Helping wineries turn challenges presented by COVID-19 into opportunities at the cellar door is the focus of a free webinar Wednesday, April 28 at 11 a.m.

Peter McAtamney, Founder of Wine Business Solutions, will lead the virtual session, which is part of the Business Breathers series facilitated by Goodman Group, the Goodman School of Business’s community-focused learning and development services provider.

The talk titled “Wine business bounce back: How wineries are using COVID to accelerate positive change” will help winery owners and business managers involved in strategy, sales and marketing hear practical examples from other areas of the world of how to use value innovation to transform their business model.

Through the session, participants will hear how they can address pressing topics like developing a winning direct-to-consumer strategy, managing in a crisis and optimizing business systems and processes.

In 2003, McAtamney founded Wine Business Solutions, a consulting company specializing in helping wine business owners. He has more than 30 years of wine industry experience, including significant experience in global distribution management, and has sold wine in more than 40 countries. McAtamney has been part of the New Zealand Winegrowers national marketing committee and board and is the former Chairman of Wine Marlborough.

Everyone is welcome to attend the Business Breathers webinars, which feature 30 minutes of expert-led discussions, followed by a 15-minute Q&A period. Topics focus on leadership, management and innovation as well as the financial and social impacts of trending topics. Interested participants are asked to register online. A confirmation email will provide a link to access the webinar at the date and time of the event.

For people looking to further their wine business education, McAtamney will be one of the instructors in Goodman Group’s upcoming Wine Business Management program that takes place from June 1 to 29 on Tuesday and Thursday afternoons from 1 to 5 p.m. The online program is taught by leading academics and industry experts and blends academic and practical experience providing participants the fundamental knowledge necessary for them to achieve their strategic growth goals.

The Wine Business Management Program is $3,995 plus HST but a 10 per cent early-bird discount is available to people who register before Friday, April 30. Alumni and group discounts are also available. Ontario wineries may be eligible to recoup up to 80 per cent of the program cost through the Canada-Ontario Job Grant program.

Upcoming Business Breathers sessions:

Warrior Women – Indigenous Women and Leadership
Presentation by Robyn Bourgeois, Acting Vice-Provost, Indigenous Engagement, Brock University
Wednesday, May 12 at 11 a.m.

Diversity, Inclusion and Equity: What does it all mean for me?
Presentation by Leela MadhavaRau, Director, Human Rights and Equity, Brock University
Wednesday, May 26 at 11 a.m.