Ethica Wines Expands Wine Education Program for Professionals

Ethica Wines, an importer and distributor of premium Italian wines, is expanding its World Wine Pro program with a significant investment aimed at enhancing the expertise of trade professionals in the U.S. market. The company will allocate approximately $2 million for the 2026–2027 program cycle, focusing on immersive educational experiences.

The program facilitates direct engagement between sales and marketing professionals and Ethica's partner wineries in Italy. Participants gain firsthand knowledge of wine production, vineyard practices, and regional traditions. This experience aims to equip them with the necessary insights to effectively support distributors, retailers, and hospitality partners in their markets.

Since its inception, the World Wine Pro program has enabled over 200 professionals to visit Italy and receive training from partner wineries. The upcoming cycle plans to host at least 12 new professionals. Ethica Wines emphasizes that while technology aids their commercial capabilities, deep product knowledge and authentic storytelling remain crucial assets for building premium wine brands.