FOR IMMEDIATE RELEASE
WEDNESDAY, APRIL 28, 2004

CONTACT: Steve Dolan
(619) 594-5664
sdolan@mail.sdsu.edu

SAN DIEGO, Wednesday, April 28, 2004 - With the booming California wine industry setting record growth standards, San Diego State University's College of Extended Studies is launching a Professional Certificate in The Business of Wine program beginning July 8.

The curriculum is designed to prepare participants with the knowledge and skills necessary to achieve success in numerous wine-related occupations. Most classes will be held off-site at restaurants and wineries.

Among those expected to attend are restaurant managers, owners, entrepreneurs, winery employees, bartenders, bar managers, and anyone interested in moving into those careers. Students must be 21 years of age to register for this program.

"Employers in wine-related businesses prefer to interview job candidates who have a solid understanding of the wine basics," said William Byxbee, CES dean. "Our task is to make sure that a professional certificate from the College of Extended Studies in the Business of Wine will come to be a 'stamp of approval' for our graduates, allowing them more opportunities in this growing career field."

California wine shipments continued record growth in 2003, according to year-end figures recently released by wine industry consultant Jon Fredrikson in the Gomberg-Fredrikson Report. According to the report, California wine shipments to the U.S. market in 2003 reached another record high, growing four percent over the previous year to 417 million gallons.

The Wine Institute, which calls itself "The Voice for California Wine," estimates the retail value of the state's shipments to the U.S. at $14.3 billion, a 2.3 percent increase over 2002. California winery shipments to all markets in the U.S. and abroad increased six percent to 494 million gallons last year.

Such growth figures helped lead SDSU's College of Extended Studies to its Professional Certificate in The Business of Wine.

"Our goal is to educate people who are either in, or pursuing a career in, a wine-related business," said Deborah Lazear, a certified wine specialist who will teach the first class on Exploring Wine. "The outcome of the program will be knowledge and skills that enhance students' careers and improve their customers' enjoyment of wine. A professional certificate course in The Business of Wine will standardize education and ensure employers looking at a former student's resume that this person is professionally trained and well suited for a place in the wine business. This level of certificate is new for San Diego; we have been waiting a long time."

Said Sean Magee, beverage manager of Lou & Mickey's at the Gaslamp: "It's an invaluable course for industry professionals. It will help simplify the whole wine business as far as selling wine and speaking to it."

Course topics are: Exploring Wine; Winemaking Behind the Scenes; Tableside Service; Selling Wine for Managers; Red, White, and Champagne; Dynamic Food and Wine Pairing; and Wine Business Strategies.

Highlights of the program include:

• Going "behind the scenes" to understand the complexities of the wine business.
• Exploring the differences and various market segments from beverage wine to luxury wine.
• Delivering higher revenue to one's business by understanding wine and marketing.
• Learning the latest data from experts who track the industry.
• Discussing the critical issues facing the wine business today, with key experts discussing their strategies and solutions.
• Hearing what experts predict will be key business issues facing the industry in the future, and learning what steps they are taking to prepare for them.

For more information on the Professional Certificate in The Business of Wine program, please call (619) 594-6255 or visit www.NeverStopLearning.net.

SDSU's College of Extended Studies offers a wide variety of lifelong learning classes, seminars, and certificate programs. Career advancement courses are offered in many areas of management, leadership, and quality improvement while self-enrichment courses range from astronomy to web design. Additionally, the College offers over 25 certificate programs, online courses, and many other learning opportunities. To register or for more information, call (619) 594-5152 or log on to www.NeverStopLearning.net.