In the film Field of Dreams, a quiet voice whispers a simple promise: “If you build it, he will come.”

The idea was never really about baseball. It was about creating something meaningful and trusting that the right people would be drawn to it.

The wine industry is standing at a similar crossroads.

For decades, wineries have operated on a simple assumption: make great wine, tell a compelling story, and consumers will come. Craft the product. Earn the accolades. Build the brand.

But the next generation of wine consumers is telling us something different.

Gen Z, now entering legal drinking age and shaping the future of hospitality, is not primarily seeking bottles to collect or scores to chase. Many say they are looking for something more fundamental: connection, community, and places where they can gather with friends away from the constant pull of the digital world.

In other words, they are looking for a third space.

For winery owners, executives, and Direct-to-Consumer leaders, the opportunity ahead is clear. The wineries that thrive in the next decade will not simply sell wine.

They will build environments people want to return to again and again.

The Cultural Shift Toward the Third Space

Sociologist Ray Oldenburg coined the term “third space” to describe places outside of home (the first space) and work (the second space) where people gather, socialize, and build community.

Historically, cafés, pubs, parks, and neighborhood gathering places served this role.

Today, many of those spaces are disappearing. At the same time, research consistently shows younger consumers are actively searching for places that offer authentic in-person experiences.

Polly Hammond of 5forests recently explored this concept in her research on hospitality and the evolving role of gathering spaces. Her work highlights that younger consumers are increasingly drawn to environments that foster belonging, discovery, and shared experience rather than traditional transactional retail models.

Wine has a natural role to play here.

Not as the center of attention.

But as the facilitator of connection.

Experience Over Possessions
Young consumers are leading the shift toward the experience economy, prioritizing memorable activities over physical goods.

Spending on experiences such as events, travel, and entertainment has surged as younger consumers increasingly value connection and memories over material accumulation. (Source: Forbes – The Experience Economy and Gen Z)

Implication for wineries:
Wine may be the product, but the experience surrounding it is what people are truly buying.

Why Traditional Tasting Rooms May Not Resonate

Many tasting rooms today were designed around the priorities of previous generations of wine consumers.

Baby Boomers often approached wine through collection and cellar-building. Wine clubs offered access to allocations and rare releases.

Gen X and Millennials often engaged through scores, prestige, and discovery, influenced by critics, publications, and the excitement of finding the next great bottle.

Those models built extraordinary businesses.

But they were built for a different moment.

• Gen Z consumers often approach wine with different motivations:
• They value experiences over possessions
• They seek casual, social environments
• They want places where they can gather with friends without intimidation
• They are curious about wine but less interested in long-term cellar collecting

When tasting rooms feel designed primarily for previous generations, younger consumers may simply conclude that wine spaces – and wine clubs – are not built for them.

That is not purely a product problem.

It is a relevance problem.

Physical Experiences Still Matter
Despite growing up online, 61% of Gen Z prefers discovering new products in physical spaces rather than online. (Source: PwC Consumer Insights Survey)

Implication for wineries:
Tasting rooms remain one of the wine industry’s greatest strategic assets, but is also one of its most underleveraged for brand strategy.

The Liquid Matters Too

There is also an important nuance in conversations about Gen Z and alcohol consumption.

Yes, some younger consumers are exploring moderation or lower-alcohol options.

But they are also in an age defined by discovery.

When many older generations entered wine, very few began with ultra-premium wines. They started with accessible entry points that allowed them to explore, learn, and develop their palate over time.

That raises an important question for wineries today:

Are we creating those same entry points for this generation?

Exploratory flights, accessible wines, social tastings, and relaxed formats can all serve as a welcoming on-ramp into the category.

The goal is not to dilute wine.

The goal is to invite curiosity.

Gen Z Is Value Conscious

79% of Gen Z consumers report waiting for sales or promotions before making purchases. (Source: PwC Global Consumer Insights)

Implication for wineries:
Accessible experiences and flexible membership structures can lower barriers to entry.

Designing the Winery as a Third Space

If wineries want to attract younger consumers, the conversation must shift from product to environment design.

What would it look like to create a space people want to visit regularly with friends?

• Some possibilities include:
• Comfortable lounge areas for casual hangouts
• Community tables that encourage conversation
• Flexible indoor and outdoor gathering spaces, built around analog experiences
• Programming focused on discovery and participation
• Environments where guests feel comfortable staying longer

In this model, wine becomes the shared medium of connection rather than the sole focus of the visit. The trick is finding something on brand that connects to the analog world.

