- Home
- Courses
Course catalog
25 courses. 18+ hours. One membership.
Start free with the Boot Camp, then unlock every course, masterclass and the Path to Freedom series with one membership.
Core curriculum
The courses every student works through, in order.
The Boot Camp
Where every student starts. Why you are doing this, and how to build the house your wine brand will live in.
4 lessons · 42 min · Jason McClain
Establishing the Why
The story behind McClain Cellars, and the exercise that asks you to write down your own why, history and mission.
1 lesson · 28 min · Jason McClain
Launching Your Brand
How to host your launch event, from your story and first guest list to the pour and the follow-up, and the website settings to finish before your store goes live.
2 lessons · 43 min · Jason McClain, Vito La Fata
A Vintner's Thoughts
Jason McClain interviews Vito La Fata about building La Fata Cellars, from a few acres of vineyard to a brand with its own tasting room, and the lessons and mistakes along the way.
1 lesson · 1 hr 17 min · Jason McClain, Vito La Fata
Liquor License Basics
State and federal licensing, without the expensive attorneys.
In production
Red Wine Fermentation
The art and science of red wine fermentation.
In production
Profits from Grape to Bottle
The economics of wine, from sourcing to the price on the shelf.
In production
Establishing a Profitable Brand
Positioning, story and pricing for a brand that makes money.
In production
Avoiding the Pitfalls
The costly mistakes new wine brands make, and how to avoid them.
In production
Virtual Winery Crash Course
The Virtual Winery model step by step: naming your brand, choosing your wines, your story, your bottle names, pricing and selling.
9 lessons · 1 hr 20 min · Vito La Fata
Cellar & Tasting
How to taste your wine samples properly, how to choose the wines for your collection, and what the Virtual Winery does for you.
3 lessons · 33 min · Vito La Fata
Masterclasses
Focused sessions on one topic each: compliance, inventory, clubs, events, wholesale and more.
Compliance, Licensing & Custom Crush
A session explaining the California licenses that matter to a new wine brand, how custom crush and alternating-proprietor arrangements work, and the rules for shipping and hosting events.
1 lesson · 12 min
Inventory: How Much and Where
A session on how much wine to hold and when: prepaying for inventory versus drop-shipping on consignment, and planning stock around allocations, events and flagship wines.
1 lesson · 12 min
Event & Experience Marketing Workshop
A workshop on planning a year of events and experiences for a wine brand: launch events, first-sip tastings, member parties, themed and seasonal events, and the compliance and insurance points to watch.
1 lesson · 29 min
Close the Club: The DTC Sales System
A session on running a seated tasting that is designed to turn guests into wine club members, from the materials on the table to the order of pours and the closing conversation.
1 lesson · 43 min
One Platform, Your Whole Business
A walkthrough of the all-in-one software platform built from McClain Cellars' own operations, covering club management, marketing automation, wine sourcing, events and analytics.
1 lesson · 45 min · Jason McClain
Profitability & the Wholesale Path
A session on taking a virtual winery brand into wholesale: how the three-tier system affects pricing, the stages from shiners to bulk wine to your own pallets, and the tools provided for pitching buyers.
1 lesson · 8 min
Running a Successful Club Allocation
A session on running wine club allocations: timing, the open-and-close process, member communication, and the support issues that usually follow.
1 lesson · 14 min
Selling When You're Not in the Room
A session explaining the affiliate and referral program for brand owners, drawing on the speaker's background running an online lead-generation affiliate network.
1 lesson · 8 min
The $1,000 Revenue Machine & First Sips
A session on a new brand's first revenue steps: a varied portfolio and club tiers, free 'First Sips' tastings at home or with partner venues, corporate bottles, and pricing for margin.
1 lesson · 30 min · Jason McClain
The Corporate Bottle Program
A session on selling wine to businesses as gifts, either under your own brand or with a custom label for the client.
1 lesson · 8 min
The Five C's
A short session on the mindset behind running a wine brand (courage, clarity, consistency, competency and confidence), followed by an introduction to brand authenticity.
1 lesson · 7 min
The Virtual Ambassador Program
A short session distinguishing affiliates from ambassadors in the referral program and explaining how a brand owner passes on interested contacts.
1 lesson · 5 min
Brand DNA & Marketing Architecture
A session arguing that a virtual winery's money is in its marketing, and showing how to build a brand story, positioning, a steady stream of new releases and story-driven video content.
1 lesson · 44 min
The Path to Freedom
Bonus series: mission, mindset, motivation, money and manifestation. About the Path
Mission: Find Your True Business Purpose
Start with why. A business out of line with your purpose will always struggle.
6 lessons · 1 hr 19 min · Jason McClain
Mindset: The Winning Vintner Mindset
Build the belief that you can get from where you are to where you want to be.
9 lessons · 2 hr 4 min · Jason McClain
Motivation: Build Unstoppable Drive
Keep going when times get rough, right up to the brink of real money.
4 lessons · 1 hr 6 min · Jason McClain
Money: Make Money Work for You
Cash, profit and why start-ups fail, once the mission, mindset and motivation are in place.
5 lessons · 54 min · Jason McClain
Manifestation: Getting Tomorrow's Life Today
Turn the vision into a brand, a business and a legacy.
1 lesson · 9 min · Jason McClain
Path to Freedom: Live Session Replays
Two full-length live sessions from the original Insider Success program.
2 lessons · 3 hr 10 min · Jason McClain
Start free today.
Create your account in two minutes and begin with the Boot Camp. No card needed.