At Asahi UK, home to premium beer brands like Peroni Nastro Azzurro, Asahi Super Dry, Meantime, and Fuller’s London Pride, delivering exceptional customer service starts with expert knowledge. Earlier this year, Asahi UK became the first company to have its national sales team complete the new WSET Level 1 Award in Beer – a significant milestone in the beer industry.
So, what exactly did this training achieve, and why is it a game-changer for beer enthusiasts and professionals alike?
Read more about this custom course from Natalya Watson, WSET Business Development Manager for Beer, and Craig Nelson, Director of Sales at Asahi UK.
The course: WSET Level 1 Award in Beer
Whether you’re a beer beginner or looking to expand your knowledge, this short course is designed to deliver a comprehensive introduction to the world of beer.
Participants explore:
- how beer is brewed
- popular styles and their unique characteristics
- tips for serving and pairing beer with food
- tasting techniques using WSET’s Systematic Approach to Tasting®
The course ends with a globally recognised qualification, and is available to study both online and in-person, offering flexibility for all learners.
What changed for Asahi?
Deeper knowledge
The course gave 80 team members the tools to understand and explain beer production and styles with greater clarity, elevating their confidence in customer interactions.
Building beer expertise across the industry
This newfound expertise isn’t just theoretical – it’s already creating opportunities. After seeing the impact of the training, Asahi’s customers, including LWC Drinks, Majestic Wine, Drake & Morgan, and Mitchells & Butlers, reached out to Asahi to request similar custom courses for their teams.
What did Asahi employees think of the course?
The WSET Level 1 Award in Beer has already left a strong impression on the Asahi UK team. Employees shared how the course has boosted their confidence, broadened their beer knowledge, and even inspired future ambitions.
One team member reflected, “I enjoyed learning about the brewing process and now feel really comfortable explaining how beer is made and the key ingredients.” Another shared how the training has sparked career aspirations: “It has made me want to do Level 2 and use it to progress my career to move roles and work with brands more.”
The feedback also highlighted how the course reinforced the team’s ability to engage customers effectively. “The content we learned will be great to refer back to when talking to customers to elevate our understanding of the total beer category and boost confidence of our sales team and customer relationships,” said one participant.
Others praised the delivery of the course itself. “Professional delivery by WSET both in terms of content, materials and particularly the in-person exam. Proud to have challenged myself to strive for the qualification,” noted another team member.
Why does beer knowledge matter?
For Asahi UK, beer knowledge is more than a nice-to-have; it’s essential to building trust with customers and maintaining their premium reputation. As Craig Nelson, Director of Sales, puts it:
"An excellent understanding of beer is the foundation of our commercial and technical team, so we committed to invest in training through WSET, the global leader in drinks education."
With the growing interest in beer across the UK, having an informed and confident team means better customer experiences – from pubs to fine dining establishments.
Ready to take the next step?
Whether you’re in the drinks industry or simply want to learn more about beer, WSET’s Level 1 Award in Beer is your gateway to a richer understanding of the world’s favourite beverage.
Contact us to learn more about WSET training opportunities or explore custom courses tailored to your needs.
