A Guide to Choosing a Career in the UK Wine and Spirits Industry - Wine & Spirit Education Trust
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Wine & Spirit Education Trust A Guide to Choosing a Career in the UK Wine and Spirits Industry
Contents
Contents ............................................................................................................................ 2
Introduction ........................................................................................................................ 3
Getting Started .................................................................................................................. 3
Qualifications ..................................................................................................................... 4
Other Courses ............................................................................................................ 5
A Career in the Wine and Spirits Industry .......................................................................... 6
Wine and Spirit Buyers ............................................................................................... 6
Wine and Spirit Marketing Specialist .......................................................................... 6
Events Manager ......................................................................................................... 6
Off-Trade Retail Jobs......................................................................................................... 7
Wholesalers ................................................................................................................ 7
Supermarkets ............................................................................................................. 7
On-Trade Hospitality Jobs ................................................................................................. 7
Pubs, Restaurants, Bars and Hotels........................................................................... 7
Bar Staff ..................................................................................................................... 7
Sommeliers ................................................................................................................ 8
Administration ............................................................................................................. 8
Winery Based Jobs ............................................................................................................ 8
Viticulturist .................................................................................................................. 8
Vineyard Manager ...................................................................................................... 8
Grape Picker .............................................................................................................. 8
Winemaker/Oenologists ............................................................................................. 8
Cellar Technician ........................................................................................................ 8
Cellar Hand ................................................................................................................ 9
Lab Technician ........................................................................................................... 9
Appendix 1....................................................................................................................... 10
Recruitment Agencies and Job Websites ................................................................. 10
Appendix 2....................................................................................................................... 11
Training & Wine and Spirit Information ..................................................................... 11
Appendix 3....................................................................................................................... 12
Generic Bodies ......................................................................................................... 12
2Introduction
The wine and spirits industry is defined as ‘the production, commercialisation and education
concerning wine and spirits’.
The wine and spirits industry encompasses a vast number of outlets such as wine merchants, off-
licences, supermarkets and importers, hotels, restaurants, bars and pubs. Anywhere that wine
and spirits are sold could be considered to be part of the wine and spirits industry. The wine and
spirits industry can be a lot of hard work, long and sometimes unsociable hours; it is not all about
tasting wine and jet-setting around the globe, although some jobs do involve some of this! It is
foremost a commerce against a background of wine and spirits, rather than the other way around.
The industry only survives by selling its wares with reasonable profit. A love of wine and spirits is
an asset, although many people accidentally find themselves in this industry, through job
availability rather than the industry. Therefore do keep in mind that some people attain the
experience required in other industries to be able to have a better chance in the competitive wine
and spirits industry job market.
The public image of the wine and spirits industry tends to focus more on the role of a wine/spirits
buyer, but in fact it could not survive without the other jobs of production, distribution, marketing,
sales and administration. There are very few buyers, and so if a vacancy arises the competition is
fierce.
However, as with any business, there are plenty of other important roles that need to be
performed. This booklet contains the main sources of information that can help to form a career in
the wine and spirits industry, ranging from job descriptions and salaries, to recruitment agencies,
qualification opportunities and useful contacts.
Getting Started
Competition is fierce with a few large firms dominating the industry. The result is that margins are
tight and all companies are looking for ways to keep costs low. With a large number of people
wanting to join the industry, salaries tend not to be generous. On the other hand, most members
of the industry find it a satisfying field in which to work.
Use your own contacts – family or friends who work in the wine and spirits industry may
learn of suitable opportunities for you to follow up.
Look through national and local newspapers for job advertisements. Do not forget industry
journals (see Useful Addresses Section), as these have a specialised readership;
companies tend to advertise in these publications first.
Try your local careers office or job centre; they will know of vacancies locally.
Write to the personnel officer of the firms listed in the industry directories. Such as Harpers
Wine & Spirit Directory, Wine Business’ yearly Wine Industry Directory, also the GWS
Trade Directory; visit www.globalwinespirits.com/trade-directory-en.jsa, these directories
can be found at major local reference libraries, or purchased form the publishers (see
Useful Addresses Section).
Approaching a local off-licence, pub or restaurant is often a useful way of getting into the
industry. Extra staff are often needed in the summer and, especially, at Christmas. The
experience will put you in good stead, you can learn the basics, and the manager’s
recommendation will carry weight if you later apply for a permanent job with the firm.
