Off-licence staff will be offered on-the-job training by the Wine & Spirit Education Trust after a survey found "selling skills" were absent from the organisation's qualifications.
The poll by Wine Intelligence of
some 2,500 WSET students and tutors, and 123 top trade figures,
looked into the effectiveness of WSET education
it identify "opportunities for improvement", according to Lulie Halstead, managing director of Wine Intelligence.
that the WSET could
improve, it was revealed at the LIWF.
Ian Harris, chief executive of the WSET, said: "The industry is crying out for continuing professional development and keeping knowledge up
date. There are a lot of people who are not working for companies like Majestic where they could benefit from a basic
"answering challenging questions, making eye contact, and engaging customers" would be helpful for retailing staff, Harris said.
The course will initially be
offered to staff
at on-trade premises, with plans to roll it out to the off-trade within
a year, following a series of pilot schemes.
Harris added: "Training staff is not just a cost companies have to bear, it's an important investment in their business.
"If you give your staff a structured training programme you'll hang on to them longer."
The survey also found that the WSET's course materials , such as text books and study guides, need to be more up to date, and that, while classroom teaching is "respected", respondents want better access to distance learning through podcasts and DVDs.