they maintain a competitive advantage both personally and for their business. With a host of new drinks products on the market, consumers have a much wider choice of beverage than ever before and are more conscious of what they are drinking. Conse- quently, there is a need for individuals across all sectors of the industry – producers, whole- salers, distributors, back of house and cus- tomer-facing staff – to have a strong level of product knowledge to succeed in their career.


The perfect pairing W


ines and spirits product knowledge is becoming increasingly important for hospitality professionals, to ensure


WHAT IS WSET? The Wine & Spirit Education Trust (WSET) is the largest global provider of wine and spirits qualifications, working with individu- als and businesses to offer them the knowledge they need. WSET is recognised as the leading provider of relevant accredited qualifications across the UK and many companies now pre- fer, if not require, applicants and employees to have a WSET qualification. Courses are hosted through approved programme providers world- wide, ranging from beginner Level 1 Awards in wines, spirits or sake, up to the expert Level 4 Diploma in wines and spirits. The qualifica- tions are designed to be brand-neutral and job- relevant for anyone working with wines, spirits or sake, not just sommeliers and bartenders.


WHAT DO YOU LEARN ON A WSET COURSE? Level 1 Awards in wines, spirits and sake are one-day courses with six hours of guided learning that provide a hands-on introduc- tion to the world of each drink. Participants join a classroom with a WSET-certified edu- cator who teaches them the main types and


Sommeliers, step aside. With WSET’s courses, anyone in the hospitality industry can drink in wine knowledge and watch their career mature


styles of each drink through sight, smell, and taste using WSET’s Systematic Approach to Tasting. They gain an understanding of the key factors affecting flavours and aromas as well as the basic skills to describe them accurately and know how they should be served. The wines course also has a section on food and wine pairings. As participants progress through the course levels, study time increases and they gain deeper knowledge of the production methods, base ingredients and regional variations for


each drink and how these impact flavour. They also learn key classifications and labelling terminology. As the highest qualification, the Level 4 Diploma in wines and spirits requires 600 hours of study time to provide expert-level knowledge that also covers the global trade in wines and spirits. Upon successful completion of any quali- fication, participants receive a WSET certifi- cate and lapel pin. Diploma graduates are also able to use the post-nominal DipWSET and associated WSET certified logo. WSET qualification holders are able to talk about wine and spirits with higher confidence, leading to better customer service and sales. Research has shown that deeper education enables staff to upsell customers to premium beverage choices, leading to better personal job performance and furthermore contribut- ing to a business’s bottom line.


WHAT DO PEOPLE SAY ABOUT WSET? Marc Henry, hospitality manager at Har- vey Nichols, says: “The skills and knowledge imparted by WSET courses are invaluable to anyone who has an interest in the food and drink sector, either employer or employee. By offering these courses, not only does it help us to attract the best new recruits, it also helps us to retain and motivate the team to reach a higher standard than before. I believe WSET is a small investment that delivers a big pay off.” Christine Parkinson, group head of wine at


Hakkasan, says: “You start the course as an enthusiast, and – whatever your job – end it as a professional. I notice time and again that once people gain WSET qualifications, they tend to stay longer and progress further in the company. Hospitality skills are vital, of course, but the knowledge you can get from WSET underpins them.”


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