This is the 9th Annual Wine Industry Workshop organized by Exkalibur University, the education affiliate of The Exkalibur Organization with the support of our Wine Industry Sponsors.

The Wine Industry Workshop is focused on presenting practical business strategies to help you achieve superior performance in your wine business … an annual tradition dedicated to helping you become a More Effective Leader and Build a Successful Business.

As you know, great wine from great grapes is rarely enough to build and sustain a profitable and successful wine business. There are many other factors that contribute to a successful wine business, which is what we seek to address in every one of our Wine Industry Workshops.

Our mission is to help you navigate these waters and to share with you Best Practices adopted by successful wine businesses.

Click here for our list of speakers.

Who Will Benefit?

The Wine Industry Workshop benefits every winery executive, across all of its important functions. It also benefits other companies whose success is synchronous with the success of wineries, including growers, bottlers, negotiants and related agricultural companies.

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Who Has Attended?

The Wine Industry Workshop has averaged approximately 100 attendees for its annual events. Our Workshop Guests have included CEOs and other C-Suite executives as well as managers from sales, marketing, operations, vineyard management, finance and accounting, HR and general administrative functions.

We have hosted senior executives and managers from such wineries and related companies as Peter Michael, Trinchero Family Estates, Duckhorn Wine Company, Cakebread Cellars, Trefethen Family Vineyards, C. Mondavi and Sons, Jackson Family Wines, Francis Ford Coppola Presents, Silver Oak Cellars, Diageo Chateau & Estate Wines, Black Dog Ranch, Paul Hobbs Winery, Black Knight Vineyards, Lambert Bridge, Napa Valley Reserve, Kachina Winery, Merryvale Vineyards, Dos Lagos Vineyard, DaVero Farms & Winery, Markham Vineyard, Enkidu Wine, V2 Wine Group, Saxon Brown Wines, Halleck Vineyard, Orin Swift Wine Cellars, Lasseter Family Winery, Iron Horse Vineyards, Dutton Ranch, Bacchus Vineyard Management, V Sattui Winery … and many others.

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Register Now to Begin your Journey

Our Wine Industry Sponsors are committed to Your Success

I have been fortunate to work closely with each of Our Sponsors over many years, and am continually impressed by their commitment to serving their clients and community and to helping their clients and colleagues build more successful businesses.

All of us are genuinely interested in helping you advance your wine industry knowledge and learn practical tools and best practices you can immediately put to work in your wine-related business.

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Event Location & Details

This was an invitation-only event for the clients and guests of our Sponsors.

If you registered as a guest of one of our Sponsors, you were added to our Wine Industry Workshop mailing list and will receive all of the relevant workshop materials. It’s an easy way for us to communicate.

The information, below, is for your convenient reference:

Date: Friday, January 17, 2020

Time: 7:30 a.m. – 1:30 p.m.

Food: Continental Breakfast & Lunch

Location: Near the Santa Rosa airport (Details to be provided upon registration.)

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Our Program?

Below, you will find a current summary of the topics that we will cover in this Workshop.

In all cases, we encourage an active conversation among the panelists and the audience, and will reserve plenty of time for your questions.

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What Will We Cover?


1. The Latest Tax & Accounting Changes for Wineries & Growers

Tax and accounting experts from Moss Adams will provide an update on what’s been learned since the Tax Cuts and Jobs Act (TCJA) became effective on January 1, 2018. They will include a breakdown of lessons learned including how the major proposed accounting changes may impact the wine industry, including:

  • The C corporation tax rate decreasing to a flat rate of 21% from a maximum rate of 35%.
  • If you’re a winery or vineyard taxpayer that isn’t structured as a C corporation, there’s a new 20% QBI deduction available through 2025 for the owners of flow-through entities and sole proprietorships.
  • The benefits of the cash basis method of accounting. Simplifying the accounting of the overall business isn’t the only advantage for a winery using the cash method of accounting Certain rules also allow taxpayers to use simplified methods to account for inventory from a tax perspective.
  • Bonus depreciation has a significant impact on business acquisitions in the wine industry. If a taxpayer acquires an existing business in a qualified asset acquisition, he or she may be able to take 100% bonus depreciation on all assets that have a tax life of 20 years or less and recognize that deduction entirely in the year of purchase.
  • What revenue recognition and lease accounting may mean for the wine industry.

