The “Connoisseur’s Eye”: how wine-savvy customers see your wine department.
Seminar Format
What It's About
The image transfer from good wine advice to other product categories is desirable. But who really knows what's on the shelf? With this interactive workshop, we want to provide confident insight and a clear overview of the wine department. Many employees have no clear idea of what is actually on offer at the point of sale. This doesn't refer to the products themselves, but to what exactly is in the bottle. A sleek, cool package catches our eye, but what does a wine connoisseur see behind the glittering "bottle facade"? How can the wide variety of different products be meaningfully and expertly distinguished? Does it all sound complicated? No - we'll locate the "beacons" on our shelves and learn plenty of new things, such as: What does VDP mean, who is behind ECOvin, what do the many labels for organic, Fair Trade, Fair Choice, and more actually mean?
Objectives
Your employees will develop a trained eye for labels and quality, and will also be able to identify which products are worth the extra effort with customers and at the checkout. Their knowledge will drive additional sales, as they will also learn how and where to find all the information they need to make the wine department more exciting for your customers.
Content
- Everything about quality and origin
- Who produces what? Producer/bottler structures
- Label literacy: classifications and the fine print on the back label
- Labels that make connoisseurs’ hearts beat faster
- Workshop “Which wine goes with what?” – finding meaningful add-on sales in-store
- What’s needed for a wine tasting/wine event with customers in-store
Target audience
Your employees will develop a trained eye for labels and quality, and will also be able to identify which products are worth the extra effort with customers and at the checkout. Their knowledge will drive additional sales, as they will also learn how and where to find all the information they need to make the wine department more exciting for your customers.