How WSET training strengthened Germany’s no1 Spanish wine retailer

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For over 25 years VINOS has been the number one specialist retailer for Spanish wine in the German market. 

 

With a selection ranging from Spain’s renowned wine regions to lesser-known hidden gems, VINOS takes pride in offering high-quality products at unbeatable prices. Through their online store and nine physical branches VINOS provides a top-tier experience for their customers with the advice and expertise of their specialist trained staff. 

Find out how WSET training helped VINOS Germany transform staff knowledge into better service, stronger sales and brand credibility. 

 

The challenge

Positioning their brand as trusted experts in the wine trade was an important goal for VINOS. Their commitment to supplying top-quality products and exceptional customer service meant they needed to strengthen the expertise of their employees. VINOS needed to ensure their staff had the necessary in-depth wine knowledge to inform and inspire their wine selections and to give credibility to their customer interactions.

"The WSET training has broadened my knowledge of the world of wine. I can now advise customers even better and respond more specifically to their questions.”

Matthias, Retail Team

The solution

VINOS introduced WSET Level 2 and Level 3 Award in Wines courses as a key part of their continuing education programme. These courses allowed employees to deepen their wine knowledge and apply it in practice. Through interactive training sessions and exams, employees received globally recognised qualifications that validated their expertise. 

Vinos shopfront

"I gained in-depth insights into wine production and got to know a variety of grape varieties and growing regions. But the highlight was definitely the systematic approach to tasting wines,  which developed my understanding and sensory perception."

Martina, VINOS Finance Team

HHR Profile Test, QA Lead

The results

  • Enhanced customer service: Employees' in-depth wine knowledge led to more informed product selections and credible customer interactions, directly improving customer satisfaction and loyalty
  • Increased sales: The improved expertise and confidence of the staff translated into higher sales, particularly of premium products, as customers trusted their recommendations more
  • Stronger brand positioning: By positioning their staff as knowledgeable wine experts, VINOS strengthened their brand's reputation as a trusted authority in the wine trade
  • Employee development and retention: The personal development opportunities provided by the WSET courses increased employee motivation and retention, reducing turnover and associated recruitment costs
  • Team cohesion: The shared experience of in-house training fostered a sense of teamwork and collaboration, enhancing overall workplace morale and productivity 
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