Ep 10: Why Are So Many People Signing Up for Wine Education?

Why are so many people suddenly fluent in tannins, terroir, and Tokaji?

There is an explosion of interest in wine education — and not just in the wine trade. Thousands of enthusiasts are signing up for wine courses, regardless of difficulty or cost.

What’s driving this new thirst for knowledge? Is it fun, status, or the chance to bond with others? s not just about work: many are taking courses for fun, for status, or to bond with others. The episode dissects the appeal of rigorous wine courses, from the WSET diploma to the notoriously difficult Master of Wine, and what motivates people to sign up even when pass rates are low and costs are high.

This episode also touches on how education is becoming a new kind of cultural capital, replacing the arts as a marker of sophistication. It features features personal stories, educational psychology frameworks like the Human Givens model, and historical insights into how institutions like the WSET and the Court of Master Sommeliers evolved.

Meet Your Hosts:

Lulie Halstead founded and led international consumer research and strategy consultancy Wine Intelligence, and led it to a successful PE exit. Today she is a renowned global beverage alcohol and wine sector specialist, focused on consumer behaviour, strategy, retail and hospitality. An accomplished keynote speaker, she has spoken at more than 70 international events over the past 20 years.

Felicity Carter is an award-winning wine and drinks journalist, editor, speaker trainer and content strategist. She led Meininger’s Wine Business International to become the world’s most must-read wine trade magazine, and was founding Executive Editor of The Drop/Pix, which the Wall Street Journal named one of the most trusted sources of wine information. A regular keynote speaker, she was named a 2024 Industry Leader by WineBusiness Monthly.