Wine Business Management Certificate

Created to empower personnel to develop the fundamental knowledge necessary to achieve their strategic growth goals. This program blends academic and practical experience where you will learn from leading academics and wine business experts while building your professional network.

Program Details

  • July 2022
  • Facilitated synchronous sessions
  • Price: $4,950 + HST
  • Funding available to cover up to 80% of program fees, contact us to learn if your organization is eligible

Are you interested in the business of wine? Gain the expertise you need to take your career to the next level.

Program Focus

  • Overview of Canadian vineyards and wines.
  • Turning your business concept into reality.
  • Wine gastronomy.
  • Financial analysis for the wine industry.
  • Wine market, competition and legislation.
  • International wine logistics and operations.
  • Wine marketing and brand building.
  • Direct-to-consumer and retail management.

For more information about the upcoming offering, email

Program Instructors

Gain wine industry insights from leading academics and experienced industry experts. Our award-winning instructors consistently receive satisfaction rates exceeding 90 percent. Below is an overview of potential instructors for the program. Please note this is a sample list and subject to change.


Donna’s research focus on hedonic consumption experiences led naturally to research in wine business and wine tourism when she took a position in the ‘heart of Nova Scotia wine country’ at Acadia University in Wolfville, NS. She is an Associate Professor in the Manning School of Business and was Founding Director of the Atlantic Wine Institute.  Dr. Sears has presented her work at various National and International Marketing and Wine Business Conferences such as Advances in Consumer Research, Academy of Wine Business Research (Sonoma, California and Stellenbosch, South Africa), Wine & Culinary Tourism Futures Conference (Kelowna, BC), Society for Marketing Advances, and International Wine Tourism Conference (Perugia, Italy).


Professor Patrice Piccardi is the Head of BSB Marketing Department (Burgundy School of Business, Dijon France) since 2004, as well as the Director of the MSc Global Marketing. This program taught entirely in English put a strong emphasis on active pedagogy and internationalization.

In parallel with his managerial activities, Professor Piccardi has extensive pedagogical experience teaching it for many years across 3 continents. in the fields of international marketing, business opportunity detection, and luxury marketing. Professor Piccardi is also in charge of the Excellence in Pedagogy program since its creation in 2014. This program conducted in collaboration with partners in the 6 continents brings together 40 innovative and top-level courses to BSB masters students.

Dr. Nathalie Spielmann

Nathalie Spielmann is Associate Professor of Marketing and Director of the MSc Wine & Gastronomy at NEOMA Business School in France. She holds a PhD in Marketing from the John Molson School of Business at Concordia University in Montreal (Canada). Dr. Spielmann has published widely in international peer-reviewed publications (Journal of Business Ethics, Journal of Service Research, Journal of Association of Consumer Research, Journal of Advertising Research, Journal of Business Research) on topics related to Marketing Strategy, Consumer Behaviour, Advertising, and Wine. She currently serves as an Editorial Review Board Member for three international top-tier journals. Dr. Spielmann currently teaches Consumer Behavior: Sensory and Experiential Marketing and Territorial Marketing at the graduate level. Dr. Spielmann currently works with the City of Reims (Champagne) in the aim of developing coherent and strategic marketing offers in the experiential marketing and tourism sectors. Additionally, she is regularly invited to present her research at professional wine and tourism events (e.g., wine exhibitions, technical conferences, seminars) in France and abroad. She is also co-owner of a champagne wine bar located in the vineyards in the fabulous Mountain of Reims.

Peter McAtamney

In 2003, Peter founded Wine Business Solutions, a consulting company specializing in helping wine business owners. Hundreds of wine businesses now pay for consulting advice, buy WBS research and attend workshop programs each year. Peter has 30+ years wine industry experience including 11 years in global distribution management and has sold wine in over 40 countries. Peter holds and has held board and advisory board positions with Australian, New Zealand, South African and Spanish companies. He has worked as a publicly listed wine company Managing Director and is a former Chairman of Wine Marlborough. He has been part of the National Marketing committee and board member for New Zealand Winegrowers.  He has developed Global Strategy for some of the world’s most successful wine brands including Freixenet and Wine Marlborough. Peter is a highly experienced communicator and regularly addresses conferences across the globe. He has studied Marketing and Strategy at Columbia University, New York. He has taught Strategy, Marketing, Sales Management, Services Marketing and Business Culture in the MBA program of the Uni of Technology Sydney Graduate School.

