WINE 7006EX - Wine Retailing

This course has two major objectives. Firstly, it addresses the placement of wine product into retail channels. It examines the structure of global distribution systems, multichannel retailing, creating channel partnerships and understanding logistics from the perspective of a wine producer. Secondly, this course addresses depletion – the process of helping consumers and customers to become attracted to a wine, the concept of consumption occasion and building consumer-driven supply chains. We look from the perspective of the present challenges in retailing and into the future of wine retailing. The course introduces students to the reality of selling wine into a highly competitive global beverage alcohol sector. Wine retailers are spoilt for choice, but there are a range of opportunities to focus on tightly targeted opportunities, to tell unique stories and to collaborate to succeed. It addresses a range of supply chains from the complex and sophisticated Chinese, Canadian and USA markets, the worlds 8 monopoly wine markets, South East Asia and European markets. Finally, it covers multichannel retail concern through a presentation of distribution channels and strategies and retail metrics to measure retail performance.