Kelseyville >> Sonoma state’s Wine Business Institute will offer two of its industry seminars at the Lake County Winegrape Commission office on April 15. This will be the first time the Wine Business Institute has partnered with a wine industry association north of Napa and Sonoma counties.
The morning session, “Selling Through the Tasting Room,” will be held from 8:30 a.m. to 12:30 p.m.; attendees will explore the psychological aspects of creating ambassadors for their winery and develop their ability to make the sale through a singular process. The afternoon session, “How to Build a Profitable Wine Club,” will be held from 1:30 p.m. to 5:30 p.m.; attendees will explore strategies and tactics of connecting members and potential members with wine clubs and methods for club-member retention.
Elizabeth Slater of In Short Direct Marketing, a recognized authority on marketing wines, wineries and wine regions to consumers will teach both seminars.
“We are thrilled to be able to host the Wine Business Institute seminars,” said Debra Sommerfield, president of the Lake County Winegrape Commission. “Sonoma state leadership has recognized the growth of the Lake County wine region, and we appreciate their commitment to support the maturation of our local industry by delivering high-caliber professional development resources like these seminars right here in our region.”
“I am excited about the opportunity for first-class learning that these sessions offer to our wine industry professionals. They are geared toward hospitality and tasting room staff as well as people who are exploring the wine industry as a career,” Lake County Winery Association Executive Director Terry Dereniuk said. “I am personally looking forward to taking both workshops to learn more about how to help the Lake County wine industry continue to grow.”
Christian Ahlmann, vice president and vineyard manager of Six Sigma Ranch in Lower Lake, earned his master’s degree through Sonoma State University and knows first-hand what these types of seminars can bring to a growing winery.
“At Six Sigma, we put a big value on education and personal growth,” Ahlmann said. “The fact that Sonoma state and Elizabeth Slater bring industry-leading classes to our own backyard is an awesome opportunity. We will be there.”
Both seminars are part of the Wine Business Institute’s Direct to Consumer Certificate (DTC) Program and may be taken in combination with other DTC core and elective seminars to earn the DTC certificate. The Wine Business Institute also offers a Wine Industry Finance and Accounting Certificate, as well as two online certificates, “Wine Business Management” and “QuickBooks for Wineries.”
Slater is internationally recognized within the wine industry as a seminar and workshop leader, speaker and trainer. Specializing in all facets of direct marketing, her seminars are presented with humor and enthusiasm. Through her company, In Short Direct Marketing, Slater works with wineries of all sizes as well as winery and state associations.
To register for these seminars or to inquire about other programs offered by the Wine Business Institute, contact Erin Ringstad at erin.ringstad@sonoma.edu or 664-3235. For more information, contact the Lake County Winegrape Commission at 279-2633 or the Lake County Winery Association at 357-5237.
The Lake County Winegrape Commission office is located at 3865 Main St. in Kelseyville.
