Doing the WSET
Really, I want to see if pubs are able to convert learnings into sales. I want to see if a qualification is the right investment for running a pub. How accurately, also, does the WSET represent and reflect the ever changing and evolving wine and spirit industry? There’s so much to find out. Will my appreciation for certain drinks grow exponentially at the same time? I’m more of a beer drinker, you see. This may change. Or, let’s hope it just helps broaden my repertoire.
My only stipulation in all of this is that, I learn and progress. That I don’t wake up one day and team some red trousers with a blue blazer, just because.
I want you to take this journey with me - fully understanding of how our perceptions of wine may change along the way.
Wine has, historically, been revered by so many as a sophisticated drink. It has all of the hallmarks of refinement. Could it really just be this – its reputation - that has helped the category maintain its credentials and therefore its associated aloofness? I’m not sure. I thought, maybe, we should find out together.
In a recent interview with M&C Allegra, Carlsberg CEO James Lousada mused that the beer industry was learning a lot from the wine industry. He said that “15 years ago the wine category led the way. It talked about provenance and style and flavours. It invigorated people to look at the category in a different way.”
Let’s make sure this continues - for all drinks.
If, through education, we can pin down the business insight and advice on how and why certain listings could result in a sales spike, it will help us to not just identify the trends, but anticipate them. We are more educated about drinks than ever before, but mostly thanks to the supermarkets – we know the calibre of brands and varieties available at some very good prices.
For pubs, there are positive reasons for wine lists to be given more consideration. Wine could be demystified a little. It could also be the way a venue differentiates itself from the mainstream.
Confidence upon ordering needs to be boosted at consumer level and this timidity needs to be considered when putting together a range.
I’m looking forward to the next stages of my education. See, I said all that without uttering the words: “Terroir, tannins, acidity, or quaffable.” Sadly, it’s probably only a matter of time.
Wish me luck.
