Wine Hospitality #102 - Wine Industry Sales Education
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Wine Hospitality #102


Course Overview

This eight-hour class is (split over two half days) where attendees new to the wine industry (but perhaps not new to hospitality and customer service) will gain a better understanding of the nuances specific to wine hospitality to get them up to speed quickly selling wine and wine clubs, as well as learning how to translate superb customer service into natural, effective sales.

The training includes:

  • Wine Industry Concepts and Terminology – learning about wine vocabulary and how wine is made
  • Direct-to-Consumer Sales Standards – selling wine and wine club memberships, and capturing contact data
  • Wine Tastings and Service Standards – how to present, pour, and describe wine

Instructor(s): Liz Mercer
Cost: $400
Prerequisite: None

Course Content

Time: 8 hours

Curriculum is empty

Upcoming Schedule


Having grown up in the Napa Valley, Liz always knew it would be her forever home. She spent eight years in the mid west (Detroit), before coming home to roost. With a unique background having a degree in Finance & Business Management, and 18 years’ experience in Direct to Consumer Experience marketing, she approaches the multiple needs of the business balancing the business and guest needs. Her career includes time with Diageo and Pernod Ricard, followed by nearly six years with Gallo, and to a small family owned luxury brand. Liz is now the General Manager of Bluxome Street Winery, an urban winery located in the SOMA neighborhood of San Francisco. Liz can relate to the challenges faced by large, publicly traded wineries, corporate family owned wineries, and to smaller family owned brands. That breadth of experience has allowed Liz to see how different strategies work for different brands and implement the right solution. She is also an active contributor and instructor for the WISE Academy, which seeks to grow the skills of DTC professionals and managers at all levels across the country.


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Who should take this course?

This course is designed for  new hires from the retail, restaurant and  hotel industries , bringing them up to speed on  the differences in wine hospitality,  to help them bridge the gap. It is ideal  for those seeking a broader wine business perspective, increased wine tasting confidence, and consumer sales effectiveness. It is appropriate for those with limited wine product knowledge or wine industry experience who are seeking a position in the wine industry.