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Wine Education
for Tasting Room Staff
      Robbin Gheesling
     Vineyard Adventures

   http://slidesha.re/AwZR0u
Roles in wine tourism
  & how they function


In-house winery staff

Incoming tour operators

Independent local tour guides
Considerations for Hiring

 People should be hired for their personality
and the ability to communicate.

 This should tak...
Why?
Facts and processes can be learned personality
           and friendliness cannot!

Pay attention to their credential...
Don’t just take my word
         for it...


Opinions from LinkedIn
“The 'skilled' factor is vital as having the right
level / amount of knowledge is one thing, but the
   ability to put it ...
“ In Europe, we feel that wine is intrinsically linked to the
culture and culinary traditions of the region in which it's
...
“...we have found that it's essential to have a guide who is highly
knowledgeable about wine, but who also has two other v...
So is education important?


                  YES
A wine knowledgeable guide is prepared to give
the right amount of info...
Options for education?
In-house staff should have IN-HOUSE education.

Quality control of the training is maintained and it...
Outside Credentials



Wine service (sommelier)

Academic (journalist, author)
The Major Options


 Court of Master Sommeliers (International -
London based)

 Wine and Spirit Education Trust
(Internat...
Court of Master Sommeliers
www.courtofmastersommeliers.org   www.mastersommeliers.org



      Focused on wine knowledge a...
Court Structure

 4 levels: Introductory, Certified, Advanced,
Master Sommelier

 Intro: 1 day REVIEW course, then exam

 N...
Pros & Cons: Court

Very rigorous program from the start

 Service examination could be an indication of
how well service ...
Wine & Spirit Education Trust
                 www.wset.co.uk
  Focused entirely on “bookish” wine
 knowledge.

  Service ...
WSET Structure
5 levels: Simply named Level 1-5

All have classroom instruction with tasting before exams

Level 1: for th...
Pros & Cons: WSET


 Provides a theory base that can be applied to
what is being seen in the winery.

 Does not go into de...
Associazione Italian
          Sommelier
                   www.aisitalia.it



 Service and theoretical knowledge

 Focus...
Pros & Cons: AIS

 Course entirely in Italian

 Food & Wine pairing is a major component of
Level 3

 Only really recogniz...
In conclusion....



Hire on ability and aptitude.

 The education will follow.
Robbin Gheesling
Vineyard Adventures

robbin@vineyardadaventures.com

@robbin_g
@vineyardtravel
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Wine Education and Tourism

  1. 1. Wine Education for Tasting Room Staff Robbin Gheesling Vineyard Adventures http://slidesha.re/AwZR0u
  2. 2. Roles in wine tourism & how they function In-house winery staff Incoming tour operators Independent local tour guides
  3. 3. Considerations for Hiring People should be hired for their personality and the ability to communicate. This should take precedence over ANY qualification or degree they may already have. Hiring for a tourism role should be long-term, not seasonal.
  4. 4. Why? Facts and processes can be learned personality and friendliness cannot! Pay attention to their credentials if they have them already Tourism initiatives should not ONLY be executed during high-season
  5. 5. Don’t just take my word for it... Opinions from LinkedIn
  6. 6. “The 'skilled' factor is vital as having the right level / amount of knowledge is one thing, but the ability to put it across to consumers and the trade in an enthusiastic, passionate and entertaining way is something else!!”
  7. 7. “ In Europe, we feel that wine is intrinsically linked to the culture and culinary traditions of the region in which it's grown. So it's important to present it to guests in that manner, in a cultural context. This also gets across another important point to guests: that wine is about enjoyment, pleasure and conviviality! A great wine tour guide knows how to impart a sense of cultural context, pleasure and conviviality to guests that makes their trip an authentic experience of the region they're visiting, and highly memorable!”
  8. 8. “...we have found that it's essential to have a guide who is highly knowledgeable about wine, but who also has two other very important qualities: 1) experience working with tourists, and 2) impeccable customer service skills. Guiding a wine-oriented tour is not the same as giving a wine class. You have to know how to provide information tailored to each person, as some guests will have a great deal of wine knowledge and want very detailed, high-level information, while others have less knowledge (and interest) and will want a shorter, simpler answer. There are also times to talk, and times to just let the clients enjoy the scenery or the meal. Guiding is sometimes about teaching, and a lot about helping the clients have a great time on their tour. Knowing how to provide great customer service is terribly important. A wine expert who is incapable of dealing with a client who needs to find a pharmacy, or needs their room to be changed because of an issue at the hotel, or any of the myriad of issues that come up during a tour, is not going to be a good guide.”
  9. 9. So is education important? YES A wine knowledgeable guide is prepared to give the right amount of information to the tourist that wants to hear it.
  10. 10. Options for education? In-house staff should have IN-HOUSE education. Quality control of the training is maintained and it is inexpensive In-house education is investing in your product and in a long-term employee They should participate in all facets of the winemaking process on site Include this when they are interviewed for the job. If they don’t want to get dirty, consider someone else
  11. 11. Outside Credentials Wine service (sommelier) Academic (journalist, author)
  12. 12. The Major Options Court of Master Sommeliers (International - London based) Wine and Spirit Education Trust (International - London Based) Associazione Italiana Sommelier (Italy)
  13. 13. Court of Master Sommeliers www.courtofmastersommeliers.org www.mastersommeliers.org Focused on wine knowledge and service Table side etiquette is taught and part of the examination Teaches wines of the world Must pass Certified at a certain score to be INVITED to sit the next level of qualification.
  14. 14. Court Structure 4 levels: Introductory, Certified, Advanced, Master Sommelier Intro: 1 day REVIEW course, then exam No review course for Certified, just self study Advanced (if invited to sit): 3 day review course, 2 day exam
  15. 15. Pros & Cons: Court Very rigorous program from the start Service examination could be an indication of how well service is executed in a tourism setting Focus is restaurant, restaurant, restaurant Coursework is in English
  16. 16. Wine & Spirit Education Trust www.wset.co.uk Focused entirely on “bookish” wine knowledge. Service standards as studied as theory, not as practice Teaches wines of the world Introductory not required as admission to Advanced, Advanced required for admission to Diploma
  17. 17. WSET Structure 5 levels: Simply named Level 1-5 All have classroom instruction with tasting before exams Level 1: for the absolute novice. Level 2: Introduction to wines: e.g. What and where is Chardonnay? Level 3: 16 lesson course in-depth on wines of the world Level 4: MUST pass Level 3 to enter the program Intensive 3 year program with 6 units of exams
  18. 18. Pros & Cons: WSET Provides a theory base that can be applied to what is being seen in the winery. Does not go into depth on practical service. (Is this needed for tourism or not?) Focus is reading, reading, reading. In English.
  19. 19. Associazione Italian Sommelier www.aisitalia.it Service and theoretical knowledge Focus on Italian wines (international wines covered but not as completely as others) 3 levels: 1, 2, 3 (brilliant!)
  20. 20. Pros & Cons: AIS Course entirely in Italian Food & Wine pairing is a major component of Level 3 Only really recognized in Italy Doesn’t have a broad scope on the wine world
  21. 21. In conclusion.... Hire on ability and aptitude. The education will follow.
  22. 22. Robbin Gheesling Vineyard Adventures robbin@vineyardadaventures.com @robbin_g @vineyardtravel
  • JinyanLiu3

    Jun. 20, 2019
  • AndreaCasini4

    Jun. 8, 2017

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