Turn your passion for wine into a profession by sharing your knowledge.
By Karen M. Wetzel
Being a wine educator has been the most rewarding job I’ve ever had, and I am often asked, “How do I get a job like yours?” Fact is, stepping into this role is often more about curiosity, confidence and people skills than about formal training.
The term “wine educator” simply refers to anyone who teaches others about wine. There are no official requirements to use the title, but credentials such as WSET or CSW can certainly lend credibility (see my previous column for more information on these designations).
Catherine Bugue, co-founder and VP of education at the prestigious Napa Valley Wine Academy (NVWA), requires her wine educators to have advanced wine knowledge. “Although the WSET only requires that you hold one certificate level above the one you are teaching, the NVWA requires instructors to hold the WSET Level 3 or higher, even when teaching WSET Level 1,” she says. “This allows them to answer questions and guide students through whatever level they are teaching.”
Possessing professional, engaging presentation skills is also crucial, because wine knowledge alone doesn’t always translate to the classroom. WSET, cites that “Most wine educators possess a varied background of wine-related professional experiences, but succeeding in the role relies largely upon excellent communication skills.”
Bugue adds that you will need to understand “concepts of adult learning, so you understand your audience and how they learn. You also need great classroom management skills.” To that end, she and the NVWA launched the Professional Wine Educator Academy to build the skills you need to pursue a career in wine education.
Typical wine education roles include:
Instructor for a wine school or organization offering wine certification courses (WSET, Certified Wine Educator, Wine Scholar Guild, Court of Master Sommelier, etc.)
- In addition to certification courses, schools like Philly Wine School and the Napa Valley Wine Academy offer more casual classes and seminars for curious consumers.
- Many schools offer classes both in-person and online, so some instructor roles may be remote.
Winery educator
- In these roles, you will educate guests about the property and the wines produced.
- You must be able to make engaging connections with guests and have solid presentation, communication and sales skills.
- Wine expertise is a must, but formal certifications are not always required.
- Search for these positions under titles such as Wine Educator, Wine Guide, Tour Guide, Tasting Room Associate, Brand Ambassador, Wine Club Manager, Guest Experience Host or Wine Host, as these all fall under the umbrella of wine educator.
Wine educator for a supplier or distributor
- These roles deliver product training for employees and trade partners.
- WSET or similar certification may be required
- Restaurant or hotel wine buyer, sommelier, beverage managerThese roles focus on curating and managing wine programs, training service staff and advising guests on selections.
- In addition, you might organize and conduct wine dinners and tastings.
Retail wine buyer/manager
- You would be responsible for selecting wines for shelves and display, as well as creating and executing in-store wine events.
Other roles involving wine education include:
- Wine distributor sales reps spend most of their time focusing on advancing sales, but educating buyers and their staff about current products is an important tool to ensure your success.
- Restaurant servers and bartenders guide guests in choosing suitable wines as a part of their overall dining experience.
- Retail clerks may run a cash register, stock shelves and keep stores organized, but their responsibilities can also include helping customers select the right wine(s) for their specific taste or needs.
As you can see, there are many ways to share your passion for wine. To find the right role for you, check out Wine Industry Network’s Career page.
Next month, as a follow up to this article, we’ll explore popular entrepreneurial opportunities where you can carve your own path.
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Karen M. Wetzel
Karen Wetzel is a seasoned veteran of the wine industry, currently serving as a Wine Industry Career Coach, Wine Educator, Guest Experience Specialist, and Public Speaker. To schedule a one-on-one career coaching session with Karen, click here.
The views expressed in this article are those of the author and may not reflect the views of Wine Industry Network.