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The Value of Wine Education By: Lisa M. Airey, FWS, CWE Director of Education French Wine Society.

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Presentation on theme: "The Value of Wine Education By: Lisa M. Airey, FWS, CWE Director of Education French Wine Society."— Presentation transcript:

1 The Value of Wine Education By: Lisa M. Airey, FWS, CWE Director of Education French Wine Society

2 There are lots of ways to teach/sell…

3 Gratitude Factor

4 Walking in Someone Elses Shoes

5 Fistful of Dollars

6 Teach/Sell from a Position of Strength

7 In order to teach…learn

8 Time Well Spent

9 Enter…stage left

10 How do you make a splash…

11 Events that teach, plus, plus 600 in attendance $30,000 in French wine sold thru Calvert-Woodley

12 April in… $16,000 in French wine sold

13 New World vs. Old World Four times: $10,000 in French wine sold Each time!

14 Ramping it up… In 2 years: 1,500 students Classes: $65 ea.

15 Grands Vins Series Tutored Tastings Tickets: $ $3-5,000 in French wine sold per evening

16 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

17 The thirst for knowledge is… an unending journey!

18 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

19 Bricks and Clicks! Program Providers Online Format

20 Coupon Code: DEMO

21 Vintage 59 Robert Kacher Selections Boisset Family Estates Diageo Chateau & Estates Kobrand Maisons Marques et Domaines Palm Bay Imports Pasternak Vineyard Brands Wilson Daniels Louis Latour Inc Endorsements

22 "Education is the cornerstone of wine appreciation. With the French Wine Scholar study and certification program, 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 & Communication Maisons Marques & Domaines

23 Wine Education = Win

24 Education is Sales!


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