the value of wine education by: lisa m. airey, fws, cwe director of education french wine society
TRANSCRIPT
The Value of Wine Education
By: Lisa M. Airey, FWS, CWE
Director of Education French Wine Society
There are lots of ways to teach/sell…
Gratitude Factor
Walking in Someone Else’s Shoes
Fistful of Dollars
Teach/Sell from a Position of Strength
In order to teach…learn
Time Well Spent
Enter…stage left
How do you make a splash…
Events that teach, plus, plus
600 in attendance$30,000 in French wine sold thru Calvert-Woodley
April in…
$16,000 in French wine sold
New World vs. Old World
Four times:$10,000 in French wine sold
Each time!
Ramping it up…
In 2 years:1,500 studentsClasses: $65 ea.
Grands Vins Series
Tutored TastingsTickets: $75-150$3-5,000 in French wine sold per evening
Special Lectures:
Robert Kacher Burgundy Event: 70 people attended$8,000 in wine sold
Paradou Champagne Event:40 people attended$13,000 in champagne sold
The thirst for knowledge is…
an unending journey!
Scholar: a learned person (especially in the humanities); someone who by long study has gained mastery in one or
more disciplines
Courtesy of wordnet.princeton.edu
FWS
Bricks and Clicks!
Program Providers
Online Format
Vintage 59Robert Kacher SelectionsBoisset Family EstatesDiageo Chateau & EstatesKobrandMaisons Marques et DomainesPalm Bay ImportsPasternakVineyard BrandsWilson DanielsLouis Latour Inc
Endorsements
Endorsements
"Education is the cornerstone of wine appreciation. With the French Wine Scholar study and certificationprogram, the French Wine Society provides priceless support to the trade and consumers alike. We cannot thank them enough for their total dedication and enduring commitment.“
Xavier Barlier VP Marketing & CommunicationMaisons Marques & Domaines
Wine Education = Win
Education is Sales!
www.frenchwinesociety.org