Why This Class?

Why Dynamics of the Global Wine Industry?

The Strategy

Even just from the first class and set of cases, this course looks to be one that’s based heavily in wrestling with ambiguous entrepreneurial trade-offs, and developing a forward-looking strategy in a constantly evolving industry climate. I want to swim in practical examples that elucidate business owners decide when to pivot their approach, develop a niche, acquire a competitor, innovate, and drive bottom-line results. This industry has seen major players emerge with remarkably different outlooks on how to fit into the existing marketplace (e.g. ice wine players via differentiation, NewVine via top-tier technology) and carve out seemingly unlikely avenues for success. This class offers an opportunity to genuinely think, and that’s the first major element that drew me to the course.

The Industry

I’m not sure there’s a more nuanced industry than the wine industry—it’s almost overwhelming when you step back and try to grapple with what’s involved. I took a road trip over Thanksgiving break with a friend from Chicago, during which we ended up talking to this winemaker (Salvatore Rombi) who owns a couple patches of land in Carmel Valley. Though the conversation got progressively hazier, he described every interaction he had with distributors, how he landed contracts, found talent, harvested the unique “smoky” wines he salvaged from the California fires, and a host of other facets to his business. He was the first person that really opened my eyes to the business, though we rather ironically met him at a bar. After our first few readings, I’m even more optimistic that the margin of learning will continue to rise.

The Expert(s)

Quite simply the class is taught from the vantage point of someone who’s navigated the industry with finesse, and we’re going to be frequented by guests who’ve done the same. The depth of expertise is readily apparent, but our first class made me understand that this course will include great breadth as well. I’m interested in learning from people who’ve spawned a relationship-driven approach (e.g. Tripp), eCommerce players, major brands, and start-ups looking to make it in the business (e.g. Maker). That variety is tough to match, and it’s very apparent that we’ll have incredible lateral and vertical exposure alike.

The Art

From athletics to chess to more conventional sources – I have a natural affinity to any art form. But coming from a middle-class family that didn’t really find time for high wines, there couldn’t be a more foreign art form to me than the sommelier’s. My favorite single fact from the first three hours we spent together is that 80% of the wine-tasting experience is olfactory. I doubt I’ll be discerning enough to tell the age of a grape by March’s end, but gaining a deeper appreciation for a process as complex as wine-making and wine-tasting is something I’m certainly looking to take away.