WSET, the largest global provider of wine qualifications, will launch its first-ever global Wine Education Week from Sept. 9-15.
Wine Education Week will be supported by a global network of brand ambassadors, including Alyssa Vitrano (grapefriend), Kelly Mitchell (The Wine Siren), Chelsie Petras (Chel Loves Wine) in the U.S., Olly Smith in the UK and Terry Xu in China.
Part of WSET’s 50th anniversary campaign, Wine Education Week aims to engage with the growing population of wine consumers worldwide, the organization says, encouraging them to learn more about wine.
The campaign will kick off on Monday, Sept. 9, with food-and-wine pairing launch events across the world at 6 p.m. local time in 24 countries. Starting with Auckland, New Zealand and ending with Los Angeles, WSET aims for a continuous 24-hour global food-and-wine tasting session.
In the U.S. launch, events are being hosted by the WSET office in New York and Los Angeles. In the UK the launch event will involve an attempt to break the Guinness World Record title for the largest-ever recorded somm lesson, which currently stands at 271 people.
Following the launch, Wine Education Week will roll out with WSET course providers in 45 countries, hosting more than 450 educational events to encourage consumers to learn more about wine and to drink “better.” With introductory sessions ranging from “Finding the Perfect Match” to “World Wine Monopoly” to “Mastering Maturation,” the events are meant to help consumers make wiser choices when choosing a bottle, while also enabling the trade to benefit from the increased likelihood of upselling. In the U.S., WSET course providers are organizing more than 65 events in 30 cities over Wine Education Week.
“Wine Education Week is an inspiring initiative that promotes WSET’s mission to inspire and educate wine consumers as well as trade professionals,” says WSET CEO Ian Harris. “It is reaching out worldwide through our network of course providers to engage with consumers across every continent, from New Zealand to Thailand to Mexico. I can’t think of a better way to celebrate WSET’s 50th anniversary and to demonstrate the progress we have made with wine education over the last 50 years”.
WSET will support Wine Education Week through a range of promotional activities including a dedicated Wine Education Week website (in English and Chinese), in-market PR and social media support in the UK, U.S. and China.