(Press Release)
The University of Vermont is offering a new Business of Craft Beer certificate program, which will focus on sales, digital marketing, and business operations.
The 12-week online program, which starts in February, was developed in conjunction with the Vermont Brewer’s Association. The program will prepare participants with in-depth knowledge of the dynamics and trends within the U.S. craft beer market, its origins, key growth drivers, major players, and steps for success.
“Time and time again, the most common reason for failure is a lack of business knowledge. In many cases, craft start-ups are well-stocked with passionate home brewers with a strong product-based skillset,” says UVM Business of Craft Beer instructor Joel Hueston of First Key Consulting, a Vancouver firm that works with craft brewers around the world. “However, running a craft brewery is a business: books have to be balanced, and strategies and tactics have to be developed and executed with an ultimate goal of profitability. With solid fundamental management expertise in sales, marketing, finance and operations, the likelihood of long-term success is greatly increased.”
UVM has identified many industry leaders from Vermont and around the country who will lead seminars and provide valuable insight.
Students in the program will have unique access to experts who are guiding the strategy, marketing, sales and business operations of today’s leading craft breweries. Craft brewery industry experts will cover a host of topics, including industry trends and dynamics, beer styles, branding, marketing, sales, and the legal landscape for craft beer.
The program will be followed by an optional, three-month internship with a brewery or distributor. In addition, participants will complete a final project that addresses a real craft brewery business challenge.
“Our target audience for this program are college graduates with one to five years of work experience, preferably in sales, marketing, or business operations,” says Gregory Dunkling, program director for the UVM Business of Craft Beer. “The UVM program will also offer those planning to start their own brewery with the business skills to successfully operate a brewery. The tremendous growth of craft beer is creating demand for new staff who are knowledgeable about the industry. UVM’s certificate program prepares individuals to move into one of the most exciting and dynamic growth sectors with job opportunities across the country.”
An industry advisory board was created to help guide UVM’s program, with representation from breweries and distributors from Vermont and across the country.
For more information, visit learn.uvm.edu or contact Brittany Stevens at The University of Vermont at [email protected] 802-656-0642.
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