Intro to Wine™

  • Overview
  • Content & LMS
  • Pricing

Retail Operators

In the increasingly competitive market of retail wine, beer and spirits sales, small boutique shops are competing side-by-side with national grocers and big box retailers. Operators who wish to differentiate and excel in this crowded marketplace will staff their location(s) with salespeople eager to help and equipped to communicate with their patrons.


  • Consumers tend to buy a more expensive basket of goods per shopping trip when they shop for wine at food stores, producing an incremental sale of about $20, beyond the cost of the wine purchased. (Source: Infoscan)

  • Across the U.S., sales of wine represent between 2% and 12% of total food store sales revenue.

  • Two-thirds of all wine sales in the U.S. are purchased by about 26% of all wine consumers.

  • Nationally, more than 50% of wine is purchased by women, who traditionally are uncomfortable purchasing in conventional package stores. Women therefore tend to buy wine in food stores, or not buy it at all.

Source: FMI

  • Audience

    Managerial & Crew Level Staff

    Lesson 1: Wine Basics
    • How wine is made
    • How to read a wine label
    • Characteristics of Wine (Including: color and appearance, nose, fruit, taste, tannin, balance, length and finish)
  • Lesson 2: Grape Varietals
    • Detailed information about the major grape varietals of retail and commercial wine sales (including specifics of predominant flavors, aromas and styles)
    • Overview of Champagne and sparkling wine
    • How to pair wine with food
    • Popular dessert wines
  • Lesson 3: Wine-Producing Regions
    • Details provided of the major wine-producing areas of the World (supported with animated maps and illustrations)
    • Old vs. New World wines
    • Geographic characteristics and styles of regions/countries are explored
  • Lesson 4: Sales & Service
    • Demos and instructions of the correct way to open a bottle of wine and Champagne
    • Valuable tips to recommend and sell wine
  • Final Assessment
    • 20 Question Assessment
    • Randomized Question Selection from 40 Question Bank
    • 70% or Higher Required to Print Certificate of Completion
  • Learning Management System Features
    • Allows for the streamlined networking of facilities/locations across an entire company
    • Provides for seamless, real-time tracking of employee progress by Training Administrators
    • Generate reports with aggregated training information
    • Download, save and print training information- (by employee or location) to any standard spreadsheet program

Per Location Pricing

Your account will be set up and ready to use the same business day payment is received.

Intro to Wine™ is available for $349.00 per location for 1 year. For this purchase price, a location will receive access to the course for 40 number of employees as well as the benefits of the Learning Management System for record management and data storage of the operation's training statistics.

*This policy applies to operations/chains with multiple locations, as each location will be assessed an individual site license fee.