“Certified Consultant for German Wine” – focusing on the retail trade
Seminar Format
What It's About
Denis Duhme and Michael Kugel teach the established seminar classic "Certified Consultant for German Wine" on behalf of the German Wine Institute (DWI). This official seminar component is provided by the DWI and regularly concludes at 12:00 PM on the second day of the seminar.
We are extending this format to two full days and supplementing the compact specialist knowledge about Germany as a wine-growing country with practical content specifically tailored to the retail trade.
The focus includes:
• effective placement and shelf maintenance
• sales promotions and customer events
• competent advice in direct customer consultations
• sales promotion through storytelling and specialist knowledge
Optional: On the evening of the first day, a group dinner on the topic of food pairing can be organized – a delightful opportunity to combine theory and practice culinarically.
Conclusion: At the end, there is the opportunity to acquire the official title of "Certified Consultant for German Wine" (DWI) by passing a voluntary examination.
Objectives
The seminar aims to sustainably increase sales and contribution margins in wine sales, strengthen consulting competence, and specifically enhance the value of the wine department.
Participants acquire sound specialist knowledge and practical confidence for a professional, customer-oriented appearance in sales and consulting situations.
In addition to the DWI basics – on climate, winemaking, grape varieties, classifications, label language, and food pairing – the seminar conveys practical content specifically for the retail trade: from handling within the department and assortment design to placement and effective customer engagement.
A particular focus is placed on systematic tasting: using typical representatives of German wine-growing regions, the stylistics of various grape varieties are sharpened. Sensory classification not only supports the understanding of typicality but also the differentiation from international wines – a key competence for professional advice in the retail trade.
After the seminar, you will be able to communicate with wine-savvy clientele on an equal footing – competently, convincingly, and with strong sales skills.
Content
• Germany as a wine country and its 13 wine-growing regions
• Climate, winemaking, most important grape varieties
• Basics of sensory analysis with comparative tasting
• Label language and wine law
• Sparkling wines
• Harmony of wine & food
• Comparative tasting with international wines
• Wine selection and shelf maintenance
• Customer events centered around wine
• Additional sales and secondary placements in the market
• Conclusion: Voluntary test for the DWI certificate
• “Certified Consultant for German Wine” or certificate of attendance
Why this seminar is particularly relevant:
German wines enjoy above-average attention in the retail trade. However, simply structured brand-name wines are no longer sufficient today to convince a demanding clientele – they stand in direct price and quality comparison with competitors.
Higher-quality wine grades require sound specialist knowledge. Participants learn to:
• explain the connection between origin, site, and wine stylistics
• categorize current developments such as new Landwein regions, future grape varieties, and legal declaration requirements
• interpret labels correctly
• understand climate-related changes in wine production
Target audience
The seminar aims to sustainably increase sales and contribution margins in wine sales, strengthen consulting competence, and specifically enhance the value of the wine department.
Participants acquire sound specialist knowledge and practical confidence for a professional, customer-oriented appearance in sales and consulting situations.
In addition to the DWI basics – on climate, winemaking, grape varieties, classifications, label language, and food pairing – the seminar conveys practical content specifically for the retail trade: from handling within the department and assortment design to placement and effective customer engagement.
A particular focus is placed on systematic tasting: using typical representatives of German wine-growing regions, the stylistics of various grape varieties are sharpened. Sensory classification not only supports the understanding of typicality but also the differentiation from international wines – a key competence for professional advice in the retail trade.
After the seminar, you will be able to communicate with wine-savvy clientele on an equal footing – competently, convincingly, and with strong sales skills.