Wine experts connect customers with wines, working in sales and marketing for wineries, distributors, stores, and restaurants. Certifications are available, but industry experience and interest in viticulture are necessary. They organize wine collections, train staff, and travel to visit facilities and attend trade shows.
A wine expert works in sales and marketing to connect customers with wines that meet their needs. Some work with wineries and distributors to contact wholesale and retail customers, while others may be employed by stores or restaurants to manage their wine collections. Certifications are available for people who want to work as wine experts, although they may not be necessary. Candidates for these positions typically need some industry experience and a demonstrated interest in wine and viticulture, in growing and managing grapes for wine production.
Experts working for distributors and wineries need to know the catalog well and feel comfortable talking about the available wines and their production processes. They make sales visits to customers such as stores, restaurants and bars to meet with the staff there and sell products appropriate for the location. A wine expert also makes sales calls and handles office orders. Part of the job may involve maintaining good relationships with customers through social media, such as attending events and offering small gifts during the holidays.
As distributors consider purchasing new sources, a wine expert may be involved in the process of reviewing current products and determining whether they fit within the distributor’s general range. Experts consider potential customers, existing programming and other factors when deciding whether to recommend new wine purchases. They can work on developing product notes and marketing materials for their employers.
In stores and restaurants, the wine specialist organizes a collection. This could include meeting with various wineries and distributors to explore possible sources, taste wines and determine which goes well with the existing product family. Wine experts also write product notes and information and train sales staff so they can provide accurate information to customers. The job may involve some travel to visit facilities and attend trade shows to keep up with the industry.
Certifications for wine experts often involve exams to demonstrate a knowledge of wines and viticulture. Organizations such as the Society of Wine Educators in the US design and administer these tests. People with these qualifications can advertise them and use the accompanying logos on their business cards and other materials. A wine specialist with certifications may find more employment opportunities available in some markets, depending on the nature of those certifications. Continuing education is also available through these organizations to allow specialists to monitor developments in the field.
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