March 6, 2025 - UC Davis Continuing and Professional Education invites you to enroll in this year's Wine Marketing Program, scheduled for July 21-25. This esteemed program brings together leading industry experts to discuss cutting-edge marketing strategies and insights for the evolving wine market.
Celebrating over 30 years of partnership with the M.Sc. degree program of the Organisation Internationale de La Vigne et du Vin, UC Davis CPE continues to empower wine professionals through intensive, expert-led training.
Crafting Wine Brands for Today’s Market
Amidst dynamic shifts in consumer preferences and market landscapes, this year’s program will feature how wine brands can connect with Millennials and Gen Z, alongside maintaining relationships with traditional demographics. In a recent article on Crafting Wine Brands that Connect with Next-Gen Consumers and Reconnect with Others, UC Davis CPE Wine Marketing experts share their insights for achieving wine marketing success, offering a glimpse at what to expect in the 2025 program.
“The traditional core consumer—Baby Boomers—is aging out, consuming less and no longer driving category growth,” said Ed Rice, managing director of Affinity Creative Group and a regular presenter in the annual Wine Marketing Program. “Millennials and Gen Z, who now make up the majority of legal-age drinkers, are approaching beverage alcohol with a vastly different mindset.”
Program Instructor Allison Crowe, VP of winemaking and partner at Plata Wine Partners, LLC, emphasizes the importance of addressing the “sober curious” and “better-for-you movements,” highlighting the program's exploration of wellness trends and sustainability in winemaking.
Along with understanding current trends and how to capitalize on market gaps, participants will learn strategies for standing out in a crowded market and reaching customers with personalized experiences in a digital first landscape.
Theresa Sanchez, principal instructor of the program and CEO of Di Vine Selection Wine Consulting, stresses the significance of ensuring your brand resonates with your target consumers’ varied personal aspirations. “Do your research, hear their voices and setup experiences that will help them feel comfortable and want to get to know your brand more,” she said.
Learning from Distinguished Experts
Participants will benefit from the knowledge of industry veterans like Christian Miller, proprietor of Full Glass Research and market research director of Wine Market Council; Efrain Barragan, head of marketing for Grgich Hills; Paul Wagner, a leading expert on wine marketing in the Napa Valley and Gary Fisch, founder and CEO of Gary’s Wine and Marketplace.
The program covers essential topics such as launching a brand, effective distribution, pricing strategies, practical aspects of labeling and legal issues, as well as extensive data on consumer and wine trade trends. Gain tangible takeaways you can apply directly to your own brands and get a unique opportunity to "pitch your passion" on the final day, receiving direct feedback from experts in branding, packaging, sales and more.
Networking and Professional Growth
Highlights from past participants include the invaluable networking opportunities available during the program.
“One of the most important things I gained was the strength of my cohort,” said Perry Reyes of Korbel Winery. “I walked away from this program with a network that rivals my MBA program.”
“Being able to connect with the speakers directly, was incredible,” said 2024 participant, Sonnay Alvarez. “They’re a wealth of knowledge. I was even able to schedule some meetings with them to connect one-on-one, which is an opportunity you wouldn’t get outside of this program.”
Innovative Marketing Tactics Discussed
Addressing the modern marketing landscape, the program will delve into digital-first strategies and personalized content, ensuring brands can effectively engage with a tech-savvy, mobile-first consumer base. From influencer partnerships to immersive content experiences, UC Davis CPE’s Wine Marketing Program prepares attendees to navigate and excel in a competitive market.
Enroll Today
Don’t miss this opportunity to redefine and enhance your approach to wine marketing. Take advantage of the program’s flexible enrollment options:
- Weeklong hybrid option (first two days online and last three days in person at UC Davis
- Weeklong fully online participation
- Enroll by the day (online only)
For more details or to enroll, visit our website.
About UC Davis Continuing and Professional Education
For more than 60 years, the UC Davis Division of Continuing and Professional Education has blended the distinctive academic expertise of UC Davis with practical training that immediately improves capability and job performance. This “Career Curriculum” supports working professionals as they refresh and expand job skills over the course of their careers. With nearly 56,000 annual enrollments in professional, academic and enrichment courses and millions of enrollments in Massive Open Online Courses, UC Davis Continuing and Professional Education serves lifelong learners in the growing Sacramento region, all 50 states and more than 100 countries.