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Wise Academy Celebrates 10 Years With $1000 Giveaway, New Leadership Forum And Services

Posted on September 13, 2018

Wine Industry Sales Education Academy (WISE), the first education, training and certification program dedicated solely to direct-to-consumer (DTC) sales and marketing in the wine industry, is ringing in its 10-year anniversary with a 10-week giveaway of $100 class credits. Beginning on Wednesday, September 19 -- #winewednesday, WISE will post a wine sales tip on its four social media pages: Facebook, LinkedIn, Twitter and Instagram. Fans who like or comment with additional feedback or ideas will be entered into a random drawing, and one weekly winner will be announced on Thursdays. The $1000 giveaway will end with the final winner announced on Thursday, November 22.

Chairman and Co-Founder, Lesley P. Berglund, comments: “Our whole goal – the reason we exist, is to help grow the next generation of leadership in the wine industry with standards-based curricula and consulting. When we began offering classes in 2008, DTC was in its infancy and today it is the primary driver of success for many wineries. We are proud to mark our 10-year milestone with the launch of WISE Cabinet, a leadership forum to continue our work of evolving best practices and better decision making for the wine industry.”

The WISE Cabinet is a network of invitation-based leadership forums designed to blend peer professional learning and support with the best of WISE leadership development programs. The WISE Cabinet mission, inspired by Berglund’s 20 years of personal experience participating in executive leadership forums, is to drive the next generation of best practices and leadership development in the wine industry. Various Cabinet categories (for winery owners, executives and for managers) are offered to match peer member needs. Each Cabinet will include 10 to 12 peer members plus a certified WISE moderator who will meet regularly to create a trusted environment designed for growth through better decisions making and leadership development. The WISE Cabinet program will commence in Northern California, and the Academy hopes to introduce forums in other WISE wine regions in the near future. Participation includes access to curated relevant content in collaboration with Harvard Business School. Those who would like to be considered for Cabinet membership may express interest on the WISE website.

WISE also recently introduced customized coaching packages for winery clients so that they may continue to develop best practices, measure results and elevate their company service standards. These include on-site and telephone delivery for executive coaching, change management, brand audits, organizational development, compensation, benchmarking and research and analysis. Since 2008, WISE has served over 6000 students and 600 wineries, completed more than 4000 mystery shops, developed 75 eight-hour days of content and developed 20 courses and certification programs. WISE has also worked with 15 industry trade associations to provide professional development for their winery members.

Berglund concludes, “We are really only at the beginning of what can be accomplished by treating winery customers with the platinum rule: the way they wish to be treated.” This year in addition to its Cabinet, WISE will continue developing new DTC curricula for its classes and onsite coaching with additional emphasis on general management and leadership development.

Wine Industry Sales Education (WISE) Academy is the first wine industry education, training and certification program dedicated solely to direct-to-consumer (DTC) sales and marketing. Founded in 2008 to offer DTC training and certification, WISE has evolved to include custom coaching services such as research and analysis, mystery shopping, and staff development based on winery client demand. Chairman Lesley P. Berglund, a Napa-based wine industry DTC pioneer, leads a team of ten experts in their respective fields who deliver a comprehensive, standards-based curriculum for wine industry professionals in Northern and Central Coast California, Oregon, Washington, New York, New Zealand, Canada and beyond. A complete course catalogue and services descriptions are available online at


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