3Qualifications
Previous academic attainments may influence your future progress and the level of your role, as
may previous experience in other fields.
With jobs available at all levels, entry requirements will vary, and certain jobs require specific
skills. If you are trying to negotiate with suppliers, languages might be essential; clearly a delivery
driver or salesperson working ‘in the field’ will need a clean driving licence; credit controllers might
need a background in accounting, or be computer literate. On the other hand a job in retailing is
less dependent on formal qualifications. Enthusiasm, personality and the ability to work well with
the general public are more important. Numeracy is, of course, vital.
The wine and spirits industry also has its own qualifications. Many companies will put their staff
through the relevant qualifications but many people also choose to sponsor themselves through
the courses. The Wine & Spirit Education Trust (WSET), offer a range of qualifications enhancing
knowledge of the ever-increasing variety of wines and spirits being produced around the world.
The WSET courses are available around the globe through a network of Approved Programme
Providers (APPs) (visit www.wsetglobal.com). These WSET Awards are formally recognised by
the UK Government, and have a strong reputation worldwide because of their wide-ranging
coverage of the subject.
The WSET Level 1 Award in Wines
An entry level qualification providing a straightforward introduction to wine. It provides
basic product knowledge to first time employees to the wine industry and the interested
consumer alike.
The WSET Level 1 Award in Spirits
An entry level qualification providing a straightforward introduction to spirits. It aims to
provide the basic product knowledge and skills in service and marketing of spirits to
prepare a person for their first job in hospitality or the spirit industry
The WSET Level 1 Award in Wine Service
Builds on the knowledge and skills developed in the WSET Foundation Certificate in
Wines, and shows how these can be used in the workplace. The course is also
suitable for people already employed in the hospitality industry who wish to be
introduced in a structured way to wine service in a restaurant setting.
The WSET Level 2 Award in Wines & Spirits
This qualification covers the main styles of wine produced and the production of spirits
and liqueurs. It provides vocational training in the broad range of alcoholic beverages
to underpin job skills and competencies in the customer service and sales functions of
the hospitality, retail and wholesale industries.
The WSET Level 2 Award in Spirits
Designed to provide in-depth knowledge of Brandy, Gin, Rum, Tequila, Vodka,
Whiskies and Liqueurs. It provides a basic level of product knowledge of spirits and
liqueurs to underpin job skills and competencies in the customer service and sales
functions of the hospitality, retail, wholesale and spirits industries.
4The WSET Level 3 Award in Wines & Spirits
Provides core knowledge of the wide range of wines and spirits around the world to
equip those in a supervisory capacity with the authority and confidence to make
informed decisions in a wide variety of industry situations.
The WSET Level 4 Diploma in Wines & Spirits
Designed to give specialist knowledge of the principal wines and spirits of the world
combined with commercial factors and a thorough system for the professional
evaluation of wines and spirits. The Diploma is viewed universally as the stepping-
stone to the Master of Wine qualification. It is aimed at people that are employed in the
wines and spirits industry and are required to make managerial decisions, interpret
information and have a thorough understanding of market trends and requirements.
The WSET Level 5 Honours Diploma in Wines & Spirits
An individual research project that enables students to develop skills in research,
evaluation and analysis in a wine and spirit related subject of their choice. This
qualification is open to anyone holding the WSET Level 4 Diploma.
More information on the WSET qualification courses can be found at www.WSETglobal.com
Other Courses
Bordeaux International Wine Institute
Wine Marketing and Management
www.wine-institute.com
British Institute of Innkeeping Awarding Body (BIIAB)
Offering qualifications specific to licensed retail sectors.
http://biiab.bii.org/qualifications
City and Guilds
Offering qualifications in Hospitality and Catering, specifically in Bartending (Cocktails), and Retail
www.cityandguilds.com
Hospitality Training Foundation
Offering qualifications, young apprenticeships and diplomas in Hospitality
www.people1st.co.uk
Institute of Masters of Wine Education Programme is a qualification as well as a title; there are
only around 270 MWs in the world so it does require discipline and motivation to keep up with the
level of study required.
www.mastersofwine.org
IPBartenders
Innovative bartender training in mixology.
