Non-branded education is an appealing concept in this age of perpetual marketing. That was one of the first things that struck me at a demonstration of Wine & Spirit Education Trust (WSET)’s “Masterclass” tasting for members of the wine and spirits media.
WSET provides four levels of qualifications in wines and spirits, and now has introduced qualifications for sake. The programs are offered to beginners and professionals in 70 countries, including London, Hong Kong, and New York City.
WSET’s goal has been to codify the language — standardize it so that professionals can communicate in purer terms. This “Systematic Approach to Tasting,” based on sight, smell, and taste, breaks away from scoring systems that drive sales.
Since I began writing a drinks column for Moffly Media, (Greenwich, Stamford, Darien-New Canaan, Westport and Fairfield Living Magazines), I realized how many descriptions of wines, beers and spirits come straight from the company websites.
“It’s an immense challenge to avoid brand influence,” says Allen Katz Director of Spirits Education and Mixology for Southern-Glazers Wine & Spirits and head distiller/co-founder of New York Distilling Company regarding spirits criticism.
To learn more about WSET courses and find a local Approved Program Provider, visit the website at www.WSETglobal.com