April 28, 2026 (Paso Robles, CA) — As distributor consolidation and market volatility continue to disrupt the wine and spirits industry, M. Learning Academy is hitting the road to help brands reclaim control. Today, co-founders Amanda Wittstrom Higgins and Peter Baedeker announced a multi-city community tour and executive briefing series designed to demystify the modern three-tier system and provide C-suite insights for owners, executives, and emerging leaders.
The tour kicks off in May 2026, offering both virtual and in-person sessions across key regions including the Texas Hill Country, Santa Barbara Wine Country, and Paso Robles. These events serve as a call to action for beverage professionals who are ready to move beyond “surviving” the wholesale channel and start driving consistent, profitable results.
Winning is a System, not a Secret
In an era where supplier teams are leaner and distributors are more selective, many brands feel sidelined by the complexity of national distribution. M. Learning Academy was founded on the principle that wholesale success is not the result of “inside secrets,” but rather the application of a disciplined, repeatable system. M. Learning Academy also works from the reality that DTC and wholesale shouldn’t be seen as different worlds, but as an ecosystem where success in one channel feeds the other. The academy’s inaugural course “Mastering the Wholesale Channel” approaches wholesale success not as a choice, but a necessity for premium wineries seeking to scale or get back on track.
“I’ve spent my career in wine and spirits wholesale, from the front lines as a supplier to being the President of a major CA distributor,” says Peter Baedeker, Co-Founder of M. Learning Academy and Principal of Baedeker Wine. “The principles and systems we teach at M. Learning Academy are fundamental. Brands that follow this system achieve far better outcomes.”
“We see a learning gap right now within wine companies of all sizes, and we want to help bridge that gap by teaching the fundamentals through proven learning platforms,” says Amanda Wittstrom Higgins.
Complimentary Sessions & Exclusive Attendee Benefits
In the spirit of community and industry growth, these executive briefings are complimentary to attend; however, space is strictly limited at each venue to ensure an impactful, high-level dialogue.
As a gift for those committed to professional growth and mastering the channel:
- Every attendee will receive a $250 coupon toward the M. Learning Academy’s flagship “Mastering the Wholesale Channel” course.
- A live drawing will be held at each location, where one lucky attendee will leave with a full scholarship to the course.
Upcoming Tour Dates & Locations
- Texas Hill Country (Virtual): Wednesday, May 20, 2026 | 10:00 AM – 11:00 AM (CST)
- Santa Barbara Wine Country: Wednesday, May 20, 2026 | 3:00 PM – 4:00 PM (PST) (Dierberg Vineyard Tasting Room)
- Paso Robles Wine Country: Thursday, May 21, 2026 | 10 AM – 11AM (PST) (AgWest Farm Credit)
REGISTER HERE: https://www.mlearningacademy.com/events
Empowering the Next Generation of Leaders
M. Learning Academy functions as a scalable mentorship platform, bridging the “knowledge gap” within organizations. By providing practical tools—such as market pricing calculators and competitive set templates—the Academy equips producers with the financial fluency and operational rigor necessary to compete in today’s market.
“This is the information every winery owner, executive or emerging leader needs to know,” says Amanda Wittstrom Higgins, Co-Founder and Principal of Full Cup Solutions. “This will make you a far better operator and business.”
About M. Learning Academy
M. Learning Academy is a professional development platform dedicated exclusively to the beverage industry. Led by C-suite operators with decades of experience, the Academy provides high-impact courses and tools designed to strengthen performance and profitability within the three-tier system.
