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For the Introduction To Fine Wine manual - …

Overview Introduction To fine wine (2002) Gallo s Introduction To fine wine manual was developed to provide advanced product knowledge training for retail sales representatives after they have mastered the basics of their initial job assignment. In other words, this manual should be introduced to the trainee after he or she has demonstrated sales and merchandising proficiency and has become a successful Gallo sales representative (typically after approximately six months of successful sales experience). The manual is equally applicable to on-premise sales representatives (except, perhaps, for Chapter 11: The fine wine Retailer. ) However, since advanced fine wine product knowledge is essential to even early success as an on-premise sales professional, the manual should be introduced at a much earlier time in the trainee s initial training. Much of The Introduction To fine wine manual is very Gallo specific, that is, it provides a great deal of information about how fine wines are typically made at Gallo.

Introduction 1-3 Objectives After reading this chapter you should understand and be able to explain: • The purpose, objectives, and content of the Introduction To Fine Wine manual.

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Transcription of For the Introduction To Fine Wine manual - …

1 Overview Introduction To fine wine (2002) Gallo s Introduction To fine wine manual was developed to provide advanced product knowledge training for retail sales representatives after they have mastered the basics of their initial job assignment. In other words, this manual should be introduced to the trainee after he or she has demonstrated sales and merchandising proficiency and has become a successful Gallo sales representative (typically after approximately six months of successful sales experience). The manual is equally applicable to on-premise sales representatives (except, perhaps, for Chapter 11: The fine wine Retailer. ) However, since advanced fine wine product knowledge is essential to even early success as an on-premise sales professional, the manual should be introduced at a much earlier time in the trainee s initial training. Much of The Introduction To fine wine manual is very Gallo specific, that is, it provides a great deal of information about how fine wines are typically made at Gallo.

2 However, it also provides a good grounding in some of the more universal aspects of fine wine , including their evaluation, Global production and traditions, history, and selling fine wines to fine wine retailers. The manual is not overly technical or complex, but it certainly was not designed as a easy to read superficial overview of the world of fine wine (it was written for those committed to becoming Gallo fine wine sales professionals, and not for Dummies. ). Anyone reading the manual for the first time would benefit significantly from a thorough discussion of each chapter with his or her supervisor or trainer immediately after reading each chapter. The Introduction To fine wine can add significant value to any sales representative s professional development by being used in one of three ways: 1. As the basis for a chapter-by-chapter read and discuss on-job-training resource as mentioned above. Keep in mind that this approach requires the supervisor/trainer to bring life and discipline to the training to make sure that the desired learning takes place.

3 2. As a part of the formal reading pre-assignment for Gallo provided basic fine wine seminar training (four half day Introduction To fine wine seminar series). 3. As the basis for a self-instructional training program (eight basic learning blocks ) when used interchangeably with Gallo training videos to illustrate key topics, , Vine To wine II. This approach should only be used with highly committed trainees who are hungry for knowledge/skills that will accelerate their professional development and who are sufficiently disciplined to make the most of this type of self-instructional program. Distributor Use of the Introduction To fine wine manual Basic (foundation level) fine wine training is a high training priority for the Winery. If you, as the responsible Field Marketing Manager, determine that any of your training oriented distributors (distributors who conscientiously use Gallo provided training material) do not have a sufficient number of these manuals to meet their legitimate training requirements, you should review the situation with the Regional Manager of Training & Recruiting (RMT&R) responsible for your region.

4 The Self-Instructional Program Guide (11 pages plus two copies of a four page form) is also provided as a content link for the Introduction To fine wine manual . If you feel strongly, after reading the Guide, that you would like to try using this approach in one or more of your markets, contact the appropriate RMT&R to obtain the two video cassettes (or a DVD) that are used to support the program. Note to RMT&Rs: The cassettes can be ordered at minimal expense from Multimedia Services (Ext. 14821). Ask for duplication of: Introduction to fine wine : Self-Instructional Video, Cassettes 1 and 2 (or the corresponding DVD). They should be charged to the local BU. E. & J. GALLO WINERY Introduction To fine wine manual 2002 E. & J. Gallo Winery All Rights Reserved Protection of Copyrighted Materials This Introduction To fine wine manual belongs to J. Gallo Winery. It is intended only for use by employees of J.

