Texas Wine Marketing Research Institute

Licensing and Compliance in the Wine Industry
This course provides a practical overview of the legal and regulatory requirements involved in operating a winery or vineyard. Participants will explore licensing processes, compliance obligations, and reporting requirements related to the production, sale, and distribution of wine. 

The course emphasizes how to identify, interpret, and apply relevant laws within real-world business operations. Students will also be introduced to how AI-enabled tools can support regulatory research, documentation, and compliance tracking. By the end of the course, participants will have the knowledge and resources needed to confidently manage legal responsibilities in the wine industry.

Wine Distribution Management
The Wine Distribution Management course offers a comprehensive look at wine distribution through the perspectives of wineries, distributors, and retailers. Students will examine the structure of the three-tier system, supply chain operations, and key relationships that influence market access and sales performance. 

Designed for both aspiring and current industry professionals, the course provides practical insight into wholesale, brokering, and distribution strategy. Students will also gain a foundational understanding of how data tools and AI applications are used to analyze markets, forecast demand, and improve distribution efficiency. 

Digital Marketing & eCommerce in the Wine Industry
Digital Marketing and eCommerce explores modern digital marketing and e-commerce strategies used to grow wine businesses and build customer relationships. 

Topics include: 
• social media marketing
• email campaigns
• content creation
• customer engagement
• analytics, and 
• online store management. 

Students will learn how digital platforms shape consumer behavior and how to create effective marketing strategies in a competitive environment. The course also introduces the role of AI in personalizing marketing efforts, automating campaigns, and generating customer insights. Instruction is delivered through an interactive learning platform with lectures, readings, and applied assignments.

Basics of Accounting for Wine Business
This course introduces essential financial and accounting concepts tailored to the wine industry. Participants will learn how to interpret financial statements, manage budgets, apply cost analysis, and evaluate business performance. 

The curriculum focuses on practical decision-making rather than technical accounting processes and includes industry-specific considerations such as depreciation, compliance, and financing. Students will also be exposed to modern accounting tools, including AI-supported financial analysis and forecasting applications. The course prepares participants to make informed financial decisions in winery and wine business operations.

Tasting Room and Wine Club Management

The Tasting Room and Wine Club Management class offers a practical overview of building successful Direct-to-Consumer (DTC) wine programs. Designed for winery owners, entrepreneurs, and tasting room staff, it focuses on creating effective wine clubs, delivering engaging customer experiences, and strengthening sales and marketing efforts.

Key topics include:
• Customer segmentation and CRM use
• Staff training and team leadership
• Daily operations and event planning, and 
• Wine club design and development, with an emphasis on increasing revenue and operational efficiency. 

The course emphasizes understanding customer behavior, improving retention, and increasing conversions, helping participants grow revenue and build strong, lasting customer relationships. The course also highlights how AI tools can support customer segmentation, targeted communication, and sales optimization. Participants will gain practical skills to enhance both in-person and membership-based wine business operations.

Data, Research, and Market Analysis in the Wine Industry

This new course introduces the fundamentals of data analysis, market research, and strategic decision-making in the wine industry, and focuses on how wine businesses can use their own data to make informed, strategic decisions.

Participants will learn how to collect, interpret, and apply data to improve vineyard management, production outcomes, and market performance. 

Topics include: 
• consumer trends
• sales data analysis
• forecasting, and 
• competitive positioning. 

The course also provides a general introduction to how AI and data-driven tools can enhance insights, identify patterns; and how students can confidently use their own data to guide decision-making and support growth across wine business operations.