Students, alumni, and community members recently gathered at St. Julian Winery & Distillery on Wednesday, April 17, to celebrate the ongoing partnership between St. Julian and the Bronconess program.
The Western Michigan University–based program gives students in the Leadership and Business Strategy Program the opportunity to learn by doing. At its core, the Bronconess brand empowers aspiring business leaders. Through this approach, it provides hands-on resources that allow students to market and sell wine alongside experienced industry professionals.
Following the experiential teaching philosophy of professors Dr. Derrick McIver and Dr. Douglas Lepisto, students lead all internal operations. As a result, the team manages daily business functions, including sales calls, social media marketing, event planning, budgeting, and analytics.
“Serving as the Brand Manager of Bronconess has been an incredible journey,” shares WMU student Abby Kovacevich. “The program gave me real-world experience in team leadership and business management. From hands-on sales to learning how to run a small business, Bronconess sparked my passion for a future career in sales. Overall, I am deeply grateful for the Leadership and Business Strategy Program and our partnerships with St. Julian Winery & Distillery and Imperial Beverage.”
St. Julian Winery & Distillery, Michigan’s largest and most awarded winery, supports the program by granting students access to senior leadership and production facilities. In turn, students gain insight into the full winemaking process, from production to marketing. During the celebration, St. Julian presented the program with a check totaling more than $16,000. The funds reflect earned royalties from 2023 and will support student scholarships.
“This innovative program gives students hands-on experience in entrepreneurship,” says Apollo Braganini II, President of St. Julian Winery & Distillery. “It allows them to apply their education in meaningful ways. At the same time, we are proud to support Bronconess, watch it grow, and help shape the future of these students.”
The current Bronconess wine offerings through St. Julian include a sweet raspberry bubbly and a sweet peach bubbly. Consumers can purchase these wines on the St. Julian website and in 100 retail locations across Michigan. Notably, 100 percent of profits support student scholarships.
“The Bronconess scholarship helped me achieve my educational goals,” says scholarship recipient Justin Desjardin. “It allowed me to pursue a double major in Leadership and Business Strategy and Accountancy at WMU. Because of this support, I gained valuable skills that will benefit my future career.”
Since its launch in 2018, the Bronconess program has awarded nearly $75,000 in scholarships. These funds support students who demonstrate courage and determination when facing adversity. Learn more about the Bronconess wines.
