Caribbean Producers Jamaica Limited (CPJ) is setting up a “Wine University” to teach the staff of its customers all about the grape.

The “certified training programmes” will focus on increased awareness of and interest in CPJ’s wines, said business development manager David Lowe.

“This will stimulate demand for wine and complement the current marketing efforts by our partners in both hospitality and retail,” he said.

The “university” is one of the programmes to be operated out of the company’s new Lady Musgrave Road location.

The two-storey retail shopping and dining complex will also host the Caribbean Producers corporate offices and CPJ Market.

A deli, complete with demonstration kitchen; a restaurant and bar; and a 1,000 square foot retail space for the display of CPJ branded products will be run out of the market.

Non-CPJ businesses are yet to be confirmed.

The project – initially scheduled for completion next month – is expected to wrap up at the end of the year at a cost of approximately $100 million instead of the $80 million allocated.

“The budget has been increased due to an [expansion] in the scope of the operations to deliver a world-class experience to our customers,” Lowe said.

Although anxious to begin operations, he said staff training and the installation of equipment has to be done properly and is the first priority.

The expansion of CPJ Market into Kingston is one of several new projects being pursued by the integrated food service distributor since listing on the Jamaica Junior Stock Exchange last July.

The company, which is based in Montego Bay, expects an annual income of about $300 million from the Kingston location.