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The Development of the Academy of Wine Service

Jeremy Bennett (Chairman of The Academy of Wine Service)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 January 1993



The Academy of Wine service was founded in 1988 to raise the standard of education and skills in the service of wine in the hotel, restaurant and catering industry. In September 1991, the Academy launched its ‘Professional Wine Service Training Package’, which was specifically designed to satisfy waiters' wide‐ranging needs and time constraints. The programme provides a single, open and flexible learning package to develop trainees competence and thus help them secure a national vocational qualification (NVQ). Following extensive field trials, the success of the Traning Package is clear to see: volume sales and average spend per head rose substantially, with sales up +18% in participating Forte Hotels and +16% in participating independent hotels and the investment in training was recovered with an avarage 15 weeks. Additionally, the Academy of Wine Service has organised an annual programme of tutored tastings, produced a bi‐monthly newsletter, “Wine Line”, set up awards, scholarships and national competitions, and expanded its membership benefits. Five years on, The Academy of Wine Service is now recognised as the national education and training authority for professional wine service and is now being developed into The Academy of Food & Wine Service to provide a total training package for the entire industry by the beginning of 1994.



Bennett, J. (1993), "The Development of the Academy of Wine Service", International Journal of Wine Marketing, Vol. 5 No. 1, pp. 23-29.




Copyright © 1993, MCB UP Limited

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