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The Wine Business Blueprint

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About Course

Chrishon Lampley did not start with a winery. She started with a blog, a flooded Chicago art gallery, and a determination to reinvent what a wine business could look like. Eleven years later, she has sold over 2 million bottles, placed her wine brands in 1,000+ stores across 19 states, and became the first African American woman to take a wine brand national in the Midwest.

 

In this course, Chrishon walks you through the exact strategies she used to build, scale, and systemize a wine business, from crafting a brand people remember, to breaking into big-box retail, to building the operational systems that let her step back without the business falling apart. Whether you are exploring the wine industry for the first time or already running a beverage brand and ready to scale, this course gives you the real numbers, real mistakes, and real frameworks to build a business that works for you.

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What Will You Learn?

  • Build a brand and social media presence that turns followers into paying customers
  • Understand what it really takes (and costs) to get your product onto big-box retail shelves
  • Start a wine business from scratch, from choosing your niche to your first bottle
  • Decide whether you are running a side hustle or building a real, fundable business
  • Build the professional relationships and negotiation skills that keep partnerships alive long-term
  • Set up systems and consulting offers that let your business generate income without constant hands-on effort

Course Content

Welcome
Meet Chrishon and see how a blog became a national wine brand.

  • Welcome: How I Took a Blog and Built a National Wine Brand

Turn Followers Into Customers
Learn to build a brand and social media presence that turns followers into paying customers.

From Kitchen Table to Retail Shelf
Understand the real costs and requirements of breaking into big-box retail.

Zero to Bottled
Start a wine business from scratch, from choosing your niche to your first bottle.

Side Hustle or Empire?
Decide whether you are building a side hustle or a fundable, scalable business.

The Relationships That Actually Grow a Wine Brand
Build the relationships and negotiation skills that keep partnerships alive long-term.

Systems That Work While You Don’t
Set up the systems and consulting offers that let your business work without you.

Beyond the First Win
Scale deliberately, diversify revenue, build a team, fund the next chapter, protect what you built, and leave the industry better than you found it.

Mastering the Money
Know your numbers cold, manage cash flow (not just profit), build a simple financial dashboard, use debt wisely, price for real profit, and know when to bring in outside financial help.

Becoming the Face of Your Brand
Build visibility through press, panels, and public speaking, then turn that visibility into content and a personal brand that outlasts any single product.

Owning the Room
Choose the right festivals and live events, design a booth that converts, turn samples into sales, and follow up in a way that makes the event actually pay off.

The Rules Nobody Explains
Every wine brand runs on a legal structure most founders learn the hard way — usually after an expensive mistake. This module covers the three-tier system, the licenses you actually need, getting a label approved, what you can legally ship where, and how to read a distributor agreement before you sign it. Not legal advice — a map of what to ask, who to ask, and when.

The Customers You Actually Own
Retail, distribution, and social platforms all route your customers through somebody else. This module covers the channel nobody can take away from you: email, your own storefront, clubs and subscriptions, and the real economics of shipping direct. It closes by looking at year two — what turns a brand into an asset rather than a job.

Student Ratings & Reviews

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Tiffani Patterson
1 month ago
Awesome foundation! The information shared during the course gave great insight on being prepared and growing your brand.