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New Wine Business Seminars Address Retail Sales Strategies

Submitted By: Valery Vue, November 02, 2015
Rohnert Park, California – The Wine Business Institute (WBI) at Sonoma State University (SSU) today announced two new seminars, including “Sales and Product Strategies for a Changing Market”, and “Family Business Management”, both happening Friday, November 6, 2015. The retail sales seminar takes place from 8:30 a.m. – 12:30 p.m. in Salazar Hall, Room 2025, and addresses topics related to selling wine through retail outlets, including product and price positioning, traditional distribution and distributor relations, direct-to-consumer management, product line extensions, public and press relations, and account management. The family business seminar takes place from 1:30 p.m. - 5:30 p.m. in Salazar Hall, Room 2019, and addresses issues that arise as family businesses navigate organizational and personal life cycles, from start up to growth and transition.

“These seminars are tailored to feedback from our wine industry stakeholders. We heard loud and clear that these subjects represent enormous value to student’s continuing education, and to their personal and professional development. Whether it’s innovating or refining a business model to capture more sales, or including estate and succession planning as part of an overall business strategy, these are core concerns for many wine businesses. Expert instructors will help participants advance these issues, whether wine business professionals, executives, or owners and families,” Ray Johnson, Director of the Wine Business Institute said.

“Sales and Product Strategies for a Changing Market” is taught by Michael Yurch, a 33-year veteran of the industry who is considered one of the country’s leading wine professionals. He is former President and buyer for retailer Sherry-Lehmann, and provides expertise and commentary, including for the Public Broadcasting Service (PBS) program, “Burt Wolf’s Travels and Traditions", National Public Radio’s (NPR) "The Splendid Table", and the nationally syndicated "Joey Reynolds Show". His current venture, Bluest Sky Group, is a company dedicated to increasing retail presence of wineries in the U.S. market.

“Family Business Management” is taught by Jay Silverstein, JD LLM, who leads the Wealth Services group for both the Santa Rosa and San Francisco offices of Moss Adams LLP, one of the 15 largest accounting firms in the U.S. Mr. Silverstein focuses on ownership succession strategies and estate planning for closely held business owners and their families, and provides estate and tax planning for high net-worth individuals and their families. As a member of the Moss Adams Wine Industry group, he is a frequent writer and speaker on complex tax, business, and personal issues involved with succession and estate planning for winery owners and their families.

For more information, or to register for these or other wine business seminars, please contact (707) 664-3235, email winebiz@sonoma.edu, or visit www.sonoma.edu/sbe. Completion of these seminars counts toward the Direct-to-Consumer (DTC) Certificate or Wine Industry Finance and Accounting Certificate.

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