AI Placeholder

Master the Wholesale Channel: Chapter 4 — Understanding Points of Distribution Have you ever felt like the three-tier system of wine distribution is a big secret that nobody’s explained to you? Mastering the Wholesale Channel is the comprehensive course designed to address this head-on. It provides winery owners, executives, and future leaders with the essential tools needed to succeed in the critical wholesale sector. Wine businesses of any size can achieve profitability in wholesale—the trick is understanding how distributors actually operate, mastering your competitive set, and leveraging the proper tools for success. While the full course spans six core chapters and twenty-one focused lessons filled with real-world exercises, this specific offering provides exclusive access to Chapter 4: Understanding Points of Distribution. This essential chapter helps you shift your mindset from simple sales to "Turn and Earn" by mastering inventory management, seasonality, and the true value of a POD (Point of Distribution). To ensure your brand thrives on the shelves, you will also receive the Downloadable POD Calculator from the course Tool Kit—a strategic tool designed to help you track distribution health and avoid the common pitfalls of stagnant inventory. Take the mystery out of distributed sales and set your winery up for long-term wholesale success.

Why Develop Your Wholesale Muscle?

Navigate the complex U.S. distribution landscape with strategic guidance ensuring profitability.

Mastering Distributor Relationships

Optimize performance and drive growth through effective partnerships and proven tactics.

Master Your Business Through Your Distributors

Leverage distributors as key partners for direct business growth and long term viability.

About M. Learning Academy

M. Learning Academy is a professional development platform dedicated exclusively to the alcohol beverage industry. Its instructors are current and former senior-level executives from within the industry who teach from direct operational experience. By combining strategic insight, financial and operational rigor, applied learning systems, and proprietary execution tools, M. Academy equips producers and suppliers with the skills necessary to strengthen performance and profitability. Created for winery and spirit brand owners, national and global sales leaders, and high-potential sales managers seeking promotion into executive leadership without traditional business schooling, the program is designed to accelerate real-world wine business mastery. M. Academy also serves professionals transitioning into VP-level or C-suite roles who require deeper financial fluency and cross-functional leadership capability.

Founder & Instructor Amanda Wittstrom Higgins

Amanda is a nationally-lauded wine industry leader and business strategist with an expertise in creating future-forward and foundational success. Mrs. Higgins first rose to prominence in the industry as a founder and leader of the Ancient Peaks brand. It was Amanda who led the company as Executive VP from a family vision into a leading U.S premium wine brand. Amanda’s efforts have been recognized with accolades such as a Wine Enthusiast Top 40 Under 40 honoree award (2019), a Social Visionary of the Year nomination at the Wine Enthusiast Wine Star Awards (2019), Central Coast Wine Industry Person of the Year (2020), and inclusion on the SLO Tribune’s Top 20 Under 40 list.

Founder & Instructor Peter Baedeker

Peter is the Owner & Principal of Baedeker Wine. He served as President of the $100M California distributor, The Henry Wine Group, which was acquired by Winebow in 2015. After graduating cum laude from Tulane University, Mr. Baedeker started in wine & spirits wholesale and quickly ascended the ranks in distribution to eventually manage a team of over 100 sales professionals. He went on to work in the brand development side of the industry and was responsible for creating a European sparkling wine brand that was acquired by a private equity enterprise. He has also served as Managing Director of a California estate winery and now guides American and European family wine business to success in the U.S. market.

Course Curriculum

1 Chapter · 12 Lessons

1
1. (Included in full purchase)
  Lesson 1 (Study Guide): Changing Your Mentality
2. (Included in full purchase)
  Lesson 1 (Video): Changing Your Mentality
3. (Included in full purchase)
  Lesson 2 (Study Guide): Accounts, PODs and Avoiding Common Mistakes
4. Lesson 2 (Video): Accounts, PODs and Avoiding Common Mistakes Free preview
5. (Included in full purchase)
  Lesson 2 (Journaling Prompt): Accounts, PODs and Avoiding Common Mistakes
6. (Included in full purchase)
  Lesson 3 (Study Guide): Understanding Turn Rates and Seasonality
7. (Included in full purchase)
  Lesson 3 (Video): Understanding Turn Rates and Seasonality
8. (Included in full purchase)
  Lesson 4 (Study Guide): PODs, Inventory plus Turn and Earn
9. (Included in full purchase)
  Lesson 4 (Video): PODs, Inventory, plus Turn and Earn
10. (Included in full purchase)
  Lesson 4 (Downloadable Tool): POD Goal Calculator
11. (Included in full purchase)
  Chapter 4 (Quiz): Understanding Points of Distribution
12. (Included in full purchase)
  Chapter 4 (Journaling Exercise): Understanding Points of Distribution

Ready to Master Wholesale Success?

Enroll now and take the first step towards transforming your wholesale strategy.

$599.00

Enroll Now Free Preview

Mastering the Wholesale Channel Course