BB405 Craft Beverage Distribution

Certificate Track: Business of Craft Brewing

About This Course
This course covers distribution in the craft beverage industry. In North America and other parts of the world, alcohol distribution is highly regulated on both national and state levels. As the craft beverage industry has grown, distribution has faced intense consolidation, creating fewer and fewer wholesalers to choose from. This course covers the internal sales department structure and function, the ins and outs of distribution, as well as the dynamics of different systems for navigation through various tiers of distribution channels (retail and wholesale) to get product into the hands of consumers.

What You’ll Learn
Upon completion of this course, students will have gained the knowledge to:

  • Think critically about self-distribution vs. the three-tier system;
  • Determine pricing, promotion, and a marketing program for distribution;
  • Be familiar with trade channels for different craft beverages and target the right types of accounts;
  • Understand off- and on-premise distribution and develop programming, standards, promotions, merchandise, and measurement around those channels;
  • Develop a basic annual market plan.

The Learning Environment
This course is entirely online and includes live sessions with the instructors, recorded videos, guest speakers, assignments, and quizzes. Approximately 8-10 hours per week is recommended for work on this course.

Instructor: Marty Ochs
Marty Ochs BioFounder of E3 Craft Strategies, Marty Ochs has worked in multiple marketing management roles with small and large breweries, including serving as president of sales for Brew Pipeline, Inc., and as vice president of sales for Ninkasi Brewing. Marty earned a BA in Advertising and Broadcast Journalism Management from Arizona State University.
 
 
 
Course SnapshotRegister now button
  • Online
  • 1-2 times per year (Spring)
  • 5 weeks
  • Cost: $699

Additional Information
A reliable internet connection and Microsoft Excel are required.

Other Courses in this Certificate TrackCourse Schedule Button
Enrolling in the full certificate program allows for more comprehensive learning in regard to the business of craft brewing.

Courses may be taken individually and in any order unless otherwise noted. Four courses are required to complete the certificate. If pursuing the certificate, all courses in the certificate program must be completed within three years. Visit the program page for a recommended sequence.
 


Questions  Questions about this program or course? Contact us.
 

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