Wine Business Management Certificate

Created to empower wine brand owners and personnel to develop the fundamental knowledge necessary to achieve their strategic growth goals.

Date: May 24 – June 21 (5 Fridays)
Location: Brock University & Niagara Wineries
Participant Profile: The program is open to professionals, managers and aspiring managers within the wine industry
Complimentary parking, lunches, refreshments, wine tastings and tours, and learners binder are provided.

This program blends academic and practical experience. Learn from leading academics and wine business experts while building your professional network.

Program Focus

  • Overview of Canadian vineyards and wines.
  • Turning your business concept into reality.
  • Wine value proposition and value chain management.
  • 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.

Gain wine industry insights from leading academics and experienced industry experts. Our award-winning instructors consistently receive satisfaction rates over 90 percent. Below is an overview of a few instructors and speakers.


Professor of Management in the Goodman School of Business. He holds a PhD degree in Business Administration from the University of Minnesota, and Master degrees in General Management and Engineering from Ghent University. His research interests are in entrepreneurship, organizational behaviour, and cross-country studies. He has investigated the nature, antecedents, and outcomes of entrepreneurial behaviours in multiple industries, including the wine industry.


Professor of Finance in the Goodman School of Business and former Dean and Associate Dean. He teaches courses in corporate finance, international finance and investments and carries out research in all of these areas. He is the recipient of a number of teaching awards and has authored several professional training programs as well as Contemporary Financial Management, First Canadian Edition, Nelson Ltd.


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).


An Assistant Professor of Marketing at the University of Windsor’s Odette School of Business. Dr. Robson’s research focuses on the intersection of marketing and innovation, as well as how and why consumers repurpose or use proprietary offerings in ways not intended by the manufacturer and the legal implications of this practice. Her work has been published in leading journals including MIS Quarterly Executive, Journal of Advertising, Journal of Marketing Education, Journal of Advertising Research, and others. Dr. Robson regularly presents her work at leading marketing conferences, including the Association for Consumer Research, the American Marketing Association, and the Academy of Marketing Science. She holds a BSc (honours) in Psychology from Queen’s University, an MA in Psychology, as well as an MBA and a PhD from Simon Fraser University’s Beedie School of Business.


Dennis F. Culver EMBA Alumni Chair of Business, Beedie School of Business, Simon Fraser University, Vancouver, Canada. He has also taught on executive and MBA programs at major international business schools such as the Graham School at the University of Chicago, Columbia University, and London Business School.

A noted wine marketing scholar, he serves as editor of the Journal of Wine Research, and is a member of the editorial board of the International Journal of Wine Business Research, in which he has published a number of award winning papers. He has also published Harvard Business School case studies on wine marketing.


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.


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 Winery and Grower Alliance of Ontario, the VQA and the Canadian Vintners Association. Additionally, Greg currently serves on the Dean’s International Advisory Council of the Goodman School of Business at Brock University.


In 1989, Paul became President of Henry of Pelham Winery and set it on course to become a 75,000-case per year producer of fine Vintners Quality Alliance (VQA) wines. Paul is a founding director of VQA, and continues to play an active role in promoting and developing the premium wine industry in Niagara and Ontario, as current Vice Chair of the VQA, former Chairman of the Wine Council of Ontario, and as a former director of the Canadian Vintners Association.

All sessions run from 9:00am to 6:00pm and include lunch, refreshments, wine tastings, and winery tours.

May 24 – Brock University

  • Overview of wines and Canadian vineyards
  • Wine market and legislation
  • Keynote address

May 31 – Peller Estates Winery

  • International wine logistics and operations
  • Financial analysis for the wine industry
  • Keynote address
  • Winery tour and wine tasting

June 7 – Henry of Pelham Winery

  • Keynote address – Paul Speck, President of Henry of Pelham Winery
  • Wine Marketing
  • Winery tour and wine tasting

June 14 – Megalomaniac Winery

  • Wine and spirits supply chain management
  • Wine DTC and retail Management
  • Keynote address
  • Winery tour and wine tasting

June 21 – Brock University

  • Turning your wine business concept into reality
  • Graduation Ceremony

“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

For information about any details, contact Goodman Group directly at: 905 688 5550 x 6304 or
x 6264 or