Areni Global, an independent think tank dedicated to the future of high-end wine, has released its latest report, Rethinking Education: Shaping the Future of the Wine Trade.
This study, which took 18 months to complete, analyzes critical challenges in the sector, particularly profitability and staff shortages. By focusing exclusively on professional education within the wine trade—excluding viticulture and production—the report calls for a fundamental shift in how industry professionals are trained.
The Need for a New Educational Approach
One of the key insights from the research is that professional wine education remains overly focused on product knowledge—how wine is made, where it comes from, and what makes it unique. While this remains essential, recruiters highlight a more pressing concern: a lack of business acumen among candidates. According to the study, only 12% of recruiters report difficulty finding candidates with sufficient technical wine knowledge. Instead, many professionals enter the industry with unrealistic expectations, focusing solely on high-end wines without a solid grasp of the broader market, sales strategies, or distribution dynamics.
The Skills Gap: What the Industry Needs
The report identifies a growing demand for business-oriented skills, including:
- Financial literacy and project management
- Strategic thinking and data analysis
- Sales and marketing expertise
- Consumer insights and behavioral understanding
- Strong written and verbal communication skills
- Relationship management and networking
Pauline Vicard, co-founder of Areni Global, notes that many professionals in the wine sector did not initially plan to enter the industry. Many transition from hospitality or other fields after developing a passion for wine. This indirect career path often means that they lack structured training in essential business areas, making it harder for them to navigate the industry's economic realities.
A Call for Collaboration and Reform
Areni Global aims to leverage the findings of this report to engage with educational institutions, certification bodies, and industry leaders to reshape wine education. The goal is to ensure that professional training programs strike a balance between deep wine knowledge and the business skills necessary for long-term success in the trade.
Beyond education, Areni Global continues to explore other critical aspects of the high-end wine market, including distribution models, the impact of La Place de Bordeaux, and the evolving preferences of modern consumers. These topics are covered in the think tank's reports, podcasts, and industry events throughout the year.
Conclusion
As the wine trade faces increasing economic and staffing challenges, a more holistic approach to education is necessary. By aligning training with real industry needs, Areni Global hopes to equip the next generation of wine professionals with the tools to thrive. The report underscores the need for a shift from product-centric learning to a more balanced curriculum that includes business, strategy, and interpersonal skills—ensuring a stronger, more sustainable future for the wine trade.
Source: Vinetur