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

www.frenchwinesociety.org/redeem

Coupon Code: DEMO

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