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Michael Yurch to lead Wine Retailing Seminar at Sonoma State

February 24, 2014 10:26 AM


Michael Yurch to lead Wine Retailing Seminar at Sonoma State

Michael Yurch, recently of Sherry-Lehmann, will bring his expertise and perspective on the market to Sonoma State University during the Wine Retailing Seminar on March 13, 2014.

The seminar will explore product concept and price positioning for sustained success, traditional distribution and distributor relations, direct-to-consumer management, core products and line extensions, public and press relations, and key account targeting and management.

When it comes to retailing, Michael Yurch is one of the nation's foremost industry leaders. With 33 years of experience, his professional portfolio includes 17 years as President and Buyer of the respected New York retailer, Sherry- Lehmann.  Yurch's comprehension of wine, buying and industry involvement make him a desired speaker at engagements around the world.

Yurch has appeared on Burt Wolf's "Travels and Traditions" PBS program, "The Splendid Table" on NPR and the "Joey Reynolds Show", as a voice of wine commentary.

His recognitions include title of Chevalier de l'Ordre des Coteaux du Champagne in 2002, Retailer of the Year Award from the Manhattan Chamber of Commerce in 2007, and an induction into the Italian Trade Commission's Italian Wine Hall of Fame in 2011.

Most recently, Yurch established a new venture, the Bluest Sky Group, an organization of marketing professionals that has extensive experience in product development and distribution within the U.S. market and wine industry.

With the expertise of Michael Yurch, the Bluest Sky Group, and the Sonoma State Wine Business Institute, this Wine Retailing seminar will blend industry experience with the tools necessary in today's competitive environment.

Date: March 13, 2014, 8am - 12pm
Fee: $180; if you register by March 6th, the fee is $150
Sonoma State Campus, Schulz Information Center 1121

More Information


Contact Jessica Heing, or 707.664.3347 with questions.

About Sonoma State University's Wine Business Institute
Sonoma State University's Wine Business Institute is located in the heart of California wine country and was created through a public-private partnership between the university and the wine industry. Founded in 1996, it is the first program in the United States to offer undergraduate and graduate degrees focused exclusively on the business aspects of the wine industry. In addition to its academic programs the Wine Business Institute offers an array of seminars and certificates. Its faculty members are published experts, active researchers, and requested presenters on pressing industry topics.  The Wine Business Institute operates within Sonoma State's School of Business and Economics, a fully accredited AACSB institution.  Learn more at


Contact SBE
Contact SSU
Sonoma State University School of Business and Economics. Reach.
1801 East Cotati Avenue, Rohnert Park, CA, 94928 • 707-664-2377 16963