Real-World Experiences Are Making a Comeback

Gen Z increasingly seeks authentic, tangible experiences to balance digital life. (Source: First Event Experience Economy Research)

Implication for wineries:
Community-driven environments may resonate more than traditional tastings.

Rethinking the Wine Club as a Community

Wine clubs have traditionally revolved around shipments.

But what if the club of the future was designed around community and experience?

Forward-thinking wineries are already experimenting with expanded membership models.

Social Memberships
A lower-commitment membership focused on access to experiences rather than required wine purchases.

• Benefits might include:
• Invitations to monthly gatherings
• Access to members-only events
• Preferred pricing on wine and experiences
• A digital wallet usable for tastings, events, or food pairings

These models can complement traditional wine clubs while opening the door for younger consumers.

Tasting rooms remain one of the wine industry’s greatest strategic assets, but is also one of its most underleveraged for brand strategy.

Community-Centered Events
Events that encourage shared participation help transform wineries into gathering places.

• Examples include:
• Supper clubs
• Vinyl listening nights
• Vineyard yoga or fitness classes
• Analog game nights
• Wine and book clubs
• Creative workshops
• Local artist showcases
• Seasonal harvest gatherings

The common thread is simple:

The winery becomes a place to gather, not just a place to taste.

The Generation to Watch
Gen Z spending is projected to surpass Baby Boomer spending globally by the end of this decade. (Source: McKinsey Consumer Insights)

Implication for wineries:
Engaging this generation now is essential for long-term growth.

Turning Hospitality Into Growth

For Direct-to-Consumer teams, these ideas translate directly into measurable outcomes.

• When guests return regularly:
• Revenue per visitor increases
• Wine club conversion becomes more natural
• Long-term relationships develop

This is where the WISE Triple Score becomes especially powerful.

• Every guest interaction presents three opportunities:
• Ask for the order
• Invite the guest to join the appropriate club or membership
• Capture contact information to continue the relationship

Frontline hospitality teams play a critical role here. Creating an inviting space is only part of the equation.

Teams must confidently invite guests to stay connected so those first visits can grow into lasting relationships.

Practical Steps Wineries Can Take Now

• For wineries beginning to think about attracting younger consumers, consider a few guiding questions:
• Evaluate your environment
  Would a group of 25-year-olds feel comfortable spending an afternoon here?
• Expand entry points
  Consider social memberships or experience-based clubs alongside traditional shipments.
• Create recurring events
  Consistency builds community and gives guests a reason to return.
• Train your team
  Hospitality should feel welcoming, curious, and conversational.
• Capture the relationship
  Make sure every guest interaction includes an invitation to stay connected.

The Opportunity Ahead

The wine industry does not lack great wine.

What it needs are places where people want to gather.

The next generation of wine consumers will not be built solely through distribution channels or critic scores.

They will be built through experiences that create belonging.

When wineries design environments that foster curiosity, friendship, and community, something powerful happens.

People return.
They bring friends.
They become members.

They build traditions.

In the end, the message from Field of Dreams still holds true.

If we build it thoughtfully, with the next generation in mind, they will come.

Wine Industry Sales Education (WISE), the leading provider of Direct-to-Consumer (DTC) sales education, leadership coaching, and certification for the wine industry, today announced the launch of WISE Public Speaking Pathways, a new suite of live, practice-based public speaking courses developed in partnership with Clear Communication Academy (CCA).

Designed specifically for winery professionals, WISE Public Speaking Pathways delivers role-based communication training across every level of the organization, from frontline tasting room staff building confidence with guests, to managers and winemakers representing the winery publicly, to executives speaking with influence and authority.

With both live Zoom and in-person options, the program offers flexible access for individuals and organizations to select the experience that best aligns with their goals, team structure, and growth initiatives.

“Strong communication is not a ‘nice to have’ in today’s DTC environment. It is foundational to sales, brand, and long-term customer relationships,” said Lesley Berglund, Co-Founder of WISE. “Whether it’s a tasting room conversation, a winemaker dinner, or a leadership presentation, wineries need a consistent, compelling brand message delivered with confidence at every level. This partnership allows us to equip teams, from frontline to executive leadership, with the skills to communicate with clarity, authenticity, and impact.”

The curriculum blends WISE’s proven sales and hospitality frameworks with CCA’s globally recognized communication methodology, creating a highly practical, immersive learning experience grounded in real winery scenarios.

