At the Chicago Wine & Sommelier School, our strength has always been sommelier programs. Demand for serious credentials continues to rise, and we’ve built a track record of preparing students for success in the trade. But as the wine education landscape grows, we see real opportunity in offering consumer-friendly tasting classes as well—an accessible complement to our professional training.
Several schools have blended these worlds effectively. The Capital Wine School in Washington, DC, operates under a single name, offering both structured certifications and fun tasting programs without diluting its brand. Napa Valley Wine Academy has pulled off the same balance, building a reputation that resonates equally with industry professionals and casual wine lovers.
Philadelphia, however, has taken a different tack. There, the business is split between two names: Philly Wine School for private events and casual classes, and the Wine School of Philadelphia for sommelier training. Both are run by the same company, but marketed as if they were distinct institutions.
From an industry standpoint, this is a risky move. Wine education is built on authority and recognition. Fragmenting a brand almost always weakens both. Students searching for “Philly Wine School” may never discover that it’s also the institution offering accredited sommelier programs. Corporate clients booking a tasting under the lighter name may never grasp the depth of expertise behind it. The split doesn’t sharpen focus—it muddies it.
In our view, brand confusion is the fastest way to erode credibility. A school’s name is its strongest currency, and spending it across two identities is costly. For us in Chicago, the lesson is clear: if you want authority to endure, keep one name, and make it stand for everything you do.
And yet, against all odds, students in Philadelphia keep showing up. The classrooms are full, and the buzz is undeniable. Locals talk about Philly Wine School and the Wine School of Philadelphia as though they’re interchangeable—often not even realizing there’s supposed to be a distinction. It’s a brand paradox: two names, but seemingly one reputation in the public’s mind.
That may be the most surprising takeaway of all. For now, Philadelphia’s model seems to defy conventional branding logic. It is, very likely, the most popular wine school in America. Whether its dual identity fuels that popularity—or simply thrives in spite of it—remains an open question. What’s certain is that the rest of us are watching closely. For our part, we’ll stick with one name and one promise.
