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    Wine Personalities (3)

    Upselling in the On-premise Market

    Synopsis:

    This webinar discusses the subtle art of selling and upselling. Learn how to recommend a wine, pop that cork and sell the second bottle. Find out how to move a patron on to bigger and better things. Discover how to address the “leader” at the table without stepping on any toes. In sum, just small kernels of practical information…in a nutshell.

    Presenter: Lisa M. Airey CWE, FWS

    Lisa M. Airey, FWS, CWE, has thirteen years of experience selling wine at the wholesale level and in training both sales force and wait staff.

    She sat on the Board of Directors for the Society of Wine Educators from 1998 to 2004 and co-chaired their Corporate Wine Training Committee which authored and edited the first SWE Certified Specialist of Wine Study Guide.

    She currently serves as Director of Education for the Wine Scholar Guild. In this capacity, Lisa is responsible for designing the programs' structure and creating and updating all study materials, teaching materials and exams.

     

    Learn more about Wine by joining one of our Wine Scholar programs and embark on a Wine Study Trip.

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    Hungry for Wine: A Discussion with Cathy Huyghe

    Synopsis:

    Forbes columnist and founder of 365daysofwine.com, Cathy Huyghe is now the author of Hungry for Wine, a book that includes some things you never expected to find in a book about wine -- things like regrets, migrant labor, war, financial crises, and post-apartheid economics.

    Things, too, like following a calling, and doing something even though it makes no sense, and creating the life you imagine for yourself. Join us as Cathy shares some of the stories from her book, while also giving us some insight as to what questions have been gone unanswered in her meetings with winemakers and why she thinks that might be.

    Presenter:

    Cathy Huyghe is a dynamic media professional with a special interest in wine and the spirit of hospitality. She is also an effective, engaging public speaker on subjects ranging from wine and gastronomy to digital media and entrepreneurship.

    Cathy currently writes for Forbes.com about the business and politics of the wine industry. She is the “Wine, Unfussed” columnist at Food52.com, a community of home cooks founded by former New York Times food writer and restaurant critic, Amanda Hesser, and co-author Merrill Stubbs. And she is the Storytelling specialist for the #winelover Facebook group.

    Cathy's writing has appeared in print and online for both general-interest and wine industry publications including The Atlantic, Decanter, DailyBeast, The Boston Globe, the Washington Post, Wine Enthusiast, GlobalPost, Grist.org, and Daily Candy. She has also been featured on the BBC, WNYC, WGBH, and Nevada Public Radio.

    Cathy is the founder of 365daysofwine.com and Red White Boston, a digital media company for the wine industry. Red White Boston produced daily content, monthly tasting events, and a location-based iPhone app of video wine recommendations from their network of 30+ local partner stores. While in Boston, she also managed the wine cellar at WGBH public broadcasting station and managed wine events for donors and the public.

    Cathy’s restaurant experience started when she knocked on the kitchen door at Chez Panisse in Berkeley. She also has worked for Jean-Pierre Vigato in Paris (at Natachef bistro and at his two-star restaurant, Apicius) and for Thomas Keller at Bouchon in Las Vegas. She studied at La Varenne École de Cuisine in Burgundy, France; she completed the Wine Studies program at Boston University; and she received Advanced Certification from WSET (Wine and Spirits Education Trust).

    Cathy received a master’s degree from the Graduate School of Design at Harvard in 2004 and a second master’s degree in Journalism in 2010, also from Harvard. Before that, she received a master’s degree in comparative literature from the City University of New York in 1998 and a bachelor’s degree from Bucknell University in Lewisburg, Pennsylvania in 1995. She is also a trained mediator, and worked for two years at the Program on Negotiation at Harvard Law School on a project in the Middle East.

    In April 2008 she founded the Harvard Alumni in Wine and Food special interest group, which provides educational and networking services to the Harvard alumni and current students. She currently serves as the President of the Harvard Club of Georgia.

    Her other non-profit involvement includes the Women's Solidarity Society at the new National Center for Civil & Human Rights (Atlanta), Coach at GOTR (Girls on the Run) in Atlanta, Board Member at the Greening Youth Foundation (Atlanta), Sunday School teacher for eighth grade girls at Christ the King Cathedral (Atlanta), Board Member at The Food Project (Boston), and Mediator at the Neighborhood Justice Center (Las Vegas).

    She lives in Atlanta with her husband, their twin boys, and their Bernese Mountain dog, Coco.

    Learn more about wine with our wine study programs.

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    When Choosing a Wine Label, Women are from Hollywood and Men are from Boston

    Synopsis:

    When developing a marketing strategy for a wine, the objective is to maximize profit while providing the consumer with the highest value. In some cases, market segmentation will provide the optimal strategy. Wineries have recently segmented their markets by gender with brands such as Cupcake, Middle Sister Wines, Mommy’s Time Out, and others are targeted to females, which represent 31.5% of the 72.6MM wine consumers in the U.S.

    Using a stratified random sample of wine consumers, the researchers administered 193 surveys with the objective of examining whether or not there are differences between males and females in their evaluations of logo attractiveness. This research used the positioning research methodology to determine the features of a logo that are important to the consumer when making a purchase decision. The results of their research have marketing implication concerning market segmentation, logo design and gender differences.

    Presenter:

    Dr. Wolf earned her B.A., M.A. and Ph.D. at Johns Hopkins University in Economics.  Dr. Wolf is the Interim Department Head of the Wine and Viticulture Department at California Polytechnic State University. Dr. Wolf’s research interests examine the factors that motivate consumers to buy a particular brand of wine or food.

