Management Core Course #201 - Wine Industry Sales Education
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Management Core Course #201


Course Overview

This three-day comprehensive course is designed to raise the bar for wine industry leaders by sharpening communication and people management skills while building financial acumen. WISE #201 is a cost-effective way to take both WISE #202 and #203. The first two days (#202) focuses on people management, while the third day (#203) covers the basics of winery finance and accounting for non-accountants. Students leave this course with the skills required to manage the people and the numbers that drive a successful winery.

People management includes exercises, discussion, and role plays on the follow topics:

  • Communication for leaders
  • Hiring and interviewing techniques
  • Performance management skills
  • Team and meeting skills

Finance and accounting topics are applied in individual and group exercises culminating in a hands-on case study so that students learn to:

  • Speak the language of business
  • Build a business by the numbers
  • Appreciate the three bottom lines
  • Compute and review key ratios in a winery
  • Understand the drivers of a successful winery and connect them to actions

Instructors: Days 1 & 2 – David Johnson, Kathie Barclay | Day 3 – Demystifying Finance & Accounting – Geni Whitehouse, Lesley Berglund 
Cost: $990
Prerequisite: None

Course Content

Time: 24 hours

Curriculum is empty

Upcoming Schedule


David has a successful career working in the wine industry for over 20 years. He is currently the Hospitality Director at Quixote Winery with general management responsibilities for overseeing overall winery operations. He worked as the Hospitality Director at Larson Family Winery and with his success creation of marketing strategies, cost controls, and organizational development the winery experienced an immediate increase in its profits. As the Consumer Direct Manager he breathed new life into the consumer direct functions at The Hess Collection Winery, and before that he was the Visitor Center Manager at Domaine Carneros Winery for a number of years.


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Who Should Take This Course?

WISE #201 is a prerequisite for all Level II Management Certifications. This course is suitable for anyone who manages people in the wine industry including those managing teams focused on consumer direct sales, experienced managers in need of a quick refresher; and new managers seeking to apply best practices.