‘The alcohol business is a growth industry’
Learners looking to combine their passion for exploring the world of alcohol with a career in business can turn to Centennial College’s Advanced Business Management - Alcoholic Beverages program and enter the field in just two semesters.
“The alcohol business is a growth industry,” explains Iain Chalmers, a marketing professor in the program. “Last year, Liquor Control Board of Ontario (LCBO) sales, as an example, were up six per cent. There has also been an explosion of craft beer breweries and small distilleries. Qualified people are needed.”
Having launched last September with delivery from Centennial’s satellite Eglinton Learning Site location three days a week, the program allows students the flexibility of tending to other commitments. It covers key topics such as supply chain management, accounting and marketing while also emphasizing the global regulatory framework and good corporate social responsibility.
“All of the courses, which are taught by people who are still directly involved in the alcohol industry, have practical components such as case studies,” says Chalmers. “Students also, for example, practice selling to each other, which works well because our class sizes are very small. The final course of the program is a capstone in which students have to develop a product from scratch.”
Beyond the two semesters of the offering, learners have the option of completing a third semester via a co-op stint. Another optional experiential learning opportunity, meanwhile, occurs in the form of an international trip.
“The school offers students the opportunity to complete a summer program, during which their flight and accommodation is compensated,” he says. “This year, we are going over to Belgium.”
While most grads start their careers as sales representatives, says Chalmers, they are also prepared for roles such as product and category manager, buyer, brand and retail marketer, and key account manager.