1. food and drink
2. beverages
3. alcoholic beverages
4. wine

Building Value
in a
Wine Business
November 6,
2014
Embassy Suites
Napa Valley
NAPA, CA
Why You Should Attend:
ACCREDITATION
CA CLE
6.25 General Credits
TOPICS COVERED
Wineries
Consumers
Business
WHO SHOULD ATTEND
Attorneys
Winery Owners and
Operators
Farmers and Vineyard
Managers
Land Use Professionals
Architects and Engineers
Finance Professionals
Government Officials
Anyone Involved with
Winery Business Valuation,
Purchase or Sales
The wine industry has experienced considerable change over the past few
years as the importance of growing total business value has become an
increasing priority. Whether the goal is family legacy or eventual sale and
exit, owners and operators are aligned in the need to optimize the value of
their brands, distribution systems and operating platforms in addition to
their estates and hard assets.
Unlike many staple commodities, wine is an affordable luxury and every
brand must differentiate itself on multiple levels appealing to the discretionary
purchasing behavior of consumers. Understanding the many drivers of value
and how to effectively influence them will benefit owners, senior managers,
professional service providers and estate planning specialists.
And if you own a winery, vineyard or wine brand or are considering the
purchase or sale of any of these, this program is a must to better acquaint
you with the purchase and sale process. Our experienced faculty will guide
you through key aspects of the process.
Program Co-Chairs:
Conference
Sponsor:
5 EASY
WAYS TO
REGISTER
Quinton Jay
Martin A. Jones
Mario Zepponi
Bacchus Capital
Management LLC
Houlihan & Jones
Zepponi & Company
ONLINE: www.TheSeminarGroup.net
2
FAX: 866–435–3444
3
EMAIL: [email protected]
4
PHONE: 206–463–4400 / 800–574–4852
5
MAIL: PO Box 523, Vashon, WA 98070
Raising the Bar of Continuing Legal and Professional Education
1
Building Value in a Wine Business ~ Napa, CA
Thursday, November 6, 2014
9:00 Introduction and Overview
Quinton Jay, Program Co-Chair
Bacchus Capital Management LLC
Martin A. Jones, Program Co-Chair
Houlihan & Jones
Mario Zepponi, Program Co-Chair
Zepponi & Company
9:15 Valuation of Winery Brands and Operations
•The Fundamentals of Building Brand Value First
Requires an Understanding of How Value is Measured
ˏˏBreaking Winery Operations into Value Centers
ƒƒVineyards
ƒƒWinery Facilities
ƒƒEquipment
ƒƒBrand and Goodwill
ˏˏAnalysis of the Numbers – Breaking Down
Financial Statements
•Balance Sheet
•Profit and Loss
•Changes in Equity
•Cash Flow Statements
ˏˏValuation Metrics – Application of Different
Valuation Methodologies
ˏˏMergers & Acquisition Analysis in California, the
West Coast and the United States
ˏˏLand Values vs. Production Returns
George F. Coope, Partner
Ackrell Capital LLC
Carl S. Saba, CVA, Partner
Hemming Morse LLP
10:15 Break
10:30 Identifying and Managing Value Creation in
Wine Brands
•Understanding the Important Levers to Creating Value
in a Wine Brand
ˏˏOperating Best Practices
ƒƒPlanning, Forecasting and Financial Controls
ƒƒInformation Intelligence and Analysis
ˏˏHuman Resource Strategies
ˏˏAttracting and Managing Investment and Debt
Financing
ˏˏBusiness Strategies
ƒƒOperating Models and Alternatives
ˏˏOwn vs. Lease Production Models
ˏˏBranding and Marketing Planning
ˏˏPortfolio Management
ˏˏBusiness Plans
ˏˏIndustrial Efficiencies
Martin A. Jones, Moderator
Houlihan & Jones
Timothy Allen, CPA
Allen Wine Group LLP
Quinton Jay, Managing Dir.
Bacchus Capital Management LLC
12:00 Midday Break
1:15 Pursuing the Consumer
•Identifying Strategies for Mastering Three Tier
Wholesale and Direct to Consumer Sales Channels
ˏˏSales and Distribution
ˏˏCreation and Management of Sales and Marketing
Infrastructure
ˏˏLeveraging Distribution for Value
ˏˏWholesaler Management
ˏˏMethods for Enhancing Direct to Consumer Sales
ˏˏConsumer Outreach and Customer Relationship
Management
ˏˏApplication of Social Media
ˏˏStrategies for Brand Portfolio and Sales Channel
Management
ˏˏCost Management and Supply Sources
ˏˏSupply Chain Management
Tammy Boatright, Founder/President
VingDirect
Brian Hilliard, President
Pahlmeyer Winery
Dan Leese, Co-Founder/CEO
V2 Wine Group
Jeff Stevenson, President/CEO
VinoPRO
2:45 Break
3:00 M&A for Growth and Diversification
•M&A Strategies for Adding Brands, Products and Price
Points
Tony Baldini, President
Hahn Family Wines/Hahn Estates
David Von Stroh, Senior Vice Pres.
Zepponi & Company
4:00 Case Studies – Application of Brand Building
Strategies (interactive)
•Real Life Experiences in Successful Brand Building of
Wine Companies
ˏˏWhat Were the Challenges to Creating Value?
ˏˏWhat Strategies and Methods Were Applied to
Create Value?
