On Campus
6 x 6--hour intensive workshops per semester
1 x 99-hour independent study per semester

6 x 6--hour online lectures per semester
4 x 1-hour online tutorial per semester
1 x 95-hour independent study per semester
Case study, Reports
Topic description

A significant moment in marketing wine, beer and spirits is centred around the point of purchase. This is the destination where consumers are faced with a vast range of products and ultimately decide on which brand to choose. This topic 'Selling Wine and Spirits' aims to examine the major destination options, including Cellar Doors (wine/spirit producers), Fine Wine stores and 'Big Box' outlets ('Bricks & Mortar' retailers), as well as Online retailers (third party operators).

As part of this examination, students will look at the various paths to purchase employed by these different retailers, the strategies used to attract and retain sales plus emerging trends in wine and spirit consumer purchase behaviourist. Topics include select advertising strategies, target marketing, building customer relationships, the importance of brand stories, pricing, convenience, retail store layout.

Educational aims

This topic ‘Selling Wine and Spirits’ aims to examine the major wine and spirits/craft beer distribution options to market, including cellar doors (wine/spirit/craft beer producers) and brand websites, fine wine stores and ‘big box’ outlets (‘Bricks & Mortar’ retailers), as well as online retailers (third party operators).

Expected learning outcomes
On completion of this topic, students will be expected to be able to:

  1. Explain key principles of wine, beer and spirit retailing
  2. Critically analyse the various retail categories and their potential
  3. Examine and critically analyse the impact of technology on existing and future consumer buying behaviours
  4. Conduct situational analysis to assess best options for retail strategy and develop a retail strategy for a wine, craft beer or craft spirit brand