At Wine Paris 2025, Areni Global unveiled its whitepaper Rethinking Wine Education, the result of an 18-month research initiative led by CEO Pauline Vicard. The project addressed a pressing concern in the wine industry: the persistent gap between current educational offerings and the evolving needs of the global wine trade.
Findings: A Misalignment of Passion and Proficiency
The research encompassed roundtables, workshops, and interviews with key stakeholders across the USA, Netherlands, and China, including recruiters and educators. The consensus was clear—while the industry attracts passionate and creative individuals, many lack essential business competencies.
Notably, institutions like the Wine & Spirit Education Trust (WSET) reported a 15% rise in Diploma candidates in 2024, demonstrating strong demand for wine-specific education. However, trade leaders consistently highlighted critical deficiencies in broader professional skills—particularly in sales, finance, and strategic planning.
The Ten Core Skill Gaps Identified by Areni Global
- Financial literacy and commercial awareness
- Project and operations management
- Sales strategy and execution
- Market and consumer insights
- Digital content creation
- Data literacy and analysis
- Professional resilience and adaptability
- Negotiation and conflict resolution
- Strategic foresight and entrepreneurial initiative
- Communication: editing and writing
This deficit extends beyond technical knowledge. Respondents cited challenges with communication styles, noting that some professionals are unwilling to promote wines they dislike or speak condescendingly to customers.
Conclusion: Towards a Holistic Wine Education Model
The whitepaper argues for a recalibration of wine education—integrating commercial and interpersonal competencies alongside traditional wine studies. Such a shift is essential to develop well-rounded professionals capable of sustaining and scaling profitable wine businesses in a competitive global market.
Source: Areni Global