“Certified Advisor for German Wine” – with a Focus on Wineries & Direct Sales
Seminar Format
What It's About
Denis Duhme and Michael Kugel teach the renowned seminar classic "Certified Advisor for German Wine" on behalf of the German Wine Institute (DWI). The official DWI seminar portion regularly ends on the second day at 12:00 PM.
We extend this format into two full days, supplementing it with practical content specifically tailored to the needs of wineries, cooperatives, and direct marketers.
The focus is on topics such as:
• sound and accessible customer advice in direct sales
• sensory training for describing wine
• strategic range presentation and offer communication
• building wine knowledge within the team (e.g. for cellar-door sales, trade fairs, events)
• argumentation and storytelling for different target audiences
• marketing through retail, hospitality, or online sales
Optional: A joint dinner on the topic of food pairing can be arranged on request – an enjoyable opportunity to combine theory and practice.
Completion: All participants have the opportunity to earn the official title "Certified Advisor for German Wine" (DWI) by taking a voluntary exam.
Objectives
The seminar aims to sustainably strengthen advisory skills and confident presentation within the winery – from direct marketing to interactions with trade visitors and online communication.
Participants will gain:
• comprehensive DWI expertise on climate, grape varieties, winemaking, classifications, label terminology, and food pairing
• confidence in demeanor and interaction with guests, trade audiences, and media
• storytelling skills to vividly convey the origin, style, and philosophy of their own products
• an understanding of market expectations in retail and hospitality
• inspiration for contemporary communication and sales experiences. What do sommeliers, buyers, or retailers pay attention to?
• Technically precise yet accessible wine knowledge and argumentation tools for sales conversations and trade fair appearances → so you can present your wines with competence, persuasiveness, and confidence.
A central component is the systematic tasting of typical wines from German growing regions, supported by sensory training. This highlights stylistic differences compared to international wines – an advantage for authentic advising and targeted range presentation.
After all, today's customers are looking for more than just wine – they're looking for personality, enthusiasm, and expertise. This seminar helps your team rise to that challenge – competently, authentically, and convincingly.
Content
• Germany as a wine-growing country and its 13 growing regions
• climate, winemaking, key grape varieties
• fundamentals of sensory analysis with a comparative tasting
• label terminology and wine law
• sparkling wines
• harmony of wine & food
• comparative tasting (including international wine styles)
• argumentation & storytelling for different target audiences
• tips for cellar-door sales, wine fairs, events & online sales
• customer loyalty and presentation in direct contact
• completion: voluntary test for the DWI certificate
• “Certified Advisor for German Wine” or certificate of attendance
Why this seminar is especially relevant:
Wineries are in constant contact with a range of target audiences – from specialist retailers and sommeliers to direct customers. In the winery, it’s no longer just the quality in the glass that matters – what counts is how that quality is communicated: clearly, convincingly, and tailored to the audience. Whether in direct sales, at trade fairs, at events, or in dealings with retail and hospitality – customers don’t just want to buy, they want to understand, experience, and come back.
The seminar strengthens the ability to vividly convey one’s own origin, philosophy, and style, to provide professional advice, and to actively build customer loyalty. At the same time, wineries benefit from a deeper understanding of market requirements and target audiences – an important foundation for future-oriented marketing.
Target audience
The seminar aims to sustainably strengthen advisory skills and confident presentation within the winery – from direct marketing to interactions with trade visitors and online communication.
Participants will gain:
• comprehensive DWI expertise on climate, grape varieties, winemaking, classifications, label terminology, and food pairing
• confidence in demeanor and interaction with guests, trade audiences, and media
• storytelling skills to vividly convey the origin, style, and philosophy of their own products
• an understanding of market expectations in retail and hospitality
• inspiration for contemporary communication and sales experiences. What do sommeliers, buyers, or retailers pay attention to?
• Technically precise yet accessible wine knowledge and argumentation tools for sales conversations and trade fair appearances → so you can present your wines with competence, persuasiveness, and confidence.
A central component is the systematic tasting of typical wines from German growing regions, supported by sensory training. This highlights stylistic differences compared to international wines – an advantage for authentic advising and targeted range presentation.
After all, today's customers are looking for more than just wine – they're looking for personality, enthusiasm, and expertise. This seminar helps your team rise to that challenge – competently, authentically, and convincingly.