Wine Trade & Hospitality

Masterclasses – Training – Support – Consulting – Events

The London Wine Academy prides itself on over 30 years of experience in the wide world of the wine trade.

While teaching beginners to experts in our wine courses, our approach is always to be friendly, flexible, and firmly grounded. We have worked, and continue to work with hospitality venues, importers, and corporates to deliver bespoke wine education and brand representation across the UK.

Whether you’re training your front-of-house team, launching a new region association, or looking to strengthen your on-trade presence, the London Wine Academy creates tailored wine courses that make a real impact on all aspects of your business.

Corporate wine tasting themes

Blind tasting competition

Fine wine tastings

Wine & food matching

Wine & cheese matching

Team building

Tailored course / class

Themed wine tastings

Spanish wine & tapas

Create your own

Wine Courses & Masterclasses

The London Wine Academy is proud to present a combination of introductory to advanced-level wine courses and masterclasses. Our expert-led masterclasses help individuals, professionals, and businesses gain practical skills and deeper wine knowledge. With flexible formats, our wine courses and masterclasses can be delivered in-house, online, or at partner venues all over London.

Staff & Restaurant Training

Beyond ensuring your customers get excellent service, spending time and effort on your staff will ensure that they spend the same on your business. The London Wine Academy strives to deliver practical, hands-on training for restaurants, pubs, and wine bars, with a focus on wine and service knowledge.

Each session with the London Wine Academy is interactive, jargon-free, and built around your own wine list.

Our Wine Trade & Hospitality training day covers

Core grape varieties and styles
Confident wine service & upselling techniques
Food and wine pairing principles
Describing wine in guest-friendly language
Building profitable by-the-glass sales

These masterclasses can take place on-site, online, or at one of our London partner venues.

Wine List Consulting

While we’re busy shoring up your restaurant staff with relevant wine knowledge, the London Wine Academy could take it one step further. Helping your restaurant, wine bar, or pub by creating balanced, profitable wine lists tailored to your customers, concept, and price point, we ensure commercial success and guest satisfaction.

With updates such as:

Staff Favourites
Seasonal Selections
Local Gems
Curated Flights

Allow the London Wine Academy to help you find further success with these small and efective updates to your wine list.

Wine Import & Producer Representation

The London Wine Academy boasts an international wine business network that you are invited to take advantage of. We are able to assist in areas like sourcing and importing wines from smaller, distinctive producers, and help them gain visibility in the UK market and connect them with the right trade partners.

Our recent work includes regional campaigns for Premières Côtes de Bordeaux and other sustainable European appellations.

Trade & Commercial Support

Alongside customer-facing training, The London Wine Academy partners with wine regions, associations, and single producers to help them build brand awareness and visibility in the UK wine trade and hospitality market.

Representation and Wine Trade support:

Targeted wine trade tastings and masterclasses
Importer and wine buyer engagement events
Influencer and press outreach
Social media storytelling and educational content for wine producers and supporters.

The London Wine Academy combines brand credibility with marketing insight and vast experience – aiding producers in connecting authentically with UK audiences.

Tasting Events & Corporate Experiences

With our extensive knowledge of the UK wine trade and hospitality, the London Wine Academy prides itself on arranging and hosting various wine trade events – walk-around wine tastings, masterclasses with winemakers, and seated wine buyers’ lunches. All the hard work lies with us at these professional and approachable events for you to invite your clients and colleagues to.

On the list, we handle:

Venue sourcing for your wine event
Guest list curation and management
Wine tasting management and sourcing
Presentation support
On-the-day hosting and follow-up data collection and reporting.

Approach the London Wine Academy for all your private corporate and client wine events. Whether you are looking for someone to host, plan, or support your incentive days and team buildings, or if you just need a wine trade partner to help you best entertain your clients, the London Wine Academy can fully tailor wine courses and masterclasses to your needs.