Whether you’re starting out fresh from full-time education or considering a career change, the wine trade holds a romantic allure for many a wine lover. But as some have found, the reality can fall short of the imagined utopia of international travel and long, boozy lunches.
Here we look at five steps you can take to ensure that you build a career in the drinks industry with the strength, intention and savvy to last.
1. Learning is a lifetime’s task
It’s a bald fact that the drinks industry is one that requires specialist knowledge – but many confuse a general love of wine with the professional-standard understanding required to really excel. Lots of other industries, like Finance and Architecture, require you to sit exams to prove your knowledge if you want to progress. It’s not such a strict requirement in wine. However, it’s recommended consider taking courses and qualifications if you want to show prospective employers that you’re serious and you want to stay at the top of your game.
Our Advice:
– Learn as you go. Wine School Italia offers a range of beginner to expert WSET courses. At a basic level, WSET Awards can initiate you in the basics of wine production and tasting – ideal for those who are transitioning into the industry off the back of other specialist skills. Petri Pentikainen, General Manager at Red Roof Skye says: “Gaining a WSET qualification and showing my passion and commitment to wine were major reasons my first employer decided to recruit me. They relied on the qualification and my passion as I hadn’t work in a restaurant before, yet I was going to oversee their wine list and to be on the floor recommending wines to accompany guests’ meals.”
– Get focused. For those in customer-facing roles where wearing in-depth knowledge lightly is a key skill, the WSET certification offers unparalleled insight. From level 4 to Level 4 WSET, you can build a in-depth knowledge. The Wine Business unit particularly is a fascinating opportunity to learn more about the mechanics of the industry from trade experts Frank LaSusa, co-founder of Corvina Wine Company in Wisconsin, comments: “The WSET Diploma provided the foundation, support, discipline, and guidance to achieve a solid understanding of the wine trade from vineyard to the commercial aspect of the industry.”
– Exams aren’t everything. Seek out trade magazines and read blogs. Then taste, taste and taste some more to ensure you’re fully immersed in what’s going on in the trade.
2. Network. Then network some more
The Network of Contacts: Love and Hate of Our Time! Just like in any other industry, cultivating relationships is essential in the wine world. Fortunately, the beverage sector is highly social. Set aside your fear of mispronouncing a wine name and focus on building a network that could lead you to your dream job. The most important thing is to have the right approach.
Our Advice:
– Attend tastings. Check Instagram, Twitter, and the industry event calendar in your area, but be selective. For example, if you’re interested in the restaurant business, attend trade fairs specifically for professionals in this sector or join specialized events focused on a wine region that particularly interests you.. Controllate Instagram, Twitter e il calendario delle manifestazioni di settore della vostra zona, ma siate selettivi. Ad esempio, se siete interessati alla ristorazione, partecipate a fiere riservate agli operatori di questo settore o partecipate a eventi specializzati su una regione viticola che vi interessa particolarmente.
– Be present online. All social media platforms can be effective for gaining visibility, but for the wine industry, Instagram and X tend to work best. Peter Pharos, one of the writers for timatkin.com, who landed the role through a X contest, stated: “X is the only channel I used to promote my connections and my writings… The biggest surprise (I’ve been on X for a short time) is how easy it is to connect with others. People at all professional levels respond and engage.”
– Don’t be too niche. If you work as a sommelier, don’t limit yourself to attending only sommelier events. You might end up with a too narrow perspective of the industry.
– Promote Your Strengths. Are you fascinated by wine aging in oak and want to become an international expert? Do you want to build a network of contacts specialized in a niche product? Don’t be shy—let everyone know!
3. Don’t Get Your Hopes Up Too Much
It Doesn’t Matter What Your Degree or Previous Job Was. One thing unites everyone in the wine industry: you start from the bottom. This often means getting used to long working hours, low wages, and physically demanding tasks. It might seem like too big an investment for too little return, but experiencing the toughest aspects of the industry will give you invaluable insight and understanding.
Our Advice:
– Join a Harvest. Helping during the grape harvest is a unique experience—the only real way to truly understand what producers mean when they say everything is done by hand in the winery. This hands-on experience will add authenticity to your sales techniques, whether you’re recommending a fine bottle to a restaurant customer or writing a business email. Sophie Thorpe, Communications Manager at Berry Brothers & Rudd, shares her experience in Australia: “For me, stepping away from books and into a real winery was incredibly important […] This experience confirmed that there is always so much to learn and that almost everything in wine is highly subjective. Moreover, I feel that thanks to this experience, producers see me differently—when I talk to them, they seem to appreciate my effort in going beyond my office job.”
– Seeing Is Believing. Working at the International Wine Challenge a few years ago gave me great confidence in the authenticity of wine competition results. If you want to truly understand something, the best way is to immerse yourself in the reality that interests you.
4. Let’s Talk About Money
Or, More Plainly, Let’s Talk About Earning Potential. Many of us dream of having a stimulating and fulfilling job—one that also pays the mortgage. Can the wine industry offer both? Many agree that working in wine is not a path to wealth, and the industry’s low profit margins support this view. Realistically, making a fortune in the wine world is unlikely, but when searching for a new job, it’s essential to understand your value within a given context.
Our Advice:
– Emotional Fulfillment. Working with a product you love is one of the undeniable privileges of the wine industry —many would even say that the emotional satisfaction makes every effort worthwhile.
Mark Guillaudeu, Beverage Director at Commis in California, dreams of opening his own restaurant one day. From his perspective, what makes the wine industry unique and rewarding is that “it’s a long journey, but as some say, if you love what you do, you add five days to your week… and damn, I love my job!”
– But Beware of the ‘Passion’ Factor. There’s a difference between accepting a modest income and being exploited in the name of passion. It’s important to set boundaries when working in an industry where emotional fulfillment is often considered part of the compensation package.
– Consider Your Transferable Skills. This is especially important if you’re transitioning from another industry. If you have a strong background in marketing, for example, starting as a retail sales associate in a wine shop isn’t necessarily the only way to break into the wine world.
– Set Your Priorities. This advice is especially relevant for those open to working in different areas of the industry. Defining your priorities—and what you are or aren’t willing to compromise on—will help clarify your professional path.
5. Flexibility Helps You Move Forward
If You’re Set on a Monday-to-Friday Office Job, Wine Might Not Be for You. Hospitality, retail, sales, and events all require working hours that don’t always align with a typical social life. On top of that, long trips are often part of the job—sometimes to exciting destinations, and other times… to places that are far less glamorous.
Our Advice:
– Go Where the Spending Power Is. While selling wine in rural areas might seem appealing, ambitious merchants know that to achieve financial success, they need to set up their business in cities where there is greater purchasing power.
– Be Ready to Relocate. Many wholesalers and retailers are based on the outskirts of major cities, near key transport routes that facilitate their operations. If you’re willing to work in less central locations, you’ll progress faster than those who insist on staying in the trendiest parts of the city.
– Career Plans Must Be Flexible. You may have a clear vision of where you want to be in five years, but in an ever-changing economic landscape, how can you predict what the industry will look like even a year from now? Being flexible and open to new challenges is essential in any career—especially in the wine world. Even if you’ve always dreamed of becoming a purchasing manager, it doesn’t necessarily mean it’s the right job for you.
The Wine World Is a Unique Industry. For those who aren’t afraid of hard work, it offers endless opportunities—and rewards. Thoughtful and sustainable career choices can lead to international travel, tasting world-class wines, and meeting people who share your passion. For many, working in wine is a dream. By following our advice, you can turn that dream into reality.