Dr. Damien WIlson

Dr. Damien Wilson is the Hamel Family Chair of Wine Business Education with Sonoma State University’s Wine Business Institute. Dr. Wilson arrived in California in 2015 with 20 years of professional experience in the wine sector. This commercial experience facilitated him achieving the first-ever Honors Degree in Wine Business with the University of Adelaide, and this qualification is among his four degrees in the discipline of Wine Business. Dr. Wilson is previously from Burgundy’s School of Wine and Spirits Business and has established a European professorial career after having started with the University of South Australia in 1999.

DR. Angelo A. Camillo

Angelo A. Camillo, PhD, is a faculty member in the Management Department and the Wine Business Institute in the School of Business and Economics at Sonoma State University, California. He has over 35 years of international hospitality industry management experience and has worked and lived in ten countries and four continents as Executive Chef, Director of Food and Beverage Operations, and Hotel General Manager. He holds Associate of Occupational Studies Degrees in Restaurant Administration, Culinary Arts, and Accounting from Italy, an undergraduate degree from Heidelberg Hotel Management School Germany, an MBA from San Francisco State University, and a PhD from Spears School of Business – Oklahoma State University. He is a Certified Executive Chef and Culinary Arts Educator by the American Culinary Federation. He teaches Strategic Management, International Business, Wine Supply Chain Management, Hospitality Management, and Restaurant Business Development. He is also a consultant for Wine Service and Cellar Management, Wine List and Menu Engineering, Nutritional Analysis, and Labeling for American and international clients. He is the founding Editor-in-Chief of the International Journal of Tourism and Hospitality Management in the Digital Age (IJTHMDA). He has published six books and over 100 research-focused publications, including book chapters, research articles, and conference proceedings in academic journals


Donald Ziraldo, Founding Chairman of the Vintners Quality Alliance (VQA) and Chairman of the Canadian Horticultural Research and Innovation Center @ Vineland by the Ministry of Agriculture, is a global ambassador for Canadian Icewine. In 1999, the National Post Magazine chose Donald as one of the top twenty-five Canadian CEO’s of the century. In 2008 Donald was awarded the Premio Masi by his peers in Verona, Italy, and the Folio D’oro in Friuli, Italy in 2010.  Partnering with top Sommeliers, wine writers and restaurants, Donald Ziraldo has transformed Icewine into a world renowned luxury brand.


Since 1987 Greg has been with Andrew Peller Limited – the country’s second largest vintner with eleven wineries in Canada. He has held many roles in the company and is currently serving as the Vice-President, Global Markets and Industry Relations, helping establish Peller as a globally renowned winemaker. Having received among other degrees an MBA, Wine Business from KEDGE Business School in France, Greg continues to share his industry expertise through his positions on the boards of directors for the British Columbia Wine Institute, the Wine Growers Ontario, the VQA and Wine Growers Canada. Additionally, Greg currently serves on the Dean’s International Advisory Council of the Goodman School of Business at Brock University.

“Having worked closely with Brock University’s academics and wine business leaders for many years, I know this program will give participants the confidence and expertise to propel their career in the wine sector forward”

– George Soleas, LCBO President and CEO

“Sessions were very well organized and I enjoyed going to the various winery locations for our seminars and the direct contact with session leaders, wine producers and estate owners/keynote speaker were most enjoyable”

– Past Participant

“The chance to interact with both Faculty and industry, both at Brock and at the wineries of the region was a rare opportunity. I understand the industry I work in much better for having this experience”

– Steven Trussler, Senior Laboratory Demonstrator, Cool Climate Oenology and Viticulture Institute

$4,950 +HST per participant.

If eligible, up to 80% of the program cost may be covered by funding through the Canada-Ontario Jobs Grant. For more information and to find out if your organization is eligible, contact us at