Spring 2009

Selling Directly to Upscale Retail Stores

When you sell directly to a retail wine store, do you know what to expect?

  • Can you identify consumer trends and preferences?
  • What pricing strategies should you adopt to be competitive?
  • What are the various kinds of retail stores and how do they differ in their wine selling and buying?
  • What is happening in the global retail marketplace?
  • What responsibilities does a winery representative have when selling to a retailer?
  • Do point-of-sale materials and "shelf talkers" work? How can they be more effective?
    These and many other questions will be answered in this important class for anyone who is selling directly to retail stores. Our instructor has deep experience with local wineries and global products. He will share his knowledge and help you to be more successful in your retailer interactions.

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

    BUS800; 4 hours CEU; $150

    Instructor: Bill Traverso

    Bill Traverso Instructor Bill Traverso, of Traverso's Gourmet Foods and Wines, has been involved in wine retail sales for over 35 years. He is also an adjunct faculty member at SRJC, where he teaches a course entitled "Wines and Wine Marketing." In addition, he is a member of the college's Viticulture Advisory Committee, whose function is to oversee curriculum in the areas of viticulture and wine marketing and member of the Board of Visitors and Fellows, Viticulture and Enology Department, University of California at Davis. He also serves as a professional wine judge.

    • 1 mtg: M, Mar 16, 8:30am-12:30pm
    • Schulz 1121
    • BUS800; 4 hours CEU; $150
    • class# 4056