We don’t sell wine.
We show you how to.

Wine is the drink of choice when dining out and it makes sound business sense to invest in your staff’s ability to sell it. Our team of ‘Vinarchists’ are rewriting the rule book on wine training to deliver a range of fresh, engaging and targeted programmes. Helping to drive forward businesses just like yours.

Our platforms are designed to transform the way your employees understand, talk about and sell wine. We’ve combined the highest levels of wine industry and hospitality know-how with decades of experience delivering training to some of the world’s most successful multi-national corporations to create a unique learning programme.

Our enviable record of success has helped boost wet sales with clients ranging from independent pubs and restaurants to large, international retail chains.

In addition to our wine training courses, we provide a consultancy service to businesses who lack a sommelier and need bespoke assistance for anything wine related. Please email or phone to discuss your requirements.


Designed specifically with the on-trade environment at its core, our focus is delivering a complete solution. From service basics, through food and wine pairing, all the way up to and including sales coaching, we ensure wine can achieve its potential as a high value asset within your business.


We have no loyalty to merchants, no team of buyers to appease and no examination boards to placate. This objective stance means we can focus on maximising wet revenue based only on your current wine selection and nothing else.


We understnd that no two businesses are the same. This is why our consultative approach ensures our training is totally tailored to suit your requirements. Our training engages with your wine list, your food and your premises. By bringing the training to you we can also help reduce the number of lost staff hours and travel costs.


Our aim is simple and universal. Through fun and informative training we invest in your team. We give them the skills to create the perfect experience for your guests. When you’re guests are happy they spend more money, and most importantly, they’re more likely to return.

We  understand  your  business’  needs,  your  employee’s  capabilities  and  your  guest’s  expectations.

Every Advisor is educated to a minimum of WSET Advanced Level 3 and Vin d’Am regularly consults with leading Masters of Wine to ensure that our material is always current and correct.

Vin d’Am’s training is tax deductible.

Our Wine Training Packages

View more about the individual training packages available