www.ipbartenders.com
National Retail Federation Foundation (NRF)
Offering certification in Sales and Retail Management.
www.nrffoundation.com
National Skills Academy Hospitality
Offering skills in Customer Service, Chefs, Leadership and Management programmes.
www.excellencefound.co.uk
5Plumpton College
Wine Business and Wine Production
www.plumpton.ac.uk
Royal Agricultural College
MBA in Wine Business Management
www.royagcol.ac.uk/?_id=3036
Shaker
A bar school offering practical and theoretical bar training.
www.shaker-uk.com
A Career in the Wine and Spirits Industry
Wine and Spirit Buyers
This is a job that requires hard work and long hours, mostly negotiating deals or sorting out
distribution problems. A good buyer will be able to find the right wines and spirits for the market
and invest in them, knowing how much of what to buy and when. Buyers have to follow the market
and be able to predict trends but more importantly, be fully aware of the way in which the industry
works. They are responsible for keeping track of stock levels, importation, warehousing and
quality control. In smaller firms, buyers tend to undertake a greater variety of tasks with less
support, perhaps having sole responsibility for imported wines. In larger firms there may be a
team of buyers, each with their own area of expertise. Buyers spend most of their time in their
own country, some visit wine and spirit producing areas but this can vary.
Competition is fierce and even in large companies there are usually only a few buyers. Would-be
wine buyers should gain experience by retailing in shops and pubs, selling ‘on the road’ to hotels
and restaurants and developing business skills, particularly accounting and marketing. Numeracy
and communication skills are essential, languages are desired.
Wine and Spirit Marketing Specialist
This is a crucial component to any wine and spirit company. Companies may prefer candidates
that have a bachelor's degree with a focus in marketing (even better, in wine marketing) and
previous experience in the wine industry, or who have come from a marketing background
(Chartered Institute of Marketing www.cim.co.uk). This position will greatly vary in pay by the size
of company and can involve overseeing promotion material from concept to delivery, website
management, creating marketing campaigns which will increase company profits and raise brand
awareness.
Events Manager
Another important position for the marketing side of the wine and spirit business is the events
coordinator. This position is responsible for organizing events to market the brands in the
company's portfolio, such as off-site tastings, trade and consumer exhibitions and shows. The
events coordinator must work closely with the marketing department to identify the best events to
participate in to market the wine or spirit brand, such as regional or national trade events.
6Off-Trade Retail Jobs
The ability to work long and sometimes unsocial hours is essential, especially around Christmas
when the industry is at its busiest. Personality and enthusiasm are essential, as is the ability to
motivate staff, many of whom will be part time, for managerial roles include organising day to day
staffing, maintaining stock levels (ordering and receiving goods), controlling stock losses and
theft, and promotion of the shop locally amongst other businesses, as well as dealing with the
public. The best manager’s salaries are reasonable; but, as in all retailing, pay can be less at
lower levels.
Having acquired the necessary managerial skills the logical career move is through the company
field management structure, from branch manager, to stock taker, to area manager, and so on to
regional manager. Other people move to head office to take up positions in administration,
marketing or public relations, or even move into the buying department. Progression does happen
but it tends to be slow. Following this route involvement with the product becomes less as time
goes on as administration becomes a larger part of the job.
Wholesalers
On the wholesale side, sales personnel fall into two groups. Telesales is office based and involves
speaking to regular customers to take their orders. Field sales involves visiting customers; retail
shops, pubs, restaurants, hotels and wine bars, however timing can be critical. Getting to know
the customers is vital. A wholesaler’s portfolio can contain a range of wines and spirits, from
inexpensive large sizes for pubs, to the finest of wines sold through exclusive store and hotels.
Sales staff need to be able to communicate with a whole range of different buyers in order to
succeed.
Supermarkets
Wine and spirits are major commodities in the fast moving consumer goods industry. Often
advertisements for sales staff, or accounts managers, will state a requirement for a background in
FMCG sales, which can be gained through sales of other products. Supermarket chains are now
the biggest wine retailers and the major ones have specialist “beers, wines and spirits” staff.
On-Trade Hospitality Jobs
Pubs, Restaurants, Bars and Hotels
Publicans are either, managers, tenants or owners of public houses. Managers work for a
brewery; tenants rent the premises from a company and keep the profits. Where the premises are
owned by breweries the tenant has to buy beer and usually wines and spirits from that brewery.
