Learn 15 minutes each day: the recipe of a Wines and Spirits professional to boost sales and skills

How can you create a vibrant learning culture in a world where excellence is a daily requirement? This is the challenge a leading international luxury group, renowned for its iconic wine and spirits Houses, has successfully met. Through quarterly category-specific expertise campaigns, the Sales Education department has combined pedagogy, agility, and commercial performance. The results speak for themselves: up to +24% sales growth on products supported by training campaigns, and a 96% certification rate across more than 1,300 learners. By leveraging Teach Up, the training team has industrialized engaging and measurable upskilling campaigns, while sparking the desire to learn among employees who are frequently on the move, have diverse profiles, and live at a fast pace. This collaboration demonstrates how learning can become a concrete driver of performance, with the insights of Clémentine T., Commercial Experience Director, and Sabrina H., Commercial Excellence Senior Education Manager.

Clémentine T: We are part of a leading global luxury group, renowned for its expertise in wines and spirits. Each of our Houses is recognized worldwide for its heritage, its terroir, and the unique artistry and excellence of its products. Within our commercial division, our mission is to develop the capabilities of our teams so they can elevate our brands with clients and partners, while giving them the opportunity to grow their careers. For us, training is a strategic pillar of performance.

Sabrina H: Within our Commercial Excellence team, our salespeople need to master both the specifics of brands and categories, as well as advanced sales techniques. Our ambition is twofold: to strengthen their expertise while fostering a true learning culture. They represent exceptional Houses, yet they operate in a highly competitive environment. It is therefore essential to provide them with the right tools, at the right moment, in formats that seamlessly fit into their daily routines.

Clémentine T: “Brand Up” is our signature format and represents the creation of an internal brand designed to support our sales and marketing teams. Each quarter, we roll out a learning campaign focused on a specific category: whisky, cognac, champagne, rosé, and so on. Over five days, teams engage in 15 minutes of daily learning, accessible on mobile, tablet, or desktop. It has become our mantra: “one learning a day keeps the sales all the way,” which we translate as one learning per day for consistent daily sales! The more we understand each category and its brands, the better equipped we are, and the more we sell. This is the philosophy of Brand Up: putting product knowledge at the service of commercial performance. The results are highly encouraging: +4% sales growth in the whisky category, +5% for cognac, and up to +24% for rosé. We have demonstrated that developing skills generates a measurable commercial impact.

Sabrina H: We needed a simple, mobile, and intuitive tool that could offer adaptive learning without making content creation more complex. Teach Up ticked all those boxes. Its ready-to-use design allowed us to focus on pedagogy rather than formatting. We even learned to use the platform completely independently. In just three days of collaborative work, we created our first “Brand Up” campaign and laid the foundations for a model that we now replicate across all categories.

Clémentine T: We work hand in hand with the trainers and experts from our Houses. They define the objectives and content, and then we build the modules in Teach Up. It’s a collaborative process, with several iterations to fine-tune both the substance and the format. Some experts have even been trained on the tool to create their own learning capsules.

Sabrina H: This has had a very positive impact: they discovered the power of digital learning and truly embraced it. Teach Up has made the design process accessible to everyone.

Clémentine T: Everything starts with curiosity. We often kick off our modules with a provocative question or a playful quiz: “Myth or reality?” or “How well do you know your House?” Then comes the visual and interactive content: timelines, image hotspots, and short anchoring quizzes. The goal is to engage the learner from the very first minute. Each capsule lasts about 15 minutes and includes 7 to 8 questions: a short and simple format, with learning games that adapt to each individual’s pace.

Sabrina H: It’s a real advantage. We like the principle of rephrasing a question from a different angle when a learner makes a mistake. It strengthens retention without creating frustration. Employees appreciate this progressive and concise format: they know that in just a few minutes, they will retain the key points. In the end, it’s not only the Teach Up tool that they enjoy, but also the entire communication around the training program.

Clémentine T: Because good content alone isn’t enough, you need to give it visibility. The success of a campaign relies as much on education as on communication. We’ve learned that adoption isn’t just tied to the quality of the tool, but to how you deploy it and showcase the learning experience.

Sabrina H: Before every launch, we work on a real internal communication strategy: teasers, visuals, manager messages… You need to create the desire to learn, not just announce a new training. We promote our learning paths the same way we would promote a product.

Clémentine T: This marketing-driven approach to learning has completely transformed the way training is perceived internally: employees look forward to campaigns, talk about them with each other, and come back from one edition to the next. Today, our programs are not only followed, they are truly experienced.

Clémentine T: We evaluated our campaigns using the four levels of the Kirkpatrick model, across 1,319 participants, 74% of whom came from sales and marketing teams.

• Reaction: A very high NPS (+85), a strong indicator of satisfaction.
• Learning: 100% of learners reported feeling more confident in their category after completing the program.
• Behavior: A certification rate of 96%, with only one attempt allowed.
• Results: Tangible and sustainable sales increases, reaching up to +24% in certain categories.

It is a great source of pride to see training become a measurable performance driver.

Sabrina H: Teach Up has allowed us to scale our training campaigns without ever compromising on creativity. Our teams have fully embraced the platform and turned it into a true playground for learning innovation.

Clémentine T: Today, training is no longer seen as an obligation but as an engaging and rewarding experience. For us, the greatest reward is seeing our employees learn with enthusiasm and witnessing the tangible impact of that learning in the field.