The activity is about training and delivering contents and knowledge of Wines of Chile and involves the realization of 4 dinners for the sales force of the SAQ, in key markets. This activity is fundamental to educate regarding the attributes and aspects of differentiation of the offer. These executives are the ones who will later stimulate the sale in monopoly stores. This activity is focused on the premiunization of the category towards wines on CAN $ 15 as well as updating the knowledge of the buyers towards the category. It is expected to be able to train between 180-200 wine consultants / employees, to present 10 wines per dinner. The activity will be measured according to the number of employees trained, the results of a survey of buyers at the end of the activity and the analysis of Chilean sales.