Tenants in an individually owned free house can buy from any brewery. Six out of ten publicans
are self employed.
It is essential to be well informed about licensing laws; these can be found on the British Institute
of Innkeeping (BII) website (www.bii.org), you must have a license to serve alcohol.
The office side of the publican’s job ranges from managing stock, to banking the takings. No
specific qualifications are required but good mental arithmetic; marketing and accountancy are
useful for managerial roles.
Bar Staff
This job used to be about serving pints and a few ‘shorts’, but today bar staff have to be able to
mix cocktails, serve hot food and make fresh coffee. As customers have become more
sophisticated in their drinking habits, bars have expanded their range of services. The person with
responsibility for the cellar has to organise the storage of supplies. Moving beer barrels is heavy
work; the barrels need changing regularly and have to be kept at the correct temperature and
paperwork has to be brought up to date for deliveries and orders. These jobs are usually at
unsociable hours.
7Sommeliers
Sommeliers are trained and knowledgeable wine professionals, commonly working in fine
restaurants, who specialize in all aspects of wine and spirits service as well as wine and food
matching. There are qualifications that you can take at The Court of Master Sommeliers
(web:www.mastersommeliers.org). This institution was established to encourage improved
standards of beverage knowledge and service in hotels and restaurants. A Master Sommelier
exhibits financial expertise as it relates to a restaurant’s beverage program development and has
an extensive and global knowledge of wine theory and history at his or her fingertips.
Administration
Wine buying is seen by many outsiders to be the pinnacle of the wine and spirits industry, but
without the sales and distribution systems, administrators and finance, the buyers would be out of
work.
Winery Based Jobs
Viticulturist
This profession requires qualifications that are specific to viticulture; the science, and study of
growing grapes for wine production. Viticulturists are often intimately involved with winemakers,
because vineyard management and the resulting grape characteristics, provide the basis from
which winemaking can begin. Duties of the viticulturist include: monitoring and controlling pests
and diseases, fertilizing, irrigation, canopy management, monitoring fruit development and
characteristics, deciding when to harvest and vine pruning during the winter months.
Vineyard Manager
They are generally in charge of the entire grape growing process. Specifically, the vineyard
manager is in charge of supervising employees (harvest and other seasonal help), and business
(or rather vineyard) planning throughout the year. Further, this vineyard job has budget
responsibilities in accordance to the vineyard; Finally, don't forget about the viticulture
responsibilities, such as monitoring the health of the grapes, recommending best practices for
viticulture, and maintaining records for the vine performance.
This is not an entry level position in the wine industry. In fact it is usually required to have formal
training in viticulture management or 5-10 years comparable experience in vineyard management
and the ability to show communication and leadership skills. This position will require an
educational background of at least a Bachelor's degree in Viticulture or a related field.
Grape Picker
Grape picking may sound romantic, but the reality is quite different; the hours are long; you need
to be fit to work hard; accommodation may be basic and often during bad weather only those
hours worked will be paid. The decreasing need for manual labour, owing to mechanisation,
together with the regular army of seasonal workers being swelled by the growing numbers of
unemployed, has led to increased competition for these jobs. Despite this the grape harvest can
provide an enjoyable working holiday, as you toil away alongside the locals and workers from all
over the world.
Winemaker/Oenologists
Oenology is the science and study of wine and winemaking this profession requires a lot of
scientific knowledge, as a lot of the traditional methods are being replaced or supplemented with
laboratory tests, a qualification in ‘Viticulture and Oenology’ would be a definite advantage. They
have to work with viticulturists, consistently testing, tasting, blending and monitoring every
process; from grape to wine.
Cellar Technician
Cellar Technicians in the winery install and maintain equipment that is used to create wine. They
need to be physically fit and alert to health and safety and hygiene issues. The job usually
8includes planning and carrying out installations, carrying out maintenance, fault-finding and repair
work.
Cellar Hand
This is a way to truly work your way up, starting as a cellar hand is a respectable beginning to a
career in the wine industry. This position focuses on the technical and scientific part of
winemaking. Some of the responsibilities include racking, clarifying and blending of the wine;
monitoring the temperature of the wine tanks; keeping inventory of the cellar supplies; and
maintaining the sanitation of the wine storage tanks.
