If your staff can't explain the difference between a Pinot Noir and a Pinot Grigio, they're not selling wine. They're stocking shelves.

If you run a liquor store, bottle shop, grocery alcohol department, or convenience store, you already know the math. You hire someone, spend a few weeks getting them up to speed, and then they leave. You start over. Repeat.

In today’s competitive alcohol market, the difference between an average sales pitch and a compelling one often comes down to tasting ability. Whether you’re introducing a new spirit to an on-premise account, hosting a beer sampling, or recommending a wine to a retail buyer, tasting skills build credibility and trust.

Whether you’re stocking shelves, serving cocktails, or answering guest questions, this course gives you the essential talking points you need to recommend whiskey with ease.