    She has coauthored two books on the topic of simulated test marketing and marketing new products successfully.  In addition, she has authored twelve chapters in four books examining the factors that impact the demand for food products.  Her numerous published research projects examine food and wine consumers in the United States, Australia, Italy, Spain, Ireland, Colombia, Finland and Japan.

    Her most recent contributions to the literature concern consumer attitudes toward wine labels, wine region, fair trade, wine closures, the use of social media in wine marketing and the use of technology in wine purchasing.

    Learn more about wines with the Wine Scholar Guild's study & certification program and sign up for our Wine Study Trips.

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    Successful Retail Strategies with Beverage Trade Network

    The most successful retailers create a strategy that is so different and compelling that it renders competitors irrelevant and they are written up in major business magazines for how well they implement that strategy in such a way that core customers are bonded and the competitors find it hard to copy.

    Innovative offerings from a variety of industries have attempted to create niches that were protected from competition. Brands such Walmart, Total Wine, IKEA, Binny’s Beverage Depot, Enterprise Rent-A-Car, Best Buy Geek Squad and dozens of others have been able to maintain a distinctive offering that attracts an extremely loyal customer base.

    How? Are there any common characteristics that these brands share? Although each is different with respect to strategy and context, it is possible to observe some factors that are associated with successful new retail strategies. Not all are always present but there are cases in which the absence of even one can be fatal.

    This session will be presented by Zach Milne-Haverty of Beverage Trade Network (BTN), one of the world‘s leading networks for beverage, wine, spirits and beer importers, distributors, producers and related companies.

    Learn more about wine with our wine study programs.

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    France in the International Wine Marketplace with Roger Bohmrich MW

    Highlighting the key facts and trends

    Presented by Roger Bohmrich MW

    France has been a leading actor in international wine commerce for centuries. This session summarizes France’s current position relative to other wine-producing countries and provides historical perspective. The composition of France’s external trade is discussed, focusing on regions which figure significantly in the country’s export portfolio, among them Bordeaux, Champagne, Beaujolais and Burgundy. Trends of note are evaluated as are issues faced by France in an increasingly competitive marketplace. France enjoys distinct advantages given the reputation of its wines and its longstanding role as an exporter. The country’s future success is seen as hinging on the ability to adapt to changing tastes and circumstances.

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    Wine Investment 101 with Charles Curtis MW

    Outline

    This webinar will provide an introduction to collecting and investing in fine wine, including a short history of wine collecting, an overview of the leading categories of fine wine traded on the secondary market with examples of each, and a discussion of the return on investment over time.  Categories to be discussed will include Bordeaux, red and white Burgundy, the wines of California, the Rhone Valley, Italy, Champagne and dessert wines.

    Instructor Bio:

    Charles Curtis MW is the founder of CurtisMW, a fine wine advisory serving private, trade and institutional clients with an interest in the market for fine and rare wine.

    From LVMH, where he had held the post of Director of Wine and Spirit Education for Moet Hennessy USA, Charles became Head of Wine for Christie’s in both Asia and the Americas

    In October 2004, Curtis became the 22nd Master of Wine in the United States. He is a member of the board of the Institute of Masters of Wine (North America) and continues to work on their behalf, speaking at their annual Education Seminar and helping to organize events such as the Institute’s Annual Champagne Tasting which he founded.

    He writes a regular column for the Chinese version of La Revue du Vin de France and other magazines, and has been a contributing editor to trade and consumer works on wine.

     

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    Wine Marketing Part 2 with Paul Wagner

    A new generation of wine consumers is transforming the world of wine…but wineries and their marketing efforts seem to be lagging far behind.  Join Paul Wagner as he explores this uncharted territory and discovers some surprising solutions to selling wines in the future.  And today.

     


     

    Instructor: Paul Wagner, Balzac Communications 

    Paul Wagner has been an instructor for Napa Valley College's Viticulture and Enology department for fifteen years.  In addition, he teaches at the Culinary Institute of America at Greystone and is a guest lecturer at universities throughout the world on wine history, culture, and wine marketing. His public relations company, Balzac Communications, has represented the Union des Grands Crus de Bordeaux in the USA for the past ten years.

    Paul is a founding member of the Academy of Wine Communications, a member of the nominations committee of the Culinary Institute of America’s Vintner’s Hall of Fame, and was inducted into the Spadarini della Castellania di Soave in 2005.  In 2009, he was honored with a “Life Dedicated to Wine” award at the Feria Nacional del Vino (FENAVIN) in Spain.

    Read more...

    Wine Marketing Part 1 with Paul Wagner

    A new generation of wine consumers is transforming the world of wine…but wineries and their marketing efforts seem to be lagging far behind.  Join Paul Wagner as he explores this uncharted territory and discovers some surprising solutions to selling wines in the future.  And today.

     


     

    Instructor: Paul Wagner, Balzac Communications

    Paul Wagner has been an instructor for Napa Valley College's Viticulture and Enology department for fifteen years.  In addition, he teaches at the Culinary Institute of America at Greystone and is a guest lecturer at universities throughout the world on wine history, culture, and wine marketing. His public relations company, Balzac Communications, has represented the Union des Grands Crus de Bordeaux in the USA for the past ten years.

    Paul is a founding member of the Academy of Wine Communications, a member of the nominations committee of the Culinary Institute of America’s Vintner’s Hall of Fame, and was inducted into the Spadarini della Castellania di Soave in 2005.  In 2009, he was honored with a “Life Dedicated to Wine” award at the Feria Nacional del Vino (FENAVIN) in Spain.

    Read more...

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