A wine specialist works in sales and marketing to match customers with wines that are appropriate for them. Some work with wineries and distributors to contact wholesale and retail clients, while others manage wine collections for stores or restaurants. People who want to work as wine specialists can get certifications, though they aren’t always required. Applicants for these positions typically need some industry experience as well as a demonstrated interest in wines and viticulture, which is the cultivation and management of grapes for the production of wine.
Distributors and wineries need specialists who are well-versed in the catalog and who are comfortable discussing the available wines and their production processes. They visit clients such as stores, restaurants, and bars to meet with the staff and sell products that are appropriate for the location. A wine specialist also makes sales calls and manages office orders. Maintaining good relationships with clients through social networking, such as attending events and giving small gifts during the holidays, can be a part of the job.
A wine specialist may be involved in the process of reviewing current products and determining if they fit with the distributor’s overall range as distributors consider adding new sources. When deciding whether or not to recommend new wine purchases, specialists consider prospective clients, the current lineup, and other factors. They may assist their employers in the creation of product notes and marketing materials.
The wine specialist curates a collection in stores and restaurants. Meetings with multiple wineries and distributors to explore potential sources, taste wines, and determine which ones fit in with the existing product family are examples of this. Wine experts also prepare notes and information about the products, as well as train salespeople to provide accurate information to customers. To stay current with the industry, the job may require some travel to visit facilities and attend trade shows.
Exams to demonstrate knowledge of wines and viticulture are typically required for certifications for wine specialists. These tests are designed and administered organizations such as the Society of Wine Educators in the United States. People who have these credentials can publicize them and use the logos that go with them on their business cards and other materials. Depending on the nature of the certifications, a wine specialist with certifications may find more job opportunities in some markets. Continuing education is also available through such organizations, allowing experts to keep up with changes in the field.