Enotria & Coe has been at the forefront of the UK’s wine and spirits industry for over 50 years. As one of the UK’s leading drinks suppliers, it prides itself on building strong relationships with customers and producers alike. Its success can be attributed to its commitment to equipping staff and customers with in-depth product knowledge, which helps to boost confidence – and sales, through learning.
In this exclusive Q&A, Charlie Carter, Training Manager at Enotria & Coe, shares how WSET training has empowered their team, improved customer interactions, and set new benchmarks in the drinks industry.
To find out more about training options for your team, take a look at the Enotria & Coe case study.
Can you tell us a bit about yourself?
I’ve been with Enotria & Coe for over two years, and for the last year and three months, I’ve led the WSET training programme. I hold the WSET Level 4 Diploma in Wines and a WSET Level 2 Award in Spirits.
How does Enotria & Coe use WSET courses?
We use WSET training to educate our on-trade customer base and facilitate professional development. It’s a valuable tool for driving business growth and improving our team’s wine knowledge. For our staff, WSET courses build confidence and help them engage effectively with our customers.
What are the benefits of taking WSET qualifications?
There are so many benefits but some of the key ones include:
- Providing on-trade staff with formal qualifications to enhance their CVs and employability.
- Inspiring individuals to pursue careers in wine, spirits, sake or beer.
- Building confidence to make appropriate customer recommendations.
- Improving product communication by giving staff the tools to describe and explain products effectively.
- Offering a chance to network with like-minded professionals who are also passionate about hospitality and drinks.
- Changing the way people experience products by introducing analytical tools to evaluate quality and value for money.
How has WSET training benefitted your team?
It’s all about upskilling together. My training team is small, but I’m committed to giving them the tools they need to succeed in WSET education. Supporting their development helps us retain good staff with a positive attitude.
How has WSET training impacted customer service?
I deliver the course programme with a focus on equipping candidates with everything they need to succeed. This ensures our staff and customers feel confident in their knowledge and ability to navigate the world of wine and spirits.
How has WSET training influenced your targets?
Despite having a small training team, Charlie and his colleagues have made a significant impact – training over 700 hospitality staff in the past year alone.
We have seen a visible uptick in premium wine sales from those who have utilised our resources, and this is great to see. It reflects the increased confidence of floor staff when communicating about these products with customers.
Our training provides relevant knowledge and upskilling for our customers to succeed. This supports business growth, staff retention and satisfaction.
What’s your overall impression of WSET courses?
10 out of 10.
I thoroughly enjoy delivering the courses. People find them incredibly rewarding, particularly the practical tasting elements. The courses are well-structured, with plenty of resources to support effective learning.
Personally, it’s a privilege to inspire others and play a role in their development. WSET gave me the platform to grow my knowledge, and it’s a pleasure to help others continue this legacy.
Ready to empower your team with WSET training?
Whether you’re in hospitality, retail, or wholesale, WSET training can provide your team with the skills and confidence to excel.
Contact us today to explore WSET training opportunities or custom courses tailored to your business needs.
