Wine Trade & Hospitality

The London Wine Academy delivers clear, practical and commercially focused wine training and consultancy for the UK hospitality and wine trade.

With over 30 years of proven expertise, we help restaurants, bars, pubs, producers and regional bodies build confident teams, strengthen wine lists, engage buyers and increase visibility in the market.

Our approach is modern, jargon-free and tailored to your exact needs, ensuring every session and activity delivers meaningful commercial impact.

Importer & Buyer Masterclasses
Walk-Around Trade Tastings
Staff Wine Training Sessions
New Wine List Launch Support
By-the-Glass Strategy Workshops
Product Education & Range Showcases
Producer Roadshows Across the UK
Trade Lunches & Buyer Dinners
Brand Storytelling & UK Positioning Sessions
Influencer & Press Engagement Tastings
Educational Content Creation

Wine Trade & Hospitality

Masterclasses • Training • Consulting • Events

The London Wine Academy brings over 30 years of trusted expertise to the UK wine trade and hospitality sector. Our role is simple: to build confident teams, strengthen commercial performance, and support brands and venues that want to stand out.

We work with restaurants, wine bars, pubs, importers, producers, and corporate groups across the UK — delivering training, consultancy, and events that are clear, practical, and commercially effective.

Whether you’re upskilling your front-of-house team, refreshing your wine list, or increasing visibility for a wine region or producer, we offer tailored support that makes a measurable difference.

Trade Activities & Professional Support

Practical, commercially focused support for venues, producers & regional bodies

We offer a wide range of trade-facing activities designed to strengthen your visibility, engage decision-makers, and support your commercial goals across the UK wine and hospitality sector.

Our trade activities include:

Importer & Buyer Masterclasses – targeted sessions for trade decision-makers
Walk-Around Trade Tastings – for producers, regions, and wine associations
Staff Wine Training Sessions – on-site or online, tailored around your wine list
New Wine List Launch Support – introducing new wines to front-of-house teams
By-the-Glass Strategy Workshops – pricing, positioning, and profitability
Product Education & Range Showcases – clear, compelling introductions to your wines
Producer Roadshows Across the UK – meeting buyers, importers, and press
Trade Lunches & Buyer Dinners – curated seated tastings for key decision-makers
Brand Storytelling & UK Positioning Sessions – shaping and strengthening your message
Influencer & Press Engagement Tastings – raising visibility with the right audiences
Educational Content Creation – for importers, regions, and producers

These activities help you build stronger trade relationships, increase engagement, and generate commercially meaningful interest in your wines, region, or venue.

Wine Courses & Masterclasses

Professional training for teams, venues & corporate groups

We offer introductory to advanced wine courses designed for hospitality teams, producers, and corporate professionals. Every masterclass is accessible, and focused on practical, immediately useful skills.

Training formats include:

On-site at your venue
Online training
Partner venues in Central London

Our sessions help teams build confidence, improve service, and communicate clearly with guests

Staff & Restaurant Training

Build confidence. Improve service. Increase sales.

Investing in your team delivers immediate commercial results. Our hospitality wine training is interactive, jargon-free, and tailored to your own wine list and service style.

Our Trade & Hospitality Training Day covers:

Key grape varieties & wine styles
Confident wine service
Natural, effective upselling
Food & wine pairing principles
Guest-friendly wine descriptions
Increasing profitable by-the-glass sales

Training can be delivered on-site, online, or at one of our partner venues.

Wine List Consulting

Balanced, profitable wine lists designed for your venue

We help restaurants, wine bars, and pubs create high-performing wine lists that align with your concept, customers, and pricing model. The goal is simple: higher guest satisfaction and stronger profitability.

Support includes:

Staff Favourites
Seasonal Selections
Local Gems
Curated Tasting Flights

Small, strategic updates often deliver the highest commercial impact.

Wine Import & Producer Representation

Helping distinctive producers succeed in the UK market

With an extensive international network, we support smaller producers and regional bodies looking to strengthen their presence in the UK.

We assist with:

Sourcing & importing distinctive wines
Producer–importer introductions
Brand positioning for long-term success in the UK trade

Our recent work includes a successful revival and visibility programme for the Premières Côtes de Bordeaux region, as well as support for other sustainable European appellations.

Trade & Commercial Support

Visibility, engagement & strategic UK positioning

We partner with wine regions, associations, and single producers to strengthen their visibility across the UK wine trade and hospitality sectors.

Our commercial support includes:

Trade tastings & masterclasses
Importer and buyer engagement
Press & influencer outreach
Educational digital content and storytelling

We combine brand credibility with practical marketing insight to connect producers with the right UK audiences.

Tasting Events & Trade Hospitality

Professional wine events – planned and hosted end-to-end

We specialise in delivering polished, well-run wine events for the trade — from walk-around tastings to winemaker masterclasses and seated buyer lunches. You invite the guests; we handle everything else.

We manage: