A tailored course, built for your situation
Wine Brand Strategy & Market Positioning for Modern Leaders
Build globally resonant wine brands with systems that scale
$199 one-time
24-hour access provisioning
30-day money-back guarantee
Hand-built implementation playbook
12 modules. 12 chapters per module. 144 chapters total.
12 modules, each with 12 chapters (144 chapters total), text-based, plus downloadable templates and a hand-built implementation playbook delivered alongside course access.
Expertise alone doesn’t sell wine, positioning does.
The situation this course is for
Even the most knowledgeable wine professionals struggle to translate technical mastery into market success. Without a clear, differentiated brand strategy, exceptional wine gets lost in noise. The gap between deep oenological insight and compelling market presence is where most premium brands fail to scale.
Who this is for
A Master of Wine and brand builder operating at the global level, balancing technical excellence with market relevance. You're not just making wine, you're building brands that connect across cultures and channels.
Who this is not for
This is not for winemakers focused only on production, or those not ready to invest in strategic brand development.
What you walk away with
- Develop a clear, ownable brand positioning that differentiates in crowded markets
- Translate MW-level knowledge into customer-facing narratives
- Build a scalable brand architecture for global reach
- Align internal teams around a unified brand strategy
- Create implementation-ready marketing and distribution plans
The 12 modules (with all 144 chapters)
Module 1. Defining Your Brand's Core Identity
Establish the foundational elements of your brand: mission, vision, values, and personality. Clarify what your wine stands for beyond taste and region.
12 chapters in this module
- Why brand identity matters in wine
- Defining mission and purpose
- Crafting a compelling vision
- Identifying core values
- Mapping brand personality
- Aligning identity with MW standards
- Avoiding generic positioning
- Case study: Clos Salanca
- Exercises: Define your identity
- Template: Brand identity canvas
- Common pitfalls to avoid
- Next steps: Validate with stakeholders
Module 2. Understanding Global Wine Consumers
Analyze evolving consumer behaviors across key markets. Learn how cultural context, purchasing habits, and values shape demand.
12 chapters in this module
- Global trends in wine consumption
- Demographics vs psychographics
- Premiumization drivers
- Sustainability as a purchase factor
- Digital influence on discovery
- Regional preference mapping
- Generational shifts
- Case study: US market entry
- Customer empathy mapping
- Template: Consumer insight tracker
- Avoiding assumptions
- Next steps: Primary research design
Module 3. Competitive Landscape Analysis
Map competitors across tiers and regions. Identify whitespace opportunities and strategic threats using structured frameworks.
12 chapters in this module
- Tiered competitor mapping
- Identifying direct substitutes
- Benchmarking brand strength
- Price positioning analysis
- Distribution channel overlap
- Messaging gap analysis
- Blue ocean strategy application
- Case study: Spain vs Napa
- Template: Competitive matrix
- SWOT for wine brands
- Avoiding false comparisons
- Next steps: Market gap report
Module 4. Crafting a Unique Value Proposition
Develop a clear, ownable UVP that resonates emotionally and rationally. Move beyond terroir and vintage.
12 chapters in this module
- Beyond taste: Emotional drivers
- Functional vs symbolic benefits
- UVP formula for wine
- Testing message clarity
- Differentiating from MW peers
- Case study: Brand repositioning
- Template: UVP builder
- Avoiding clichés
- Language that sells wine
- Tone of voice guidelines
- Multilingual adaptation
- Next steps: UVP validation
Module 5. Brand Architecture for Wineries
Structure your portfolio for clarity and scalability. Decide when to extend, when to launch new brands.
12 chapters in this module
- House of brands vs branded house
- Portfolio rationalization
- Entry-level to luxury tiers
- Sub-branding strategies
- Naming conventions
- Label design principles
- Case study: Portfolio expansion
- Template: Architecture map
- Avoiding brand dilution
- Distribution alignment
- Export readiness
- Next steps: Architecture audit
Module 6. Strategic Storytelling for Wine
Turn technical mastery into compelling narratives. Connect MW expertise to customer values.
12 chapters in this module
- From vineyard to narrative
- Identifying core story themes
- Hero journey framework
- Authenticity in storytelling
- Case study: Judge interview series
- Template: Story arc builder
- Avoiding marketing fluff
- Multichannel adaptation
- Video script essentials
- Social media storytelling
- Press release structure
- Next steps: Draft your story
Module 7. Pricing Strategy for Premium Wine
Set prices that reflect value, not just cost. Align pricing with brand positioning and distribution.
