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Winter Registration Opens Dec 02
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FD 97 — The Business of Wine: Strategies, Challenges, and Trends

Quarter: Winter
Instructor(s): Liz Thach
Duration: 6 weeks
Location: Online
Date(s): Feb 11—Mar 18
Class Recording Available: Yes
Class Meeting Day: Tuesdays
 
Class Meeting Time: 5:30—7:20 pm (PT)
Tuition: $405
   
Refund Deadline: Feb 13
 
Unit(s): 1
   
Enrollment Limit: 40
  
Status: Registration opens Dec 2, 8:30 am (PT)
 
Quarter: Winter
Day: Tuesdays
Duration: 6 weeks
Time: 5:30—7:20 pm (PT)
Date(s): Feb 11—Mar 18
Unit(s): 1
Location: Online
 
Tuition: $405
 
Refund Deadline: Feb 13
 
Instructor(s): Liz Thach
 
Enrollment Limit: 40
 
Recording Available: Yes
 
Status: Registration opens Dec 2, 8:30 am (PT)
 
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 2027, the global wine market is expected to be worth $528 billion. The industry, however, is facing some challenges, including rising costs of production, climate change, and the regulatory environment.

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. In addition, we will 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 elements involved in bringing the delicious beverage to your glass.

This introductory course does not require advanced training or experience in the wine business. It is appropriate for anyone who is interested in learning more about the business of wine, as well as students studying for wine certifications and industry professionals. This course includes optional wine tastings. The cost will be approximately $160–$200. More details will be provided in class.

LIZ THACH
President, Wine Market Council

Liz Thach is a wine writer and educator with more than 20 years of experience in the global wine industry and has traveled to 77 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 WineBusiness 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.