Principles of Wine Business

If you are launching a new English wine brand, or want to sell more wine, this is the course for you.

Delivered by Plumpton’s specialist Wine Business lecturers, Paul Harley and Tim Andrews, it will enable you to identify and understand your potential customers and develop the best brand, packaging and routes to market for your wine.

There will be a particularly strong focus on wine tourism and digital communications, which will enable you to maximise your sales margins.

This workshop is particularly suitable for medium-sized English and Welsh wine producers, both new and established.

Course Content:

Consumer behaviour:

• Behavioural psychology, the role of social identity, culture and knowledge on wine buying and consumption 

• On-trade, off-trade, market types

Routes to market:

• Distribution channels, potential export markets

Branding and packaging:

• Colour, closures, labels, logos

Wine tourists:

• Behaviour, cellar door requirements, service levels

• Web design and digital communications

• Social media, brand consistency, product extensions