VMW 170 Wine Branding & Marketing

Lecture Hours: 4
Credits: 4

Explores the branding and marketing of wine in Oregon. Introduces concepts and topics useful to winery and vineyard owners/managers, with a focus on direct-to-consumer (DTC) marketing personnel, such as tasting room and wine club managers.

Student Learning Outcomes:

Describe the history and current state of wine industry distribution and sales in Oregon.
Explore all aspects of the legal and regulatory environment for marketing and selling wine.
Outline key aspects of wine brand management
Define the essential elements of a direct-to-consumer (DTC) marketing strategy.

Content Outline

This course has a mandated outcome assessment.

Survey of the Wine Industry in Oregon and Worldwide
- Growth, consumption, production
- History of the wine industry in Oregon
- Oregon wine regions and appellations
State of the Wine Industry in Oregon
- Market trends
- Regions and Varietals
- Market niches, categories, price points
- Where wine is purchased and consumed
Getting Wine to Market: The Wine Distribution System
- The three-tier system
- Direct-To-Consumer (DTC) channels
- Laws and Regulations
Brand Development
- Identify your niche using market research tools
- Brand Design: Voice, Elements & Alignment
- Value to DTC channel sales
Key Elements of a Wine Marketing Plan
- The 4 P’s of (DTC) sales
- Digital Marketing
- Public Relations
Brand Extension in Wine Marketing
- Importance of building relationships
- Making effective presentations
- Personal selling skills