Across five cities in Denmark, Winelab Agency organized a national seminar series on behalf of Wines of Germany, targeting hospitality and sommelier students with a hands-on introduction to German wine. The initiative aimed to strengthen future sales and visibility by engaging directly with the next generation of on-trade professionals.
On behalf of Wines of Germany, Winelab Agency coordinated a national seminar tour targeting hospitality and sommelier students across Denmark. The aim was to deliver focused wine education directly at hospitality schools.
The seminars were led by wine educator Mads Jordansen and held in Copenhagen, Aarhus, Odense, Aalborg, and Silkeborg. Each session combined theory with guided tastings and was adapted to fit the schools’ existing teaching schedules.
This initiative was made possible through Winelab Agency’s close relationships with hospitality schools and teaching staff across the country. By working in direct dialogue with instructors, we ensured that both format and content matched the students’ level and curriculum. The selection of wines was curated to reflect the breadth of German wine available on the Danish market and to support a hands-on learning experience.
Kold College:
Mads has been visiting Kold College combining German wine in theory and tastings. The students were very impressed by Mads because of his great knowledge and pedagogical approach. You get the impression that Mads loves German wines and he communicates it very well. Mads is good at interacting and he always provided answers that everyone understood. We would very much like if Mads paid us a visit again. The wines that Mads brought, were all great representatives for Germany and were also a broad collection of wines – and we were especially excited about that Riesling wasn’t the only grape in focus.
Palle Brolykke Bøgely
Teacher, Kold College, Odense
Hotel & Restaurant – College360 Silkeborg:
At the Hotel and Restaurant School in Silkeborg, we have greatly enjoyed Mads Jordansen's communication of the world of wine, including an introduction from Wines of Germany where the subject teacher team last participated in a presentation in Aarhus. Mads has an incredible ability to communicate wine-technical elements in a noncomplex manner and he always creates great value for our students and business network with his professional competencies.
Our experience with Mads is that, not only is he very competent, but he is always 100% prepared and updated. As a speaker, he is able to include the participants in the presentation and tastings by creating an environment for both the most and least experienced wine enthusiasts. This has only brought positive feedback from our students and other participants. The cooperation with Mads Jordansen contributes to our ambitions of being one of Denmark’s best Hospitality Management schools and extends and increases our knowledge about relevant subjects that can be used in practice.
Per Søndergaard
Instructor – Hospitality Management – WSET Level 3 Award in Wines
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