Center for Executive and Professional Education

BB405 Craft Beverage Distribution

About This Course

This course covers distribution in the craft beverage industry. In North America and other parts of the world, alcohol distribution is highly regulated on both national and state levels. As the craft beverage industry has grown, distribution has faced intense consolidation, creating fewer and fewer wholesalers to choose from. This course covers the internal sales department structure and function, the ins and outs of distribution, as well as the dynamics of different systems for navigation through various tiers of distribution channels (retail and wholesale) to get product into the hands of consumers.

Course Snapshot


Format
 		Online

Frequency
 		On demand (asynchronous)   


Length

up to 3 momths (self-paced)

Cost
 		$499

Program Schedule    

*This course is currently on hold. The elective course BB407: Regulation and Compliance for Craft Beverages is running separately as an asynchronous course and is open for registration. If interested in receiving updates and information on when BB403 is open for registration, please complete this form to be notified when it is next offered. Thank you!

Man in apron smiling at tablet with brewery equipment behind him

Business of Craft Brewing

While big name domestic beer sales have decreased, craft brew sales in the US continue to grow, capturing 12.7 percent of the overall market in 2017. With 6,000-plus craft breweries in the US today, a passion for brewing and a good recipe are simply not enough to thrive in such a crowded market.

Craft Brewing Details

What You’ll Learn

Upon completion of this course, students will have gained the knowledge to:

  • Think critically about self-distribution vs. the three-tier system;
  • Determine pricing, promotion, and a marketing program for distribution;
  • Be familiar with trade channels for different craft beverages and target the right types of accounts;
  • Understand off- and on-premise distribution and develop programming, standards, promotions, merchandise, and measurement around those channels;
  • Develop a basic annual market plan.

The Learning Environment

This course is entirely online/asynchronous and can be taken at any time of the year. The course provides recorded instruction videos filmed by the instructor, practical exercises, and quizzes. Approximately 16 hours in total is recommended for work on this course. While there aren't live interactions with the instructor in this course, engaging recorded sessions by the instructor will support your learning journey. 

Additional Information

A reliable internet connection and Microsoft Excel are required.

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Courses in this Certificate Track

Enrolling in the full certificate program allows for more comprehensive learning in regard to the business of craft brewing.

Course Schedule about this content

Three courses are required to complete the certificate. If pursuing the certificate, all courses in the certificate program must be completed within three years. In addition, please note CEPE's Program Completion Policy.