Napa, CA (November 12, 2025) — Wine Industry Sales Education (WISE) is proud to announce the launch of the WISE Rising Star Scholarship Program, three professional development scholarships designed to invest in the people shaping the future of the wine industry.
Now in its 16th year supporting winery DTC, WISE continues its commitment to helping winery professionals grow through hands-on education, coaching, and certification. The new scholarships support both emerging professionals and rising managers who demonstrate heart, hustle, and a commitment to excellence. Recipients will be recognized at the 2026 Direct to Consumer Wine Symposium, held in Monterey California January 20-22, 2026.
Two Tracks, One Goal: Empowering DTC Growth
Rising Star Professional Scholarship (Value: $1,275) One Available.
For individuals new to the wine industry or early in their DTC journey.
Includes:
- WISE #111 Tasting Room Professional OR WISE #113 Wine Club Professional
- WISE #116 Outbound Phone Sales Professional
- WISE #117 DTC Text Messaging Professional
A total of 30 hours of foundational, skill-building training focused on guest experience, communication, and sales confidence.
Rising Star Manager Scholarship (Value: $2,050) Two Available.
For emerging managers, supervisors, and team leads ready to expand their impact.
Includes:
- WISE #201 – Management Core Foundation, which is 21 hours of People Leadership and Winery DTC financial acumen
- WISE #211 Tasting Room Management OR #213 Wine Club Management – channel specific management coursework
- WISE #205 DTC Metrics – for all DTC Channels
A total of 45 hours of advanced leadership, team performance, and cross-channel strategy.
Both scholarships offer flexible scheduling through live, interactive Zoom sessions offered in multiple cohorts throughout the year, allowing the recipients to select the timing that works for their busy schedules.
Why It Matters
“Our industry thrives when we invest in people,” says WISE Partner Liz Mercer. “These scholarships help us recognize and support both new talent and emerging leaders who are committed to improving the guest experience, driving performance, and elevating our industry as a whole.”
How to Apply
Applications open November 10 and close December 1, 2025.
Recipients will be notified December 15, 2025, and recognized at the upcoming Direct to Consumer Wine Symposium.
Applicants are asked to submit a short form, résumé, one letter of recommendation, and an essay tailored to their chosen track.
More Information: Full details and application process is found here – WISE
Apply for Scholarship: Apply here, please indicate which scholarship the application is for.
Questions: Info@WineIndustrySalesEducation.com
About the Selection Committee: Lesley Berglund, WISE Co-Founder and Chair, is joined by Erin Kirschenmann, Managing Editor of WineBusiness, Kasey Helt, DTCWS Steering Committee Member with WISE Partners Jennifer Warrington and Liz Mercer. Together, they will select the three recipients of the scholarships.
Let’s raise a glass—and raise up the people who make this industry exceptional.
About WISE
Founded in 2008, Wine Industry Sales Education (WISE) is the leading provider of Direct-to-Consumer (DTC) sales education, leadership coaching, and certification for the wine industry. Through data-driven insights, dynamic workshops, and real-world best practices, WISE empowers winery teams to elevate performance, grow revenue, and build long-term guest loyalty.
About Direct To Consumer Wine Symposium
Don’t miss the 2026 DTC Wine Symposium, January 20-22, 2026, in Monterey, CA—this is the wine industry’s premier event for modern DTC marketing, sales strategies, and networking. Connect with DTC professionals from both inside and outside the wine business to gain fresh insights on technology, optimizing e-commerce, and engaging effectively with today’s broad spectrum of wine consumers. Featured keynotes include Elaine Chukan Brown, Duskie Estes, and Louis Monoyudis—hands-on 90-minute bootcamps and over 35 in-depth sessions.
Register now: https://dtcwinesymposium.com/