WISE is launching the pathway with two core courses:

WISE #120: Public Speaking Fundamentals 

Designed for frontline winery staff, this program focuses on the core skills of clear and confident communication. Participants learn how to structure messages, speak comfortably with guests, and deliver engaging explanations of wines, tastings, and experiences. Through guided practice and feedback, participants develop the confidence to represent their winery with clarity and professionalism.

WISE #221: Public Speaking for Managers 

Managers and supervisors often serve as the bridge between the winery team and the public. This program expands foundational speaking skills with a focus on storytelling, helping managers communicate the winery’s story, philosophy, and experiences in ways that resonate with guests, partners, and industry audiences. Participants learn how to deliver clear messages, tell meaningful stories, and speak with confidence in leadership situations.

Additional courses, including an in-person advanced workshop and a program designed specifically for winemakers, will be introduced throughout the year, further expanding the pathway to meet the evolving communication needs of winery teams.

Clear Communication Academy (CCA) brings a proven, globally recognized approach to communication that focuses on clarity, connection, and impact. Led by founder LaQuita Cleare—a seasoned communication strategist, keynote speaker, and former media professional—CCA combines psychology, performance, and Hollywood storytelling techniques to help professionals communicate with intention, strengthen credibility, and inspire action. Drawing on decades of experience working with executives, entrepreneurs, and global teams, CCA’s approach emphasizes real-world application in high-stakes moments, powered by CCA’s proprietary Engagement Code™ a methodology designed to turn communication into meaningful audience engagement. As she shares, “What excites me most about this partnership with WISE is helping wine professionals translate their expertise into communication that truly connects—whether sharing the stories behind their wines or speaking in ways that engage and inspire audiences.”

WISE Public Speaking Pathways reinforces a critical industry need: transforming everyday communication moments into opportunities to build connection, strengthen brand, and drive measurable DTC outcomes.

Courses within the WISE Public Speaking Pathway are now open for enrollment, however, spots are limited. Register now for WISE #221 (beginning April 28) or WISE #120 (beginning May 14) to equip your team with the communication skills that directly impact sales, club growth, and long-term customer relationships.

About Wine Industry Sales Education (WISE)
Wine Industry Sales Education (WISE) is the leading provider of Direct-to-Consumer (DTC) sales training, leadership development, and certification for the wine industry. Through live courses, coaching, and Mystery Shopping programs, WISE helps wineries build strong leaders, healthy teams, and successful businesses.

About Clear Communication Academy (CCA)
Clear Communication Academy (CCA) is a global communication and storytelling training company helping professionals communicate with clarity, confidence, and impact. Through a unique blend of psychology, performance, and storytelling techniques, CCA equips individuals and organizations to connect with audiences and inspire action.

When the Super Bowl and Olympics approach, we celebrate the performance we see on the field. What we don’t see is the year-round conditioning, repetition, and skill-building that made that performance possible.

Winning teams don’t train only when the lights are brightest. They train all year long. The same principle applies to winery DTC teams.

Downtime Is Where Advantage Is Built
Periods of slower visitation or economic uncertainty can feel like a signal to pause. But research shows that the opposite approach separates leaders from laggards.

A landmark study published by Harvard Business Review analyzed more than 4,700 companies across multiple recessions. The findings were striking: “Only 9% of companies emerged from recession stronger than before.”

Even more telling: “Companies that balanced cost discipline with continued investment in people and capabilities recovered faster and gained market share.”

Training Is a Growth Strategy, Not an Expense
Organizations that pulled back hardest on training struggled to regain momentum. Those that stayed committed to skill development entered recovery phases with sharper teams and stronger results.

In Winery DTC, that advantage shows up as:

• Higher conversion to purchase rates
• Stronger club conversion
• Better data capture for engagement beyond the tasting bar
• Higher measurable guest satisfaction scores

Training during slower cycles isn’t about staying busy. It’s about conditioning. It is about strength training.

