Crown Cellars Becomes Corporate Patron of the Wine and Spirit Education Trust

Crown Cellars, the specialist wine and spirits division of Carlsberg UK, has become the latest organisation to support The Wine and Spirit Education Trust (WSET) as a Silver Patron.

The Corporate Patrons programme ensures that the WSET receives essential funding to continue to develop its world class courses and qualifications.

James Lousada, Chief Executive of Carlsberg UK, says: "We are delighted to be supporting the excellent educational work that the WSET carries out at all levels. We have always admired the WSET’s commitment to deliver first class qualifications for the trade and, place education and training high up on our own agenda. All of our 70 regional sales managers have been put through wine and spirits training as have our telesales team. Indeed, the entire field sales force have recently gained their Level 2 WSET Wines & Spirits certificate.

"We believe that knowledge is the key to our customers growing their wine sales and to ultimately improving the customer experience. If staff are confident to talk about their range, to offer advice about different grape types and to make food and wine matching recommendations, then the overall customer experience can be dramatically improved. We are extremely proud of the expertise that we have within our own business. Our 8 wines and spirits managers have over 100 years-experience in the on-trade combined, which is pretty unique."

Ian Harris, WSET Chief Executive says: "Having the support of Crown Cellars as a Corporate Patron will mean that both organisations can benefit from a closer working relationship. Crown Cellars joins a list of companies, all of whom recognise the value that education can bring to their business and customers. We are very grateful for their support."

Crown Cellars is approved by the WSET to deliver their training courses and since 2010 has trained 330 of their customers to WSET Level 1 Award in Wines.