The Business of Wine: Becoming a Wine Entrepreneur

by Public User Archive

Are you a wine aficionado who is thinking about making a career change in the wine industry: take a half day off and attend this unique executive seminar.

In this seminar, we will discuss and learn about the most important business trends in the wine industry as well as how you can take advantage of them:
— Understanding the business of wine
— General trends of the wine business
— Economics of the Wine Industry (where is the money, what is the value chain)
— Characteristics and trends of wine consumption in the united states
— Wine marketing 101 plus advanced concepts (illustrated by concrete business cases)
— Online social media in the wine world (blogging, vlogging, Facebook, Linkedin, Twitter, Online Professional Wine Networks)
— Becoming a wine entrepreneur
— Starting a winery / virtual winery / urban winery
— Becoming a wine importer / distributor / Broker
— Opening / Acquiring a wine bar
— Opening / Acquiring a wine shop
— Other wine business opportunities (tourism, events, accessories, etc…)

This seminar utilizes business cases from Harvard Business School and materials from other graduate school specializing in the wine industry as well as a number of articles from trade publications. It is an interactive seminar with no prerequisite, but requiring reading to prepare for the seminar as well as some team work during the seminar.

Professor Laurent Guinand is the president of GiraMondo Wine Ventures – a wine business consulting firm – who has been teaching at different graduate institutions for the past few years. He was an adjunct professor of international business at the Fletcher School of Law and Diplomacy where he taught to graduate students of Harvard Business School, Harvard Kennedy School, MIT Sloan School and of course the Fletcher School. He is currently a lecturer in international wine business at the Bordeaux International Wine Institute, the Fuqua School of Business (Duke University) and the Burgundy School of Business.

Professor Guinand holds a Ph.D. in Economics from the University of Paris XIII. He is also a graduate of the Fletcher School of Law & Diplomacy at Tufts University and of the Ross School of Business from the University of Michigan at Ann Arbor. Laurent is a member of the Society of Wine Educators and the American Association of Wine Economists. Laurent writes professionally for Wine Business International and Wines & Vines and is a frequent speaker in international conferences and trade shows. He is the chair of the Wine Entrepreneur Conference.

This seminar is an aggregation of several seminars he teaches to graduate students in wine related programs.

Price: $245/person

Organizer’s Information:, 301.841.7609

For more information and for tickets, please visit:

Date: April 9, 2010

Time: 1pm-5pm

Location: Alliance Francaise, 2142 Wyoming Ave., NW, Washington, DC (Metro: Dupont Circle)

Attire: Business Casual

Ticket/Pricing Information:

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