What WISE Teams Are Focusing On Right Now
We’re seeing wineries use this moment to build both new capabilities and refined mastery:

Building new skills

• SMS strategy that drives response through WISE #117 DTC Text Messaging Professional 
• Outbound phone sales with confidence and structure via WISE #116 Outbound Phone Sales Professional 
• Roadshow events that convert relationships into revenue by WISE #222 Roadshow Events

Sharpening existing skills

• Advanced tasting room selling through WISE #121 Advanced Tasting Room Professional
• Managers are developing their people leadership soft skills and financial acumen in WISE #201 Management Core
• More consistent guest experiences across teams

Going deeper with onsite coaching

• Custom training aligned to each winery’s goals
• Live observation and real-time coaching
• Practical skills teams can sustain long after we leave

This spring, WISE is also launching WISE Public Speaking Pathways, a NEW suite of live, practice-based public speaking courses designed for winery professionals at every stage of their career. From frontline staff building confidence with guests, to managers and winemakers representing the winery publicly, to executives speaking with influence and authority, each course is tailored to the real communication demands of the role. With virtual and in-person options, Public Speaking Pathways allows individuals and organizations to select the experience that best fits their needs – without a one-size-fits-all approach.

Why Acting Now Matters
Training calendars fill quickly, and the wineries securing time now are positioning themselves ahead of the curve.

Waiting until traffic returns often means:

• Less time to train
• More pressure on staff
• Missed revenue during peak moments both in the tasting room and beyond

The teams that invest now are doing exactly what high-performing organizations do in every industry: preparing before demand returns.

A Final Thought
Championship teams don’t train during the game. They train so the game feels familiar.

The same is true for your tasting room.

This is the season to condition, refine, and strengthen your team — so when the crowd returns, you’re already performing at your best.

WISE and Enolytics are officially partnering up—and we couldn't be more thrilled about the benefits and value that this partnership will bring our clients and colleagues. Together, we aim to redefine how wineries turn data into action—improving sales execution, revenue outcomes, and long-term customer relationships.

“This partnership is about empowering winery teams to succeed, even in headwinds,” said Cathy Huyghe, co-founder & CEO of Enolytics. “By aligning Enolytics’ insights with WISE’s sales expertise, we’re helping wineries move faster from insight to ROI. The WISE team is so well-respected and intelligent, plus they are simply interesting and fun people to spend time with.”

Lesley Berglund, WISE co-founder & chairman, went on to add “Data becomes impactful when leaders know how to use it. This partnership with Enolytics allows us to ground sales training in real customer behavior and data insights. That’s where visibility, confidence, and action align to drive measurable improvements in sales performance.”

Read the full press release here.  

We proudly announced the recipients of the inaugural WISE Rising Stars Scholarships during a live presentation at the DTC Wine Symposium last week, celebrating the next generation of DTC wine industry leaders in front of more than 500 winery professionals.

As one of the event’s original sponsors, WISE continues to invest in the Symposium’s mission of education, collaboration, and forward‑thinking leadership. The Rising Stars Scholarships extend that commitment—supporting people, developing leadership, and strengthening the DTC community across the industry.

The Rising Stars Scholarships received an overwhelming response from across the country. The strength of applications prompted Commerce7 to step in and match one of the scholarships, allowing WISE to expand the program and support additional recipients.

Join us as we raise a glass towards this year's recipients!

Kelsey Gomes is the DTC Marketing Manager at Lange Twins Family Winery & Vineyards. Upon receiving the WISE Rising Manager Scholarship, she noted she is proud of the work she does at LangeTwins Family Winery and Vineyards, building a successful wine club and DTC business while connecting customers with the stories behind the wines they love. Through the industry-specific education and mentorship offered by WISE and the Rising Star Manager Scholarship, she hopes to accelerate her development as a leader so she can empower her team, create meaningful experiences for customers, and help shape a strong future for the business and the industry.

Ivy Thompson is the DTC Manager at Center of Effort Winery in Arroyo Grande, and is also earning her MBA at Cal Poly. She told us her career has been shaped by strong mentorship, community, and a passion for hospitality. Through WISE, she looks forward to expanding her strategic impact by strengthening her data-driven and marketing skill set in an ever-evolving industry.

Giselle (Gigi) Panaigua is the Sales and Engagement lead at Emeritus Vineyards in Sebastopol. She is quoted as saying:
"My approach to winery DTC blends thoughtful strategy with authentic guest connection—because great wine experiences should feel as good as they taste. WISE represents the next step in growing as a leader and contributing to the future of the wine industry"

Zoe Lucas is the DTC Manager at Black Ankle Vineyards, located in Frederick Maryland. She shared "I am incredibly excited to have received this scholarship and am looking forward to all that WISE has to offer, and can't wait to bring what I learn back to Maryland!"