ˏˏWhat Was the Outcome and How Was Value
Realized?
Mark Brody, SVP/Manager, Wine Specialty Group
Umpqua Bank
Ryan M. Harms, Owner/Winemaker
Union Wine Company; Sherwood, OR
Howard Rossbach, President/Founder
Firesteed Cellars; Rickreall, OR
5:00 Adjourn and Reception Sponsored by:
Bacchus Capital Management LLC, Houlihan
& Jones, and Zepponi & Company
Faculty ~ Conference Information
Building Value in a Wine Business
Quinton Jay, Program Co-Chair, Managing
Director with Bacchus Capital Management LLC,
has 17 years of experience running both boutique
and well-known wineries as well as in strategic
consulting in the wine and finance industries.
Martin A. Jones, Program Co-Chair, a partner
with Houlihan & Jones and President of Artisan
Source LLC, has more than 25 years of sales,
marketing and general management experience.
He has also worked with Barefoot Cellars,
implementing value enhancement programs.
Mario Zepponi, Program Co-Chair, President
of Zepponi & Company, has extensive experience
performing brand, winery and vineyard
valuations, as well as negotiating and structuring
purchase, sale and lease transactions.
Timothy Allen, CPA, is Founder and
Managing Partner of Allen Wine Group LLP,
a wine industry advisory firm offering CFO,
controller and accounting services exclusively to
the wine industry. He has more than 20 years of
winery finance experience.
Tony Baldini, President of Hahn Family
Wines and Hahn Estates, brings decades of
wine industry experience. Prior to Hahn, he
managed luxury brands for Constellation
Wines and Jackson Family Wines, as well as the
entire range of U.S. and export wines at Don
Sebastiani & Sons.
Tammy Boatright is founder and President of
VingDirect, a firm that helps wineries grow direct
to consumer sales. Prior to founding VingDirect
in 2009, she served as the head of Foster’s Wine
Estates U.S. Direct to Consumer division.
Mark Brody, a Senior Vice President and
Manager with Umpqua Bank, currently
oversees the bank’s San Francisco Metro Market
Commercial Banking Center and its Wine
Specialty Group which caters to the wine and
vineyard industry.
George F. Coope, a partner with Ackrell
Capital LLC, has more than 20 years of
investment banking, valuation and consulting
experience with branded consumer companies
and retailers. His area of particular focus is the
alcohol beverage sector.
Ryan M. Harms, owner and winemaker at
Union Wine Company in Sherwood, Oregon,
founded Union in 2005. Quickly growing to one
of Oregon’s ten largest wineries, Union’s brands
include Underwood, Kings Ridge and Alchemist.
Dan Leese, co-founder and CEO of V2 Wine
Group, established the company in 2002. V2’s
current portfolio includes owned brands and
partnership brands, where they provide the sales
and marketing support to the marketplace.
Howard Rossbach, President and founder of
Firesteed Cellars in Rickreall, Oregon, has been
in the wine business since 1975. He has moved
from retail sales to ownership of a successful
winery and vineyards in the heart of the wine
country of Oregon.
Carl S. Saba, CVA, is a partner with Hemming
Morse LLP in the firm’s Forensic and Financial
Consulting Service Group. He has over 17 years
of experience advising companies on complex
valuation issues for litigation, mergers and
acquisitions, tax and financial reporting matters.
Jeff Stevenson is President and CEO of
VinoPRO, a 2013 and 2014 Inc 500 recipient.
VinoPRO has created a world-class platform and
company to sell, enable and understand Direct to
Consumer wine sales.
David Von Stroh is a Senior Vice President with
Zepponi & Company. He has more than 10 years
of investment banking and corporate advisory
experience that includes mergers, acquisitions,
joint ventures, and equity and debt financings.
Brian Hilliard is President of Pahlmeyer Winery. He has 23
years of experience in the wine industry, first in the Chicago
area and then in the Napa Valley. Prior to joining Pahlmeyer
in 2012, he held executive positions with Constellation Brands
and Jackson Family Wines.
Conference Information
Course Accreditation
The Seminar Group is a State Bar of California approved MCLE provider;
therefore, this course is approved for 6.25 general CLE credits. For information
or accreditation in other states, please call The Seminar Group at (206) 463–
4400 or (800) 574–4852.
Substitution/Cancellation
You may substitute another person at any time. We will refund tuition, less a $50
cancellation charge, if we receive your cancellation by Friday, October 31, 2014.
No refunds will be given after this date. Please note that if you do not cancel by the
deadline and/or do not attend, you are still responsible for payment.
Seminar Location
The seminar will be held at the Embassy Suites Napa Valley, 1075 California Blvd.,
Napa, California, (707) 253–9540. Please call the hotel for directions/questions.
14.WPSCA
PO Box 523 • Vashon, WA 98070 • 800–574–4852 • Fax 866–435–3444
Building Value in a Wine Business
November 6, 2014 • Embassy Suites Napa Valley • Napa, CA
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Attendance Fees
Pre-Order Homestudy
 Attorney
$525
 Government/ Non-Profit $425
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$425
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Call 800–574–4852 or Register Online at www.TheSeminarGroup.net
Building Value
in a
Wine Business
November 6,
2014
Embassy Suites
Napa Valley
NAPA, CA
ACCREDITATION
CA CLE 6.25 General Credits
www. TheSeminarGroup.net