The Pub Show catches up with the team from the Wine & Spirit Education Trust (WSET), who have partnered with the show to host a session entitled 'Master the Art of Beer with WSET' at this year's event. 

It’s a year since WSET launched Level 1 and Level 2 Awards in Beer, what has been the reaction from the industry?  

We’ve had a really wonderful response from the industry so far. Candidates strongly agree that our beer qualifications have improved their product knowledge, tasting skills and beer confidence — and that they had fun learning! 

We’ve trained the sales team from Asahi UK, Heineken UK’s marketing team, front of house staff at the Guinness Storehouse and Open Gate Brewery, alcohol-free beer brand Lucky Saint, and more. We developed our courses to deliver universally applicable knowledge for people in all aspects of the beer industry, so we’re thrilled to see so many different roles benefiting from our qualifications. 

Why is beer education increasingly important for the pub & bar trade? 

Two key reasons – one, we’re still seeing a lot of premiumisation at pubs and bars and as venues are bringing in new styles, including gluten-free and low-alcohol beers, bar staff need to be confident to describe and sell them. Two, with these premium products, getting the serve right is so important. In our courses, we cover a range of beer styles and how to taste them, along with service, storage, and food pairing, so teams can give customers the best possible experience to keep them coming back.  

How can pubs leverage WSET qualifications to stand out in a competitive market?  

With over 55 years of educational experience, we know that WSET qualifications are the perfect training tool to get pub and bar teams more engaged, better equipped to talk about the products they offer, and more likely to stay with the business. 

WSET’s beer qualifications build your team’s beer confidence by developing their product knowledge and tasting skills.  Our courses are taught by rigorously trained industry experts, who can add insights to make the learnings even more relevant for your business. We meet your team where they are, offering in-person and online training options. We provide comprehensive materials that ensure exam readiness. And, upon passing, participants gain a globally recognised qualification, enhancing their careers in the drinks trade. 

What role does drinks education play in attracting a new generation of pub-goers? 

The latest generation of drinkers can use the power of social media to drive trends (including the potential to cause beer shortages, as seen recently with Guinness!). So bar staff need to be ready for anything. This means that they need to be familiar with a range of beer styles, how to describe them and how to serve them. Beer education can help your team feel inspired, empowered and confident, no matter what brand or trend takes off next!  

Do you have any predication for drinks trends we’ll see in 2025?   

In the beer world, I expect that we’ll continue to see growth in no- and low-alcohol beers, particularly on draft. I also think we’ll see a continued focus on sustainability in all aspects of production – from ingredient sourcing and packaging to distribution. Lastly, I’d personally love for malt-driven lagers, like Munich Dunkel and Vienna Lager, to have more of a moment this year. They’re such great styles and it would be even better if they were easier to find! 

What’s coming up for WSET in 2025, and how can pub operators get involved?       

This year, we’re focusing on delivering our beer qualifications to even more pubs, bars and breweries.  If you’d like to hear more about our qualifications and how they can benefit your team, join us for our masterclass - Master the Art of Beer with WSET - at The Pub Show on Monday, March 17th at 3:15pm. Can't make it? Reach out to Natalya Watson on nwatson@wsetglobal.com to discuss how we can get your team trained up!