In addition, earlier this month, we were pleased to announce a special WISE Scholarship in partnership with the Texas Hill Country Wineries. Awarded to Michelle Padilla, a Global Hospitality Leadership student at the University of Houston, she was bit by the wine bug at her Wine Appreciation course with Dr. Taylor. She reflected that she became "Much more interested in learning about wine and how it reflects the people and culture behind it...my eyes were opened to the growing potential of the Texas wine industry and made me want to be a part of its future."  

To our five scholarship recipients Kelsey, Ivy, Gigi, Zoe and Michelle: we see you. We celebrate you. And we can’t wait to see where your paths lead next!

WHY: We believe a rising tide lifts all boats and that the wine industry deserves strong leaders, healthy teams, DTC mastery and winery success.

HOW: We serve by continually raising the bar for professionalism and leadership in the wine industry. We provide opportunities for experiential learning that changes behavior.

WHAT: We are wine industry leaders in professional development, focused on both DTC & General Leadership. We provide Relevant Classes, Mystery Shopping, Coaching, Consulting and Cabinet Programs.

At WISE, we offer a variety of courses, workshops, and coaching that are interactive and hands-on to help enhance your skills and advance your career.

Courses are designed to deliver take-home value using real-life, relevant examples through a combination of lecture, group exercises, and role play, these classes build on existing skills and teach best practices for meeting the demands of today’s changing DTC marketplace.

Courses are live – offered in-person and remotely – so that attendees gain ideas and insights as well as access to a community of their peers. With a true understanding of the value of our attendees’ time, our courses are succinct, efficient and targeted, covering maximum material in a minimum of time.

Visit us at the Unified Wine & Grape Symposium, booth 233, for more information and get started on your wine industry career today.

Ten years of data show execution, not traffic, is the defining factor in DTC success

As wineries navigate softer tasting room traffic, rising costs, and heightened pressure on Direct-to-Consumer performance, a new white paper from WISE underscores a critical industry truth: sustainable DTC growth is driven less by volume and more by consistent execution inside the tasting room.

The report, The Tasting Room Benchmark Report: 10 Years of Mystery Shopping Insights, draws on more than a decade of WISE Mystery Shopping data, analyzing 6,000+ real guest experiences across U.S. regions, winery sizes, and business models. The findings point to a persistent gap between strong hospitality and the behaviors that most directly influence revenue, loyalty, and lifetime value.

WISE Mystery Shopping evaluates tasting room performance using a consistent, behavior-based framework that measures both hospitality and sales skills across more than 80 observable criteria. These insights roll up into overall guest satisfaction and three actions proven to drive results: asking for the sale, presenting the wine club with relevance, and capturing guest contact data. Collectively known as the WISE Triple Score, these behaviors represent the measurable link between hospitality and long-term DTC success.  While most teams excel at creating welcoming experiences, the data shows these high-impact actions are often uneven or overlooked.

“Mystery shopping has evolved significantly over the past decade,” said Jennifer Warrington, Partner at WISE and Operations Manager for the Mystery Shopping initiative since its inception in 2012. “What began as a simple feedback tool has become one of the most effective ways for wineries to understand how their training, culture, and leadership show up in real guest interactions. The most successful wineries use this data not to critique their teams, but to coach them.”

According to the white paper, wineries that treat mystery shopping as a development and accountability tool, rather than a compliance exercise, see measurable improvements in average order value, club sign-ups, close rates, and post-visit engagement. The most consistent gains occur when results are shared transparently with teams and paired with ongoing coaching.

The research also reinforces a key industry insight: guest satisfaction alone does not guarantee financial performance. The wineries that outperform, even in challenging conditions, are those that intentionally connect hospitality to sales behaviors and follow-up, embedding these practices into daily operations rather than relying on individual talent or intuition.

“Winery metrics tell you what is happening, but mystery shopping helps explain why. This data gives leaders a shared language,” Warrington added. “It helps managers move from instinct to insight, and from anecdotal feedback to actionable coaching. It helps keep teams focused on continuous improvement.”

The full white paper outlines foundational hospitality behaviors, tactical execution strategies, and benchmarking insights drawn from a decade of real-world observations, offering winery leaders a clear framework for turning everyday guest interactions into long-term business results.
The white paper is available at wineindustrysaleseducation.com.

Sonoma wineries and tasting rooms are navigating a challenging year - softening visitation across the county paired with rising pressure to sustain revenue, club performance, and long-term guest engagement. And yet, across Community Benchmark’s dataset, the top 20% performing wineries are doing more than adapting… they’re excelling.

