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