BEVERAGE BUSINESS MANAGEMENT

Service Description

Hospitality Beverage Academy – Professional Track Developed and taught by Tony Lécuroux, MS The Wine Business Foundations course is a focused 4-hour introduction to the commercial side of wine in hospitality. Designed for sommeliers and hospitality professionals, it shifts the perspective from product knowledge to business thinking—how wine programs are structured, priced, and managed to drive profitability. Rather than theory alone, this session is built around practical application. Participants are introduced to the key building blocks of a successful wine program, including market positioning, pricing logic, and by-the-glass strategy. Throughout the session, real-world examples and guided exercises help translate concepts into actionable tools. Each participant develops a basic wine business action plan, applying core principles such as cost structure, margin thinking, and wine list architecture. The focus is on clarity, simplicity, and immediate usability in a professional environment. This course is ideal for professionals who want to understand not only what to sell, but how to sell wine profitably and strategically. - Key Learning Areas Fundamentals of wine program economics Pricing strategies and margin structure Introduction to wine list design Basics of by-the-glass program management Understanding market positioning - Certification Participants who meet the course criteria receive a Certificate of Achievement – Wine Business Foundations