So what are these leaders doing that others aren’t?

Join WISE Chairman Lesley Berglund and Community Benchmark Founder John Keleher for a complimentary, interactive, data-driven session built specifically for Sonoma wineries. We’ll spotlight the behaviors, strategies, and decisions that set top performers apart - whether they’re growing qualified traffic, generating more revenue beyond the tasting room, or strengthening loyalty in ways that directly impact the bottom line.

You’ll gain a clear, practical breakdown of the trends that matter most, the best practices emerging from the top 20% performing wineries, and the actionable moves you can take to apply these lessons at your own winery - so you can beat the trends, not just ride them out.

If you want real data, real stories from those in the trenches, and real strategies that work in today’s shifting environment, this session is for you.

Come learn, share, strategize… and sip. Bring a bottle and join the conversation. Register here.

Join WISE Partner Liz Mercer, RedChirp Cofounder Jennie Gilbert, and a special winery guest for a forward-looking session on one of the biggest challenges in DTC wine sales: capturing guest information and consent. In-person tastings are among the richest — but often the most underutilized — sources of customer data, and wineries need fresh tools and strategies to grow their lists, stay connected after guests leave, and drive incremental revenue in today’s challenging landscape. 

We’ll introduce an innovative new approach featuring customizable guest check-in forms, seamless integrations, and thoughtful opt-in processes that helps wineries collect actionable data from more visitors while maintaining a great guest experience. You’ll leave with practical guidance on implementation, staff adoption, creative incentives, and goal tracking, giving you a powerful new approach to grow your lists and revenue. 

Register here.

Wine Industry Sales Education (WISE) is proud to announce the launch of the WISE Rising Star Scholarship Program, three professional development scholarships designed to invest in the people shaping the future of the wine industry.

Now in its 16th year supporting winery DTC, WISE continues its commitment to helping winery professionals grow through hands-on education, coaching, and certification. The new scholarships support both emerging professionals and rising managers who demonstrate heart, hustle, and a commitment to excellence. Recipients will be recognized at the 2026 Direct to Consumer Wine Symposium, held in Monterey California January 20-22, 2026.

Two Tracks, One Goal: Empowering DTC Growth
Rising Star Professional Scholarship (Value: $1,275) One Available.

For individuals new to the wine industry or early in their DTC journey.

Includes:

• WISE #111 Tasting Room Professional OR WISE #113 Wine Club Professional
  • WISE #116 Outbound Phone Sales Professional
• WISE #117 DTC Text Messaging Professional

A total of 30 hours of foundational, skill-building training focused on guest experience, communication, and sales confidence.

Rising Star Manager Scholarship (Value: $2,050) Two Available.

For emerging managers, supervisors, and team leads ready to expand their impact.

Includes:

• WISE #201 – Management Core Foundation, which is 21 hours of People Leadership and Winery DTC financial acumen
  • WISE #211 Tasting Room Management OR #213 Wine Club Management – channel specific management coursework
• WISE #205 DTC Metrics – for all DTC Channels

A total of 45 hours of advanced leadership, team performance, and cross-channel strategy.

Both scholarships offer flexible scheduling through live, interactive Zoom sessions offered in multiple cohorts throughout the year, allowing the recipients to select the timing that works for their busy schedules.

Why It Matters

“Our industry thrives when we invest in people,” says WISE Partner Liz Mercer. “These scholarships help us recognize and support both new talent and emerging leaders who are committed to improving the guest experience, driving performance, and elevating our industry as a whole.”

How to Apply

Applications open November 10 and close December 1, 2025.
Recipients will be notified December 15, 2025, and recognized at the upcoming Direct to Consumer Wine Symposium.

Applicants are asked to submit a short form, résumé, one letter of recommendation, and an essay tailored to their chosen track.

More Information: Full details and application process is found here – WISE

Apply for Scholarship: Apply here, please indicate which scholarship the application is for.

Questions: Info@WineIndustrySalesEducation.com

About the Selection Committee: Lesley Berglund, WISE Co-Founder and Chair, is joined by Erin Kirschenmann, Managing Editor of WineBusiness, Kasey Helt, DTCWS Steering Committee Member with WISE Partners Jennifer Warrington and Liz Mercer. Together, they will select the three recipients of the scholarships.

Let’s raise a glass—and raise up the people who make this industry exceptional.