亚洲葡萄酒学院–大师级精炼课程.PDF

Asia Wine Academy –A guide to wine mastery 亞洲葡萄酒學院 –大師級精煉課程 OVERVIEW 概略 One of the highlighted features this year at the Hong Kong International Wine and Spirits Fair is the debut of the Asia Wine Academy, where both wine professionals and the public can learn from noted Masters of Wine. The Academy is co-organised by HKTDC and the Hong Kong Polytechnic University School of Hotel and Tourism Management (SHTM). Two intensive courses based on the MSc in International Wine Management offered by SHTM. Upon completion of the programme, the participant would not only be awarded a certificate* endorsed by PolyU and HKTDC, but also be immersed in the rich aroma of wine knowledge. 首次舉辦的亞洲葡萄酒學院可謂本年度香港國際美酒展的焦點之一。學院由香港貿發局和香港理 工大學酒店及旅遊管理學院（SHTM）共同籌辦。展會期間舉辦的兩個密集課程主要以SHTM 的 國際葡萄酒管理碩士學位為框架，由李志廷葡萄酒大師和Steve Charters 葡萄酒大師授課。不 論是業界人士或是佳釀愛好者均有機會向著名的葡萄酒大師學習品酒技巧，探討行業的市場趨勢。 學員不單能浸沉於豐富的葡萄酒知識氛圍，更可在完成後獲得由理工大學和貿發局共同頒發的參 與證書。 THE COURSE 課程內容 A) Contemporary Trends in Wine Consumption 當代葡萄酒消費與市場動向 Conducted by Professor Steve Charters MW, the one and a half hours course will be divided into two sessions. Session One covers Wine Consumption, looking at why people drink and consumers’ involvement level with wine. Session Two looks at Contemporary Wine Consumers, the rise of lifestyle and lifestyle consumption; the search for authenticity; the significance of place; millennial consumers; and the co-creation of brands. There will be a short tasting, with two wines discussed. 課程分為兩部份共1.5小時，由Steve Charters葡萄酒大師講授。首部份探討的葡萄酒消費趨勢， 了解消費者與葡萄酒市場的互動。次部份則會討論當代葡萄酒的消費行為與生活模式之關係，並 探究消費者如何更重視酒的品質、品酒的環境、新一代的葡萄酒消費行為，以及品牌之間的相互 影響等。 課程將設試酒環節，包括葡萄酒兩款。 B) Mastering Tasting Rising Wine Trends 新興葡萄酒趨勢與品酒之道 Professor Jeannie Cho Lee MW conducts the one-and-a-half-hour course in two sessions. Session One is titled Mastering Tasting, for intermediate to advanced levels, on how to assess wine and improve tasting abi