Introducing The Professional’s Guide to Alcohol Tasting: A New Course for Sales Reps, Retailers & Suppliers

Learn Brands is excited to announce the launch of our newest training course: The Professional’s Guide to Alcohol Tasting. This course is built for distributor sales reps, supplier teams, and retail professionals who want to elevate their product knowledge, lead tastings with confidence, and sell with authority.

Why Your Tasting Skills Matter in the Beverage Alcohol Industry: Professional’s Guide to Alcohol Tasting Training Course

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.

With this Professional’s Guide to Alcohol Tasting course, you’ll learn how to:

• Confidently lead beer, wine, and spirits tastings for clients and customers.

• Identify off-flavors and assess quality before presenting products.

• Match customer preferences with the right recommendations.

• Share brand stories with authenticity and clarity.

• Upsell premium options by explaining value in sensory terms.

What the Professional’s Guide to Alcohol Tasting Course Covers:

Lesson 1: Why Tasting Makes You Better at Your Job

• Build trust and credibility with clients & customers.

• Use tasting skills to upsell and recommend confidently.

Lesson 2: Preparing for a Proper Tasting

• Create the right environment and glassware setup.

• Serve at the correct temperature for beer, wine, and spirits.

Lesson 3: The 5-Step Professional Method

• Sight, swirl, smell, sip, and savor.

• Apply this universal method across all categories.

Lesson 4: Category Differences

• Learn what defines quality in beer, wine, and spirits.

• Recognize freshness, balance, and production style.

Lesson 5: Taking Notes Like a Pro

• Use structured notes to sharpen memory.

• Build precise vocabulary to describe products.

Lesson 6: Avoiding Mistakes & Using Tasting to Educate

• Stay objective and avoid rushing.

• Use clear, guest-friendly language when sharing insights.

Who Should Take This Course?

This course was created for alcohol industry professionals who want to excel in their role:

• Distributor Sales Reps

  • Confidently present supplier portfolios and close more placements.

• Supplier Teams & Brand Ambassadors

  • Lead impactful tastings that bring products to life.

• Retail Buyers & Managers

  • Evaluate new products with clarity and guide staff with authority.

• Bartenders & Servers

  • Elevate guest experiences with knowledge-backed recommendations.

The Professional Edge

By the end of this course, you’ll be equipped to:

• Taste alcohol with intention, not just consumption.

• Speak the language of quality across categories.

• Deliver more engaging presentations and tastings.

• Build stronger connections with accounts, clients, and customers.

By the end, you’ll be able to guide guests toward their next favorite pour and elevate the customer experience, whether you’re behind the bar or on the sales floor.

Get Started Today

Distributor reps, supplier teams, and retail professionals who want to stand out can now enroll in The Professional’s Guide to Alcohol Tasting on Learn Brands.

Elevate your tasting skills. Strengthen your sales impact. Serve with authority.