News Fetch

← Return to OtherVoices Articles

Barefoot Wine Industry Experts to Guest Lecture at Sonoma State

Submitted By: Lewis Perdue, February 07, 2012
Press Release

"How do I get my distributor to want to work on my brand?" and "What is my winery
worth?" are the two most common questions in the wine industry today. Michael
Houlihan, the founder of Barefoot Wines and Martin Jones, leading drinks company
CEO, team up to answer these two critical questions.

Together they provide the benefit of their real world experience in two 4-hour seminars at Sonoma State University:

February 24, 2012, "Winning Distribution Strategies"

Successful brand building hinges on diligent management of distribution channels and
appealing to customers at all levels. Houlihan and Jones bring extensive street smarts
and proven techniques to attract trade partners and cement their loyalty. This course
is designed for owners, national sales managers and national marketing managers.
Register online.

March 23, 2012, "'Exit Strategy, Brand Building, and Value"

Brand equity trumps real estate in most acquisitions. Understanding how value is
created in the affordable luxury wine industry is the first step in developing a growth
platform or exit strategy. Since value is measured by the investor or buyer, business
owners must target the drivers of value in their day-to-day operating plans. Even if
wineries are not for sale, they can benefit from Houlihan and Jones' real world

This course is designed for owners, investors, M&A agents and institutional

Michael Houlihan and Martin Jones bring over fifty years of experience from all areas
of the beverage alcohol industry. They have built and guided major brands and
companies from startup to leadership to exit. Working directly with owners, they
identify and help correct weaknesses, guiding organizations through uncharted
territory and positioning them for competitive advantage.

Please Visit this link for more info about the course and the presenters:

To register now:

Enrollment for both courses is through Sonoma State University School of Extended
Education. The registration office can be reached at 707-664-2394.


3086 las Mesitas Drive, Santa Rosa, CA 95405 Phone: 707,843.3535