12 chapters in this module
- Cost-plus vs value-based pricing
- Psychological pricing tactics
- Tiered pricing models
- Wholesale vs DTC margins
- Case study: Price increase rollout
- Template: Pricing calculator
- Avoiding underpricing
- Currency fluctuation planning
- Discounting strategy
- Perceived value levers
- Positioning vs competitors
- Next steps: Pricing audit
Module 8. Distribution Channel Strategy
Choose and optimize channels based on brand goals. Balance control, reach, and margin.
12 chapters in this module
- Direct-to-consumer models
- Importers and agents
- On-premise vs off-premise
- E-commerce platforms
- Case study: US market entry
- Template: Channel scorecard
- Margin comparison tool
- Contract negotiation tips
- Avoiding channel conflict
- Geographic rollout planning
- Performance tracking
- Next steps: Channel mix design
Module 9. Marketing Plan Development
Build an integrated marketing plan aligned with brand strategy. Focus on high-impact, measurable tactics.
12 chapters in this module
- Annual marketing calendar
- Budget allocation models
- Digital marketing essentials
- Influencer collaboration
- Trade show strategy
- Case study: Launch campaign
- Template: Marketing plan
- Content calendar setup
- Email marketing flow
- Social media scheduling
- Performance KPIs
- Next steps: 90-day plan
Module 10. Sales Enablement for Wine Brands
Equip sales teams and partners with tools to communicate value clearly and close effectively.
12 chapters in this module
- Sales training framework
- Wine tasting scripts
- Objection handling guide
- Case study: Distributor onboarding
- Template: Sales playbook
- Value proposition cards
- Avoiding jargon
- Language localization
- Incentive structures
- Performance tracking
- Feedback loops
- Next steps: Playbook draft
Module 11. Brand Experience Design
Create memorable, consistent experiences across touchpoints. From bottle to website to tasting room.
12 chapters in this module
- Customer journey mapping
- Touchpoint audit
- Tasting room design
- Website UX principles
- Packaging experience
- Case study: Visitor feedback
- Template: Experience map
- Sensory branding
- Service standards
- Digital experience
- Consistency checks
- Next steps: Journey redesign
Module 12. Scaling and Exit Planning
Plan for growth and potential exit. Build transferable value into your brand and operations.
12 chapters in this module
- Valuation drivers for wineries
- Succession planning
- Investor readiness
- Case study: Acquisition
- Template: Growth roadmap
- KPIs for scalability
- Team development
- Documentation standards
- Avoiding founder dependency
- Liquidity options
- Legacy considerations
- Next steps: Roadmap draft
How this maps to your situation
- You're building a wine brand with global ambitions
- You need to translate technical expertise into market success
- You're differentiating in a crowded, tradition-bound category
- You're balancing multiple roles: MW, owner, strategist
Before vs. after
Before
Overwhelmed by competing priorities, struggling to articulate a clear brand story, watching excellent wine underperform in market.
After
Confidently leading a brand with clear positioning, consistent messaging, and a strategic roadmap for growth.
What's included with your purchase
- 12 modules with 12 chapters each (144 chapters)
- Downloadable templates and worked examples for every module
- Hand-built implementation playbook delivered alongside course access
- 30-day money-back guarantee
Delivery and format
- Course and learning environment access provisioned within 24 hours of purchase
- Hand-built implementation playbook delivered alongside course access
Format: Text-based modules and chapters in the Art of Service learning environment, plus downloadable templates and worked examples for every chapter, plus the hand-built implementation playbook delivered alongside course access.
Time investment: Approximately 3 hours per module, designed for flexible learning around professional commitments.
If nothing changes
Without a structured brand strategy, even exceptional wine risks being overlooked, undervalued, or lost in a sea of sameness, limiting reach, revenue, and legacy.
How this compares to the alternatives
Unlike generic marketing courses, this program is built specifically for Master of Wine professionals and winery owners who need to bridge deep technical knowledge with strategic brand development.
Frequently asked
Is this course relevant for small wineries?
Yes, the frameworks scale from boutique producers to larger portfolios.
How is the course structured?
12 modules, each containing 12 chapters (144 chapters total).
Can I apply this internationally?
Yes, the strategies are designed for global markets with local adaptation guidance.
$199 one-time. Approximately 3 hours per module, designed for flexible learning around professional commitments..
Within 24 hours your account in the learning environment is provisioned and the tailored implementation playbook is delivered alongside it.
30-day money-back guarantee·
144 chapters·
Hand-built playbook included·
Account access within 24 hours