Michelle Brampton, CEO of WSET, the world’s leading drinks qualification provider, explains how its courses help people joining the drinks trade to kick-start their careers, as well as boosting career development for those more established in the industry.
Whether you want to discover more about wine, spirits, beer or sake – and to learn about the geography, history and culture of the different regions where these drinks are made – WSET qualifications can offer a gateway to the world.
WSET offers 12 courses across its four drinks categories (beer, sake, wine and spirits), in up to 15 languages through its network of 600+ course providers in more than 80 countries.
And you don’t need any prior knowledge of drinks to get started. For Level 1 courses students are introduced to the main wine styles and grape varieties, alongside the basics of food pairing. “Anyone can study for this qualification alongside their job – they don’t even need to be in the industry already,” says Brampton.
WSET offers four levels of courses, from beginner, right up to the Level 4 Diploma in Wines. A core element of WSET’s courses is its Systematic Approach to Tasting® (SAT) designed to enable students to develop tasting techniques, descriptive vocabulary, and evaluation skills progressively. “Knowledge alone isn’t enough; practical skills are essential.”
Completing a Level 1 course can help someone get their first job in the drinks industry, while Levels 2 and 3, can accelerate the career progression of those who are more established. “In a highly competitive job market, people with WSET qualifications stand out and are in high demand,” says Brampton.
WSET’s Level 4 Diploma in Wines, is more demanding. “Even though you may have worked in the industry for a while, the Diploma can act as a springboard for your career. Once you have your Diploma, you could even consider embarking on the renowned Master of Wine (MW) qualification. We find that MW students really value the solid foundation that the WSET Diploma gives them”.
And it’s not only those working in the drinks trade who are attracted to WSET’s courses. Around a third of people pursue a qualification out of sheer enthusiasm and passion for learning more about different drinks. “There’s no better way to prove that learning can be fun when people are so keen to study for pleasure.”
WSET
In Germany, WSET currently has 14 approved course providers and offers six courses in German.
“We’re significantly expanding our German-language resources for course providers,” explains Brampton, “and developing a new German webinar series specifically for this key market.”
Brampton lived in Bremen for a year and is familiar with Germany’s diverse hospitality scene and its importers with extensive connections to other countries. “All these businesses need experts with drinks knowledge and tasting skills. That’s what we provide.”
Last year, 14,000 German students received a WSET qualification. A key point of difference for WSET, compared to other drinks education providers, is that its qualifications are globally recognised. So, no matter where in the world you are and what kind of job you are looking for in the industry, having a WSET qualification on your CV can really enhance your career.
WSET awarded 134,000 qualifications in 2023/24 and more than 1.5 million since the organisation was founded in 1969.
Its courses offer much more beyond learning and career opportunities. After its Diploma students graduate, they are able to join its extensive alumni network and become part of a large global community offering many benefits. This includes meeting like-minded people across the world who share their passion for wine, the chance to take part in regional and international events and tapping into opportunities for advice and support on their careers.
Michelle Brampton
WSETAfter working for 19 years in the commercial drinks sector and later training as a neuro-linguistic programming coach, Brampton became WSET’s CEO in 2022. Before joining WSET, she worked in the wine trade, starting out as a financial analyst and ultimately becoming Managing Director Europe, Middle East and Africa (EMEA) at the Australian company Treasury Wine Estates (TWE).
Initially, she focused on building WSET’s leadership – getting the right people with the right leadership skills – and transforming its work culture to increase the organisation’s sense of purpose and inclusion. As a result, WSET now has a highly collaborative work culture and a real sense of direction and momentum that is shared by people at all levels of the organisation.
She has also championed measures to create a more diverse and inclusive drinks industry.
WSET is collaborating with numerous organisations, including the Black Cellar Club (BLACC) in Cape Town, South Africa, to make drinks education more accessible. This collaboration provides members of BLACC, a not-for-profit organisation, the opportunity to access WSET wine qualifications, something that would not otherwise be possible due to personal financial barriers, or lack of employer support.
“Not everyone has the same opportunities in the global drinks industry,” explains Brampton. “We are working to help address that inequality by providing opportunities for disadvantaged communities around the world. We believe that we have an important role to play in helping to create a more vibrant, sustainable and socially inclusive global drinks industry.”
In the UK, WSET works in partnership with organisations such as The Drinks Trust, offering bursaries for students facing financial hardship so they can access drinks education.
In addition, last year WSET’s Partnerships programme supported 17 different projects over the world to widen access to drinks qualifications for around 500 people, including those from under-represented communities.
“These opportunities for shaping the future are rare in business,” Brampton explains. ”That’s why I took the job at WSET. I wanted to make an impact beyond WSET’s success. I’m so inspired by the stories of our students who’ve achieved our qualifications and how their learning experiences have enhanced their lives in so many different ways. I feel very privileged to be leading an organisation that can make a positive difference to people’s lives.”