOWNLOAD THE SYLLABUS » (subject to change)
Flex Online(About Formats)
Apr 3—May 12
6 weeks
Refund Date
Apr 6
1 Unit
Liz Thach
DOWNLOAD THE SYLLABUS » (subject to change)
Wine has been produced and enjoyed by different civilizations for thousands of years and is one of the most popular alcoholic beverages consumed in the world today. By 2025, the global wine market is expected to generate $500 billion in revenue. The industry faces obstacles such as rising production costs, climate change, and the regulatory environment, so it must adapt in order to maintain its market share.

In this course, you will immerse yourself in the world of the wine business. We will begin with an exploration of global wine statistics, strategies, and trends. Then we will dive into the timely topic of climate change, its impact on vineyards, and actions that wineries are taking to reduce their carbon footprint. We will differentiate between sustainable, organic, biodynamic, and natural wines, examining how they are playing out in the wine industry value chain, especially in viticulture and winemaking operations. Next, we will explore the various channels to market and sell wine, along with key consumer segments/trends and regulatory requirements. We will also examine current and future issues such as labor shortages, mechanization, new technologies, low- and no-alcohol wines, and virtual wine tourism. By the end of this course, you will have a greater understanding of the wine business and the many factors involved in bringing the delicious beverage to your glass.

This course includes optional wine tastings. The cost will be approximately $160–$200. More details will be provided in class.

Wine Writer, Educator, and Consultant; Distinguished Professor of Wine, Sonoma State

Liz Thach is a wine writer and educator with more than 20 years of experience in the global wine industry and has traveled to 65 countries. She was the first female Master of Wine (MW) in California. She is an author or co-author of nine wine textbooks, including Luxury Wine Marketing and Best Practices in Global Wine Tourism. She has also written more than 200 wine and sustainability articles for publications such as Wine Spectator, Forbes, and Wine Business Monthly. Thach received a PhD from Texas A&M.

Textbooks for this course:

There are no required textbooks; however, some fee-based online readings may be assigned.