5 Gallo Winery and distributors authorized to sell Gallo products. Employees of E. & J. Gallo Winery and authorized Gallo distributors may reproduce any portion of this manual for their own use. No portion of this manual may be reproduced for any other purpose or disclosed outside of E. & J. Gallo Winery or authorized Gallo distributors without permission in writing from: E. & J. Gallo Winery Legal Department Box 1130 Modesto, CA 95353 The Introduction To fine wine manual was developed for E. & J. Gallo Winery by: The Elkind Group 1024 Anza Boulevard San Francisco, CA 94118 415-876-8402 Introduction 1-1 Chapter 1 Introduction Welcome to this Introduction To fine wine manual from the E. & J. Gallo Winery. The fact that you are reading this manual means that you are probably a sales representative who has already had a considerable amount of experience selling wine . But most of that experience has involved selling table wines that are not considered to be " fine wines.

6 " And even though you may have also had some experience selling more expensive table wines, you probably don't yet consider yourself a wine specialist who can talk comfortably and confidently with a fine wine retailer. That's about to change. Congratulations! Because by taking the time to read and study this manual you are making a valuable and exciting investment in your own professional development. Why is it valuable? Because fine wines represent an increasingly important part of your distributor's overall wine sales. So by becoming more knowledgeable about fines wines especially the fine wines we produce at our Gallo of Sonoma winery you are positioning yourself for greater success as a sales professional in the wine industry. Why is it exciting? Because, as you'll soon discover, fine wine is a fascinating subject that extends beyond the bounds of history and geography. For centuries, fine wines have graced the tables of world leaders and have accompanied the celebration of historic victories, treaties, and accomplishments.

7 Today, people around the world enjoy fine wine as the perfect complement to dining, socializing, and relaxing. And the winemaking industry has become truly global in scope, extending beyond the "Old World" of Europe to the "New World" of North and South America, Africa, and the Pacific. So welcome to the world of fine wine . And welcome to the Introduction To fine wine manual . 1-2 Introduction Overview This chapter is divided into two parts: Introduction To This manual Introduction To fine wine Let's briefly preview each of these parts. An Introduction To This manual The first section of this chapter is designed to provide you with a basic understanding of the design and purpose of this Introduction To fine wine manual . In order to help you maximize your learning and get the most out of the manual , we'll provide you with an understanding of these topics: The purpose of this manual . Gallo's commitment to your training.

8 The contents of this manual and the organization of each of the chapters. Two ways you can use this manual to support your personal and professional development. An Introduction To fine wine The second section of this chapter is designed to provide you with a basic foundation and context for understanding the chapters that follow. We'll consider these topics: What is a " fine wine ?" We'll explain what we mean by the term " fine wine " and how " fine wines" are different than other wines. We'll also provide a brief overview of the process of making fine wines. What is the market for fine wines? We'll look at a profile of the consumers who enjoy fine wine . And we'll examine some of the ways that their buying decisions may differ from the decision-making process of consumers who are looking for less expensive wines. Introduction 1-3 Objectives After reading this chapter you should understand and be able to explain: The purpose, objectives, and content of the Introduction To fine wine manual .

9 Gallo's commitment to your training and professional development. How to use this manual to maximize your learning. What a " fine wine " is and how " fine wines" are different than other wines. The general process that is used to produce fine wine anywhere in the world. The fine wine marketplace and the general characteristics of the consumers who buy fine wines. 1-4 Introduction Key Terms As you read this chapter keep an eye out for these terms. By the end of the chapter you should understand and be able to explain all of them. Aging Alcohol Fermentation Bottling And Binning Complexity Crush And De-Stem fine wine Fining And Filtering Harvest HPC Malolactic Fermentation MPC Press Style Ultra-Premium Varietal Winemaker Notes IMPORTANT NOTE: As you read through this chapter be sure to check your understanding by answering the questions at the end of every section. You can write your answers on a separate piece of paper or on any answer sheets that your trainer has provided.

10 If you write your answers you will learn the material more quickly and more thoroughly. And you'll also create your own quick reference guide that you can use to review the key points of the chapter. If you're not sure how to answer any of the questions, re-read the preceding section to find the necessary information. Make sure you can answer all of the questions before you continue. Introduction 1-5 Introduction To This manual The purpose of this Introduction To fine wine manual is simple and straightforward: to provide you with the knowledge, the skills, the tools, the strategies, and the confidence to sell Gallo wines to fine wine retailers. During the time that you have been working as a sales representative you may have already experienced a great deal of success selling table wines. If so, that's great. But as you begin to learn about fine wines, be sure to keep in mind these important points.


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