Event Type: Seminars and Classes

Description: Wine has moved beyond its agricultural roots to become a mass-market consumer commodity. With over 7,000 wineries now operating in America and over 50,000 domestic and import brands vying for attention, the business cannot be run like a country fruit stand. Strategies that create and sustain relevance for the customer and value for the investor are essential to success. Whether a business is being managed for legacy or sale, the objective must be the same –maximizing value. Value is often an intangible element measured by markets and significantly affects opportunities for succession, exit, finance or investment.

Brand equity trumps real estate in most acquisitions. Understanding how value is created in the affordable luxury wine industry and developing strategies for growth, exit or legacy will pave the road to prosperity. Since value is measured by the investor or buyer, business owners must target the drivers of value in their day-to-day operating plans. The curriculum is developed to support the development of best practice. It is equally well suited for managing an investor due diligence process.

Agenda:
A. Introduction – “Show Me the Money!”
B. Brand Building – The Abstract Asset
C. Information, Intelligence, and Accountability
D. Personnel, Relationships, and Influence – You May Be Worth More than the Real Estate and Brand
E. Financial Management for Non-Financial Management
F. Selling, Buying, and Borrowing
G. Best Practice Case Studies

Taught by Martin Jones and Michael Houlihan, who partner together to bring forty years of experience in the beverage alcohol industry driving marketing and value enhancement programs.

March 18 & 19, 2013 8 a.m. - 5 p.m.

Location: SSU Campus, Salazar 2016

• Event Organizer: Sonoma State University - Wine Business Institute
• Venue: Sonoma State University
• Location: Rohnert Park, CA
• Time: 8 am
• Website: www.sonoma.edu/sbe/wine-business-institute/professional-development/wine-business-institute-advanced-seminars.html
• Phone: 707-664-3347
• Email:
• Cost: $595
• Available languages: English