OIV Wine Marketing Program - 1st week: Market Overview and Brand Establishment | UC Davis Extension

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OIV Wine Marketing Program - 1st week: Market Overview and Brand Establishment

Learn about market overview and brand establishment during the first week of the Wine Marketing Short Course. Topics include:

  • Industry Overview
  • The American Market for Wine
  • Regulation and Production
  • Grape Supply and Economics of Production
  • Brand Establishment


Christian Miller, MBA, has worked in market research, brand and category management for more than two decades. He is the proprietor of Full Glass Research, which provides economic and market analysis and research for food and beverage producers and marketers. His recent projects have included trade surveys, label tests, analyses of direct customers, new product marketing plans and a study of the interaction of wine and beer consumers. Clients range from small wineries and cheese producers to large multi-brand or packaging companies. Miller also co-directs UC Davis Extension's annual OIV Wine Marketing Program.


Mon., Tue., Wed., Thu., Fri., 8:30am to 5:30pm, Jul 16 to Jul 20


Buehler Alumni and Visitors Center 530 Alumni Lane, Davis CA 95616


$1,550.00 Includes course materials.

Enrollment Policies

Refunds, less a $50 processing fee, will be granted if requested at least two weeks prior to the course. Click here or visit https://extension.ucdavis.edu/student-services/withdrawals-refunds-and-transfers to view complete enrollment policy information including details on withdrawals and transfers.

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