Knowledge Builds Confidence — and Confidence Sells Wine
At Frazier Jones Wine Merchants, we believe that well-trained, knowledgeable staff are the key to a successful wine offer.
We offer tailored wine training and education programmes for our trade customers across the Midlands, Thames Valley, and Cotswolds, designed to empower your team and drive your wine sales.
Whether you're running a pub, restaurant, hotel, or retail outlet, we can help your team build the knowledge and confidence they need to recommend wines with ease.
Our Wine Training Services
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Wine List Training
Detailed sessions helping staff understand the wines on your list — including tasting profiles, food pairings, and key talking points. -
Introduction to Wine
For new starters or less experienced team members, we offer a structured introduction covering grape varieties, wine styles, and service techniques. -
Upselling and Customer Service Tips
Practical advice on how to confidently recommend premium wines, suggest food and wine pairings, and increase customer satisfaction. -
Tasting Workshops
Organised tasting events for teams to experience different styles and improve their palate, making it easier to guide customers. -
Seasonal Updates
Short refresher sessions when you change or update your wine list.
Training can be delivered on-site at your premises, or at our tasting room, whichever suits you best.
Why Choose Frazier Jones Wine Merchants for Wine Education?
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Experienced Educators
Our team has decades of experience across the wine trade, hospitality, and education sectors. -
Tailored Approach
Every training session is customised to suit your specific wine list, service style, and team knowledge level. -
Flexible Delivery
Short, focused sessions or more in-depth workshops — we adapt to what works best for your business. -
Practical and Engaging
We focus on real-world skills, not academic theory, making sure your team can apply what they learn immediately.
Build Your Team’s Confidence with Us
If you’d like to book a wine training session, organise a tasting, or discuss a customised education plan for your team:
Call our Team on 0330 055 0022
Email: customerservices@frazierjones.wine
Or fill out our Trade Enquiry Form.
