Educational Seminars are available exclusively to Finger Lakes Wine Alliance winery members. For information on membership, please contact Kyle Pallischeck at

Winery members will receive an invitation to seminars 30 days prior to the event. All registration is done and fees paid via Eventbrite.


February 7, 2023

The FLWA is proud to offer this exclusive seminar to member wineries, compliments of our Premier Partner Commerce7 and in conjunction with WISE Academy and Community Benchmark.

Offered via Zoom, WISE Academy will present a seminar on Sales Skills Mastery and Building Rapport, Commerce7 will present “Growing Your DTC Sales”, and Community Benchmark will provide an overview to better understand Tasting Room metrics including AOV, conversion to purchase, and wine club. Winery tasting room and sales/marketing staff are encouraged to attend.

The goal of the program is to offer anyone engaging in sales efforts an opportunity to learn how to leverage great guest experiences into natural, helpful sales- an extension of true hospitality. Both DTC and wholesale sales staff can learn to identify buying signals, customer types, planting sales seeds, and how to close sales in a brand-appropriate way. Techniques for using storytelling, analogies, and open-ended questions, leading to better engagement, guest satisfaction will be shared.


Tentative: March and November 2023

The goal of the roundtable is to bring together FLWA colleagues and share ideas related to improving sales in the wholesale channel and discuss best practices for working with distributors. Owners and sales staff are encouraged to attend.

The March program will include panelists from outside the FLX wine industry (sommeliers, buyers, wholesale partners, etc) and the November program will be exclusive to FLWA members only.


Tentative: April 2023

The FLWA will welcome Jeremy Schubert of Lunabean Media back to the Finger Lakes again in 2023. Winery staff engaged in digital marketing are encouraged to attend the full-day workshop hosted at the Harbor Hotel in Watkins Glen.

Session content is created based on Jeremy’s first-hand experience as a marketing expert for the wine industry, and input from FLWA attendees themselves. Past topics range from the ever-changing social media climate and Google Analytic usage to email marketing trends and website best practices.


Tentative: June 2023

Each year the FLWA invites an accomplished winemaker and an expert from the trade/media to discuss a featured varietal. 2023 will feature Lemberger/Blaufränkisch with 8-10 distinctive wines to help increase familiarity with benchmark examples.

The 2023 Masterclass will again be split into two separate sessions; one for staff involved in the production of wine, and the other for all other winery personnel interested in expanding their knowledge of the grape. The goal is to help create a better understanding throughout the industry about what makes this grape so well suited for growing and wine production in the Finger Lakes.