Boosting premium spirit sales with WSET training

The Revel Collective (formerly Revolution Bars Group) operates a portfolio of over 90 bars and pubs across the UK, employing over 3,000 people. Known for their vibrant venues, creative cocktails, and premium spirits, this leading bar group offers customers an engaging experience that includes interactive masterclasses led by knowledgeable bar teams.

Discover how WSET training helped The Revel Collective boost premium spirits sales and elevate their team’s expertise.

The challenge

The Revel Collective aimed to boost their bar staff’s spirits knowledge to help them confidently upsell premium products, elevate the customer experience, and improve training programs for head bartenders across multiple locations.

The solution

The Revel Collective’s 2 brands, Revolution and Revolucion de Cuba, invested the WSET Level 2 Award in Spirits training for their head bartenders and bar managers. The course focused on providing detailed knowledge about different spirits, production methods, and systematic tasting, which was then incorporated into both staff training and customer interactions.

The results

• Boosted premium spirits sales: Venues with WSET-trained staff achieved a 4.1% rise in upselling, compared to 1.8% at non-trained sites. 
• Built top-performing teams: 8 out of the top 10 Revel Collective venues for upselling had at least one WSET-trained team member. 
• Improved internal training: Armed with WSET knowledge, managers created consistent training standards through a blend of online and in-person sessions.
• Elevated customer experiences: WSET-trained bartenders confidently highlighted the quality and story behind the spirits, helping customers make more informed choices.