Spring 2010

Marketing Wine as a Luxury Product

This course will take a hands-on approach to helping the students understand the process of developing Luxury Branding in the Wine Business -- including Image, Strategy, and Plan Implementation. The students will learn about the creative process and how to develop the "Hallmark Principle" for artisanal wineries (from 600 cases to 65,000 cases) and luxury brands within a larger corporate umbrella (200,000 cases up). Principles for achieving the "Luxury Goods" market position will be discussed. The focus of this class will be the real-time work of creating a unique market position with a luxury goods brand.

Prerequisite(s):Elective course- applies toward Tasting Room Management Certificate

BUS800; 4 hours CEU; $150

Instructor: Jean Arnold

Jean Arnold Sessions is the President at Hanzell Vineyards. She has held executive positions at these prominent wineries: CEO of Jackson Family Farms (encompassing Cardinale, Lokoya, Atalon, Harford Court, Carmel Road, Matanzas Creek, Stonestreet, Cambria and VeritE); President of Williams Selyem winery; Executive Vice President of Sales and Marketing at Chalk Hill Estate; Executive Vice President of Jordan Vineyards & Winery and J Vineyards & Winery; and Director of Sales and Marketing for Chateau Montelena. In 1998 she founded her consulting firm, Jean Arnold Group, to offer luxury brand positioning and effective sales management to wine industry clients.

  • 1 mtg: F, Mar 19, 8:30am-12:30pm
  • Schulz 1121
  • BUS800; 4 hours CEU; $150
  • class# 3887