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Jun 23, 2014By Dr. Angela Stopper, UC Davis Executive Education, Graduate School of Management
Earlier this month, UC Davis Executive Education at the Graduate School of Management brought together over 80 participants for our inaugural Wine Packaging Strategy: Decide, Design, Impress program. To bring an interactive element to the program, we asked participants to bring wine products that “spoke to them” through packaging. Over 40 products were entered in our contest, representing a huge cross-section of wines and packages. The winners were chosen the old fashioned way, with each program attendee (participants and speakers alike) getting a vote.
If you make packaging or branding and marketing decisions, this is a dialogue in which you need to have a voice! Expect to show up at the program with your sleeves rolled up, ready to make some serious decisions about your packaging.
Jordan Kivelstadt is the Founder and CEO of Free Flow Wines. He founded Free Flow Wines with Dan Donahoe in 2009, and has been leading the growth of the business since the beginning. He has made wine in four countries, founded his own bottle brand, Kivelstadt Cellars, manages his family’s organic 10-acre Sonoma County, California vineyard and continues to innovate in the industry he loves.
Author of the new best-selling book Unraveling the Mysteries of Marketing, Jeffrey Slater is the Global Director of Marketing for Nomacorc, the leading brand of still wine closures with 2.3 billion corks sold in 2013 and the recently launched sugar cane-based Select Bio. He was most recently the EVP of Marketing for the snack food division at ConAgra Foods.
Corey Beck is the Director of Winemaking and General Manager of Francis Ford Coppola Winery. From their hands-on techniques in the vineyards to their valuable winemaking goals and analytical feedback, Corey and his team are often regarded as leaders in the wine industry, known for their innovative and engaging approach to their network of 150+ grape growers.
What does the winery of the future look like? How do you market and brand your wine to differentiate it from the thousands of other competitors on the market? What cutting edge industry research is available to help you guide your wine business decisions? These are just a few of the questions discussed by participants of the 14th Annual UC Davis Wine Executive Program.
Over the course of the four-day program, we covered a lot of ground.
You know that wine packaging is a strategic decision. The people who buy your wine are investing in a promise created by the packaging, closure, label and distribution channel you chose. But recently, there is a lot of talk in the industry about bags and boxes and kegs, sustainability and carbon footprint, closures…and you may start to wonder what the consumer research really means and what industry insiders really think.
When a sommelier – or your spouse or friend – ceremoniously pulls the cork on a bottle of wine, the aromas of flowers or fruit should fill the air. But sometimes the unmistakable funky reek of mold wafts out instead, the hallmark of a “corked” wine.
Neeraj Singh is a former Associate Client Manager in the Alcohol and Beverage Division at Nielsen, a leading global information company which provides market research, insights & data about what people watch & what people buy. While there, he collected data from retailers and consumers for wine industry clients to provide insights to their marketers and sales teams.
UPDATE: Andrew Barkett is leaving his post as senior engineer at Facebook to bring his decade of experience in Silicon Valley to become the first-ever chief technology officer for the Republican National Committee.The June 4 announcement has stirred a whirlwind of media coverage, including the Huffington Post and Washington Post.Bark
Agilent Technologies’ Electronic Measurement Group is a $3.6 billion business that over the past decade has seen a dramatic shift in its customer base from U.S., and Western European customers to predominantly Asia-based customers. Today, the majority of the division’s revenues are generated outside of the U.S., with an increasing concentration in China.
(Davis, CA) — The UC Davis Graduate School of Management’s full-time MBA program has been ranked among the top six percent of AACSB International-accredited programs nationwide, according to U.S. News & World Report’s latest graduate business school rankings released today.