Paso Robles, CA – June 11, 2025 – In response to the mounting uncertainty and disruption in the wine and spirits wholesale channel, respected industry leaders Peter Baedeker of Baedeker Wine and Amanda W. Higgins of Full Cup Solutions announce the launch of “DRIVE: Take Control of Your Wholesale Future.” This innovative course is designed to empower producers with the strategic tools, digital marketing know-how, and real-world frameworks needed to navigate and thrive in today’s volatile wholesale environment.
The “DRIVE” course was built for producers feeling overwhelmed or sidelined by recent seismic changes in the market. Drawing on decades of experience across wholesale tiers, Baedeker and Higgins deliver a highly practical program focused on helping brands proactively shape their wholesale future.
“Many producers feel like wholesale success is a secret no one ever told them,” says Amanda W. Higgins, who helped build Ancient Peaks Winery from launch to 85K+ case sales before founding Full Cup Solutions. “This is the course I wish I’d had starting out. It’s 30 years of strategic insight condensed into actionable, high-impact sessions.”
Offered virtually, the course combines expert-led instruction, small-group collaboration, and personalized coaching to deliver comprehensive learning experiences. Strategic sessions provide valuable insights into national distribution management and proven tactics for gaining control within the three-tier system. Participants will explore advanced digital marketing strategies designed to strengthen customer relationships and will gain access to practical, industry-tested tools such as pricing calculators and dynamic sales templates. Higher-tier courses delve deeper into inventory and financial management techniques, equipping businesses to enhance long-term profitability and minimize risk.
“This isn’t just theory — it’s a response to what’s happening now,” adds Peter Baedeker, former President of The Henry Wine Group. “The California wholesale shakeup should be a wake-up call for both emerging and established brands. This course helps producers stop reacting and start leading in all of their markets.”
A free introductory session launches June 19th, with the full five weekly-course series beginning July 1. The free session will cover the topics and tools that course participants will receive including market pricing calculators; digital tools for implementing DTC best practices in trade/three-tier sales; and financial models. Early registration is strongly encouraged, as space is limited to preserve a high level of individual support and engagement.
Three program tiers — “The Basics,” “Level Up,” and “Get it Done!” — accommodate a range of needs, from core skills to deep-dive coaching and implementation. All levels include intensive 90-minute core sessions, while advanced tiers offer 1:1 coaching and activation support to ensure applied outcomes.
The free introductory session launches June 20, with the full five weekly-course series beginning July 1. Early registration is strongly encouraged, as space is limited to preserve a high level of individual support.
To learn more or register for DRIVE, visit https://www.fullcupsolutions.com/drive-wholesale-course
About Full Cup Solutions & Baedeker Wine
Full Cup Solutions and Baedeker Wine are strategic advisory and coaching firms dedicated to advancing the success of wine and beverage companies. They provide high-impact leadership and insight at a fractional cost, guiding brands through change, growth, and complexity with clarity and confidence.