Featured Speakers:

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2. How to Control Rising Insurance Premiums

With the extraordinarily losses due to natural disasters in wine country over the last few years, property and casualty insurance rates have increased dramatically, with fewer insurance companies willing to provide adequate coverage. Join us for a panel discussion of specific steps you can take to reduce your premiums, manage your risk and increase the security of your property.

Here are some of the issues you’ll need to address to manage your risk profile:

  • Storing your wine with everyone else threatens adequate coverage. What can you do about it?
  • The insurance companies want to know a lot more about your business. What will you tell them?
  • There is new exclusionary language showing up in your policies. Are you aware of what they’re saying?

Featured Speakers:

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3. Why Branding Strategy should be the Cornerstone of Your Marketing Plan.

How can you re-establish the fundamentals of your brand and re-engage your targeted consumer at a heightened level? What are the keys to developing strategies, tactics and actions plans for a successful Brand Planning Strategy? 

Here are some of the topics we will discuss:

  • How to understand your brand’s strengths & weaknesses in order to identify and take advantage of the opportunities that exist in the marketplace.
  • Who is your competitor in terms of volume, price and acclaim and where your brand is relation to them.
  • How to develop concise, authentic, and engaging content that establishes a compelling brand narrative that will draw consumers to your brand.
  • How to evaluate your brand’s strength and visual appeal in relation to core messaging and your targeted consumer base.
  • How to analyze your pricing, margins and revenue by channel to be competitive and build brand equity.

Featured Speakers:

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4. What you can do to prevent Cyber Attacks

The following are a few top-trending cybersecurity and related requirements your winery should be aware of and ways to prepare for, or reduce damage caused by a security breach:

  • Phishing
    • Phishing is a cybercrime in which a target or targets are contacted by email, telephone or text message by someone posing as a legitimate institution to lure individuals into providing sensitive data such as personally identifiable information, banking and credit card details, and passwords.
  • Ransomware
    • Ransomware is a type of malicious software, or malware, designed to deny access to a computer system or data until a ransom is paid. Ransomware typically spreads through phishing emails or by unknowingly visiting an infected website.
  • Direct Data Breaches
    • Data breaches fall into two categories:
      • 1. Breaches of institutions that people choose to entrust with their data—like retailers and banks—and
      • 2. Breaches of entities that acquired user data secondarily—like credit bureaus and marketing firms.
  • California Consumer Privacy Act (CCPA) Compliance and Beyond

Featured Speakers:

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5. Put Marketing Execution at the Center of Your Sales Plan

Join our deeply experienced panel who will discuss the role of marketing in the “new world” of wine.

Marketing has traditionally taken a back seat to the sales process, relegated to “designing” winemaker notes, labels and website content. Meanwhile, Most wineries have relied upon product quality measures (ie scores, etc) and distributor activities (placements) to drive demand.

In this era of unprecedented change, wineries need to lead with marketing.  Consumer demand is where success starts and stops. Relying on scores or placements in key accounts will no longer be sufficient.  Marketing prowess to create demand is now the touchstone for sales success.

• Quality is no longer a differentiator.  Relying on scores won’t get the job done.
• You can’t count on distributors to build demand for your wines. How will consumers choose your wine?
• Can you define your target customer and find a path to their heart?
• Can you answer the critical question “Why should the consumer care”?

Join us for a vigorous discussion of these issues and your chance to ask questions about marketing best practices.

Featured Speakers:

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Contact the Exkalibur Team for any reason

Please don’t hesitate to reach out to the Exkalibur Team if you need assistance for any reason.

You can reach our Business Manager, Deborah Harlow at; 888–351–8880, x 3. I promise she will respond promptly to your inquiry.

You may also reach me directly at or 888–351–8880, x1.

Please let us know if we can be helpful to you in any way.

All the best,