OIV Wine Marketing Program - 2 Week Program | UC Davis Extension

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OIV Wine Marketing Program - 2 Week Program

Learn how industry experts successfully create a brand, market and sell wine in the United States. From market overview and brand establishment to distribution and sales, the OIV Wine Marketing Program is the only course that offers practical, real-world knowledge for negotiating the U.S. wine market.

As part of the M.Sc. in Wine Management of the Organisation Internationale de La Vigne et du Vin (OIV), UC Davis Extension and the UC Davis Department of Viticulture and Enology have been coordinating this intensive program on the fundamentals of producing and marketing grapes and wine in the United States for 25 years.

Learn from the American wine industry's top speakers as they share their knowledge and insights. Presenters include:

  • Winemakers
  • Attorneys
  • Accountants
  • Wine marketers
  • Distributors
  • Retailers
  • Leaders of trade associations
  • Educators from UC Davis

You may take the entire two-week program, or you may attend by the week or by the day. The course follows a logical development, so it is strongly recommended that you make every effort to attend the entire program. 

Download the OIV Wine Marketing agenda for a detailed itinerary.


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 27


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



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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“This program was nothing short of phenomenal. I was able to interact with students internationally who are also all wine professionals. I highly recommend it.”

Kim Hartleroad, Blue Cape Cellars, Buellton, Calif.

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