Wine Industry Career Series: Working as a Wine Educator

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By Karen Wetzel

WSET L3, NVWE, AWE, Career Coach

March 9, 2021

Wine Tasting

Have you ever taken a wine class and thought I wish I could do that? That was me, some 30+ years ago. Since then, I’ve worn many hats but being a Wine Educator has been by far the most rewarding. So, what is a Wine Educator and how do you become one? In this issue, I’ll answer these questions and others, and I’ll show you there are more ways to share your knowledge and passion than you think.

The term “Wine Educator” is a broad-based title and a bit difficult to define. According to Your Dictionary, “An ‘educator’ is a person who teaches, informs or inspires others (about wine).” They often teach wine courses and have credentials from highly regarded institutions such as the Institute of Masters of Wine, the Court of Master Sommeliers, the Wine & Spirits Education Trust (WSET), or the Society of Wine Educators. But, they can also simply be a wine enthusiast who shares what they know with others in less formal ways.

The wine audience is broad-ranging and the motivation to learn about wine varies as well. Wine knowledge is crucial for those who work with wine, but wine classes are also popular for those who just enjoy drinking it.

Virtual Classroom

In our new virtual world, class location is almost irrelevant. Brick and mortar wine schools, wineries, retailers, and restaurants are educating their customers online. Anyone with a computer and internet connection can take a wine class, and there are plenty of options:

  • Virtual winery tours and tastings.
  • Instructor-led online courses from wine schools.
  • Virtual tastings and food and wine pairings led by wine experts from your favorite restaurant or retailer.
  • Wine classes, tasting, and interviews on YouTube, Instagram, and Facebook.

Wine Education jobs can be found on winejobs.com, LinkedIn, Indeed, and other typical job sites. Requirements vary and you don’t necessarily need fancy credentials, but you do need to demonstrate your credibility and expertise. Beyond wine knowledge, there are other important skills you’ll need.

  • An instructor needs higher credentials than the level they are teaching. They also need presentation, organization, and teaching skills to deliver crucial information while keeping students engaged.
  • Servers/bartenders may not need formal credentials, but they do need enough knowledge to speak to the wine list, as well as proper service and sales skills.
  • Winery Tour Guides, Tasting Room Associates, and Wine Club Managers may only need basic wine knowledge, but they also need expertise about the winery, often provided in training. Communication and sales skills are also important.
job search

When searching for a job, typical Wine Educator positions include:

  • Instructor at a wine school, college, or other organizations that offer wine certification courses.
  • Educator for a winery, supplier, or wholesaler, creating educational content and instructing employees and trade partners.
  • Food & Beverage Manager, Sommelier, Wine Buyer, or Retail Manager overseeing a wine program, curating a wine list or shelf selections, training staff, and working with customers.

You may also want to look for jobs where Wine Education is just a part of a broader position.

  • Wholesale Sale Reps or Managers focus on sales, but they also educate clients and staff about wines they sell.
  • Restaurant Servers take care of guests, but they also assist guests in selecting wine.
  • Retail wine clerks stock shelves and work the floor, but they also help customers navigate a wide selection of wines and make recommendations.

Also, consider tapping into your entrepreneurial spirit and create your own job as a Wine Educator.

  • Become a consultant for an in-home sales company like The Traveling Vineyard, Scout & Cellar, or OneHope.
  • Be a Virtual Wine Shop owner and curate unique wines to sell online.
  • Monetize your knowledge virtually as an Influencer, YouTuber, or blogger.
  • Start a Wine Concierge or Wine Travel Service. Help clients stock their cellar, host wine-centric trips, or plan someone else’s wine trip.

As I said in the beginning, there are many ways to share your knowledge and passion, and I hope this article has inspired you to think outside the box and find or create a job you will love as a Wine Educator.

As a follow-up, next month we’ll explore the growing In-Home Wine Sales concept to help you decide if it is right for you.

For personal, one-on-one career coaching visit us at https://napavalleywineacademy.com/expert-coaching/ to schedule a session with one of our experienced mentors. To book a session with Karen Wetzel directly click here.

Karen Wetzel is an employee of the Napa Valley Wine Academy. The views expressed in this article are hers alone and may not reflect the views of the Napa Valley Wine Academy.

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WSET Certified Educator, Instructor

Karen Wetzel

Karen Wetzel is a highly regarded, experienced Wine & Spirits Industry professional and a well-credentialed Wine & Spirits Educator. With over 30 years in the industry, she has experience in most every aspect of the distribution and supply chain and her expertise can help you jump start or advance your career. Starting as a sales rep, Karen has held key positions within the distribution and supplier network including Category Manager, National Accounts Manager, Director of Sales and Director of Wine Education. She has helped countless others advance their careers through mentorships and best-in-class sales training courses. She has also developed wine & spirits education programs for employees, distributors and restaurant/retail trade partners with the goal of helping them thrive in our industry. Karen is a WSET Certified Educator, has her WSET Level 3 in Wine & Spirits and WSET Level 2 in Spirits and holds expert certifications for Napa Valley, Rioja and American wines from the Napa Valley Wine Academy. Today, Karen teaches at the Napa Valley Wine Academy. She also develops career development content and coaches Wine & Spirits Industry Professionals.