Drinks doctor: How should I educate my team about wine?

Find the wine superstars among your people and educate them to communicate your list in a relatable way, says Lee Isaacs, Unity brand ambassador at Bidfood

Wine education comes in all shapes and sizes. In the same way one person may prefer Meursault and another Pinot Grigio, there isn’t a one size fits all resolution. And different individuals have different ways of learning, as well as different learning motivations. Some may prefer a one-hour trip around your wine list, others an in-depth multi-week qualification.

Map out your journey

Before you embark on this wine education quest, figure out your goal. One would assume it’s to sell more wine, but having qualified and educated staff alone doesn’t lead to further wine sales. What does is having an enthusiastic and passionate team who know how to engage and talk to a wide array of consumers. Education is the starting point, but only part of the journey. Your team should be skilled and engaging communicators who know a thing or two about the subject.

All major routes to a formal wine education require progressing through four factual landmarks:

1. Remembering the basic facts.
2. Understanding what those facts mean in actuality.
3. Applying those facts to new scenarios.
4. Analysing and evaluating facts together.

That isn’t to say your team can’t take a detour through a more scenic route. You need qualified staff for sure, but make sure you’re using your time and money in the most effective way. Start with a basic introduction to the world of wine, specifically focusing on those on your list. Use this to engage your team and get them more interested, but to also gauge who the standouts are.

Once every member of the team has gained the basic knowledge, take those standouts and increase their level of training. Put them through an internationally recognised qualification, such as a Wine & Spirit Education Trust qualification, and push them to become your wine champions! Task them with keeping on top of the wines on the list, organising wine tasting events and ensuring every member is kept informed of key details, tasting notes, food matches, and more.

Communicate your passion

Jean-Paul Sartre wrote that, ‘Hell is other people’ and this (completely misunderstood) concept is vital to understand when it comes to wine. Wine exists within the perceptions of other people without us having influence over it. Yes, we can sway them with the power of suggestion, but as consumers become more confident in their own opinions, our influence as professionals will become less impactful.

Make sure your team don’t let their knowledge get in the way of their passion and enthusiasm for wine. As an educator, it’s far too easy to ‘over teach’. Those of us in wine understand terms like ‘body’ and ‘dry’, but it’s not always obvious to consumers. Repackage the formal education into your own words and make it part of your brand’s identity so your customers can understand you.

The key is figuring out how to use this information to guide, inspire and engage your consumer base. This has to start from a position of knowledge and therefore an education is crucial. Then, once your team has learned the wine, make sure they receive training in presenting it in a way that makes it a fun and exciting experience. Your customers will remember an entertainer more than a lecturer.

Seasonal food and drink pairing: Chianti and Bistecca alla Fiorentina

If you’re cooking over coals and fire, you can’t beat a Bistecca alla Fiorentina. Maximise that Tuscan feeling by opening a bottle of Da Vinci’s Chianti Riserva. Like all good Chianti, this has some bite that is tamed by the meat to release dark cherry, sage and aromatic spices.

**Do you have a question for one of the Drinks Doctors? Send your query to drinks@thecaterer.com

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