Dr. David Muhleman

The-Wine-Educator    WINE & SPIRITS EDUCATION AND CONSULTING SERVICES FOR THE CONSUMER AND THE PROFESSIONAL

Wine Classes

Most of you have reviewed my website and know I teach wine classes. I believe the more you know about wine, the better you will be at selecting your next bottle of wine, whether it be in a store or a restaurant.

Be careful between a “wine class” and a “wine sales” class. You can usually tell the difference if there is a sheet to order the wines at the end of the class. I understand retailers use “wine tasting” and “wine classes” to introduce students (customers) to the wines they want to sell.  If you are going to a wine tasting, go with the understanding that this is a sales incentive to get you to buy a wine which you have tried.

I buy many wines from wine tastings, and go with the idea that I’m going to get to “try before you buy", but these are not “wine classes” in my opinion; they are sales opportunities.

A “wine class” should teach you about a region, or varietal, or style of wine. You could have a “wine class” on a particular winery, but only if you are talking about something special at this winery, and not showcasing their wines. Wine classes should be educational, not sales opportunities. Wine classes are also usually sponsored by educational institutions and you pay a fee (tuition) to learn something.

Wine tastings are sponsored by wineries and distributors and may charge a tasting fee to offset the costs of the wine. So look to see who is sponsoring the “wine class” before you sign up. Wine is getting to be BIG business and more and more people want to learn about wine, but be careful who you are learning about wine from. Not only should you find out if it’s a “real” class and not simply a sales opportunity, but you should find out the credentials of the teacher teaching the class.

If the “teacher” is a representative of a winery or distributor and has limited academic credentials, you’re in for a sales presentation and not a wine class. Credentials to look for are Society of Wine Educators, Wine and Spirits Education Trust (WSET), the Court of Master Sommelier, Masters of Wine, or university credentials such as UC-Davis wine programs. You would be surprised at the number of people teaching wine classes that have never completed an academic class in the study of wine.

Years of experience do count for something, but if you are going to attend a “class,” find out the credentials of the teacher teaching the class. (I often ask my waiter where they learned about wine. If you are going to listen to their recommendation, you ought to understand what they know about wine – or don’t know). The point is that “wine classes” are popping up all over, and no one is controlling the credentials of the teachers teaching the class.

In more than 50% of the “classes” they are salesmen selling their product.  If you know you are going to a sales presentation; then go with full knowledge of what you are attending. But, if you are in an honest search to learn more about wine, ask the Instructor where they went to “wine school” and what credentials they have which make them a “wine teacher.”

As least know what you are getting for your money.

Until next time, drink good wine.