In the Northern Hemisphere (Europe and Northern America) the harvest takes place from August
to October. In the Southern Hemisphere (Australia, New Zealand, South America and South
Africa) the harvest usually takes place from February to April.
Lab Technician
Laboratory technicians carry out routine laboratory tests and perform a variety of technical support
functions to help the winemakers.
9Appendix 1: Recruitment Agencies and Job Websites
Bar Zone
www.barzone.co.uk
Chin Chin Jobs
www.chinchinjobs.com
The Drinks Business Jobs
http://www.thedrinksbusiness.com/jobs
Grape Picking in France
www.apcon.nl
Harpers Job Board
www.harpers.co.uk/jobs/
Jobs for Wine (USA)
www.jobsforwine.com
Just-drinks
www.just-drinks.com/jobs/
Leo and Bell Consultancy
www.leobell.co.uk
Match Consultants
www.matchconsultants.com
Part & Company
www.partandcompany.com
Pilkington Webster
www.pilkypartners.co.uk
Sommeliers
www.sommeliers.co.uk
The Wine & Spirit Education Trust (WSET) job board
www.wsetglobal.com/global_campus/iws_home_page/91.asp
UK Wine Jobs
www.ukwinejobs.com
Vino Jobs (Worldwide)
www.vinojobs.com
Wine and Spirit Jobs (USA)
www.wineandspiritsjobs.com
Wine Industry Jobs (Australia and New Zealand)
www.wineindustryjobs.com.au
Wine Jobs (USA)
www.winejobs.com
Wine Jobs Online (New Zealand)
www.winejobsonline.com
10Appendix 2: Training & Wine and Spirit Information
Association of Licensed Multiple Retailers
www.almr.org.uk
The British Beer and Pub Association (BLPA)
www.beerandpub.com
British Hospitality Association
www.bha.org.uk
The British Institute of Innkeeping (BII),
www.bii.org
The Court of Master Sommeliers
www.mastersommeliers.org
The Drinks Business
www.thedrinksbusiness.com
Federation of Licensed Victuallers Association
www.flva.co.uk
Harpers Wine and Spirit Magazine
www.harpers.co.uk
The Hospitality Training Foundation
www.htf.org.uk
Just Drinks.com
www.just-drinks.com
Morning Advertiser
www.morningadvertiser.co.uk
Off Licence News
www.offlicencenews.co.uk
The Wine & Spirit Education Trust
www.wsetglobal.com
11Appendix 3: Generic Bodies
Argentina
Wines of Argentina
www.winesofargentina.org
Australia
Australian Wine Bureau / Wine Australia
www.wineaustralia.com/uk
Austria
Wines from Austria
www.winesfromaustria.com
Chile
Wines of Chile
www.winesofchile.org/
Cyprus
Wines from Cyprus
www.winesfromcyprus.co.uk/
France
Alsace
www.vinsalsace.com
BNIA - Armagnac
www.armagnac.fr/
CIVC – Champagne Information Bureau
www.champagne-civc.co.uk
CIVB - Bordeaux
www.bordeaux.com
Cognac (BNIC)
www.Cognac.fr
Inter-Rhône
www.inter-rhone.com/
Loire
www.vinsdeloire.eu
South of France
www.vindepaysdoc.com
www.suddefrancewines.com
www.languedoc-wines.com
www.coteaux-languedoc.com
Germany
Wines of Germany
www.winesofgermany.co.uk
Greece
Wines from Greece
www.winesfromgreece.com
12Italy
www.italianmade.com
Chianti Classic
www.chianticlassico.com
Prosecco
www.prosecco.it
New Zealand
New Zealand Winegrowers Ltd
www.nzwine.com
Portugal
Port Institute
www.ivdp.pt
South Africa
Wines of South Africa
www.wosa.co.za/uk
Spain
Wines from Spain
www.winesfromspainuk.com
Wines of Rioja
www.winesfromrioja.co.uk
UK
English Wine Producers
www.englishwineproducers.com
USA
Wine Institute of California
www.wineinstitute.org
www.california-wines.org
Spirit Information
Scotch Whisky Association
www.scotch-whisky.org.uk
Brown-Forman
www.brown-forman.com/
Diageo
www.diageo.com/
Pernod Ricard
www.pernod-ricard-usa.com/
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