How Asahi UK rolled out large-scale WSET beer training

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Asahi UK is a subsidiary of Asahi Europe & International, responsible for sales, marketing, and customer operations across the UK and Ireland. Their portfolio includes premium beer, ale, and cider brands such as Peroni Nastro Azzurro, Asahi Super Dry, Meantime, Fuller’s London Pride, and Cornish Orchards.

 

As one of the largest Napa Valley growers, they produce luxury grapes in 10 American Viticultural Areas (AVAs) and supply a leading portfolio of iconic American brands across the Americas. To support their sales teams and hospitality professionals in confidently communicting the story behind every bottle, they partnered with WSET to roll out a structured, scalable education programme.

 

The challenge

Treasury Americas needed to ensure employees felt confident discussing wines and understanding different styles and regions to build customer trust and drive sales. They also needed a systematic, easy-to-follow education programme that could be integrated into the corporate environment.

"An excellent understanding of beer is the foundation of our commercial and technical team, so we committed to investing in training through WSET, the global leader in drinks education."

Craig Nelson, Director of Sales at Asahi UK

The solution

A comprehensive WSET education programme was implemented, offering Level 1, 2 and 3 Award in Wines courses. These courses provided a structured approach with clear objectives, making it easier for employees to follow and achieve a WSET qualification.

Treasure Americas uses WSET certification to show their commitment to employee development, helping attract and retain top talent. They fully fund the courses, including exams and materials, and hold in-person sessions to build comradarie and teamwork.

"Asahi UK is thrilled to be the first field sales and technical operations team to help set this new standard in the beer sector.”

Team member, Asahi UK

“It has made me want to do Level 2 and use it to progress my career to move roles and work with brands more.”

Asahi UK team member

The results

  • Enhanced customer interactions and higher sales

  • Increased confidence in discussing and selling wines

  • Strengthened bonds between employees, fostering collaboration and a cohesive work environment

  • Increased employee retention, reducing turnover

  • Fostered employee loyalty through an appreciation of investment in their professional development

 

Learn more about the impact of WSET beer training on Asahi UK's team

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