Ryan Robinson, Director of Education, Brescome Barton and Worldwide Wines.

By Ryan Robinson, Advanced Sommelier-CMS, WSET Diploma and WSET Educator

Wine and spirits certifications matter to your customers or guests—and they should matter to you. There are many positive reasons why I would advocate that you set aside the time to increase your beverage wherewithal through taking and completing any of the many beverage certification programs that are available.

Certifications establish credibility. I’ve had the opportunity to work with some of the most talented and successful hospitality professionals and have found, firsthand, that restaurant guests are more likely to trust a recommendation from me, as an Advanced Sommelier, over that of my incredibly knowledgeable co-workers. There is comfort in welcoming a recommendation from someone who is a specialist in the specific field of which they are promoting. This trust crosses over into retail customers. When there is doubt about a purchase, especially one that is expensive, trust is bestowed upon those with visible credentials.

The beverage landscape is becoming incredibly competitive when seeking individuals for employment. I interview individuals who are looking to move their career to beverage sales. These people come from all sorts of backgrounds, from finance to corporate sales. Those that come to the interview with additional beverage certifications move to the front of the line. This is not just because they have a pin or additional letters on their signature line. Certifications build so much more than a solid foundation of beverage knowledge.

Every course that I take or teach, I learn something new. It’s incredible how much knowledge we forget. For me, that knowledge is refreshed if I’m teaching a Level 1 Wine course or a Level 3 Sake course. We can always learn more. Beyond growing your knowledge, the act of registering for a course, making the investment in yourself and establishing a plan to start and finish something in the long term speaks volumes about your character to a potential employer. It shows that you have the ability to plan, organize and follow through.

People usually look at a certification as a mechanism that delivers information, but it also shows a glimpse of your character that you are willing to invest in yourself and your work ethic to show that you can start, plan and finish a challenging task. To be good at hospitality or proficient in sales, a healthy dose of confidence is demanded. Pushing yourself or your employees to enroll in a beverage course helps build and maintain that needed level of confidence to succeed.

When you are taking a new certification, you are not doing it alone. You meet students from all sorts of backgrounds around the world who are in the trenches with you. There is camaraderie in learning and camaraderie in tackling your nerves while in examination conditions. I grew up in rural Idaho not knowing what a sommelier was, nor did I have an inkling of knowledge that there was a difference between bourbon and brandy.

Throughout my professional journey in the beverage industry, I have met some of the most amazing and talented individuals across the globe. These people, scattered throughout the world, are my “go-tos” when I have a question or challenge. I have a network of study partners who I meet with weekly—from the assistant cellar master at Avignonesi who relocated from China to the sales manager for a competitor distributor located in Las Vegas. The beverage world knows no borders and really does bring people together. None of this would have been possible if I had not taken my first certification.

The biggest pushback I get, when encouraging someone to take a course or beverage certification is: “I already know more than what the course teaches.” If that sounds like you, then great! You should have no problem passing and obtaining the accreditation. The results expand beyond your level of knowledge to building guest and customer confidence, increasing your position in your professional field, all the while building a global network of resources that will last a lifetime.

Ryan Robinson is the Director of Education for Brescome Barton and Worldwide Wines in Connecticut. He is also the Wine Director for Cornerstone Restaurant Group in North America and South Korea, and an Adjunct Professor at the University of New Haven. He holds the credentials of Advanced Sommelier-CMS; WSET Diploma and WSET Educator in Wine, Sake and Beer; Rioja Wine Educator; Wine Scholar Guild Educator and Spanish Wine Specialist; and Certified Scotch Whisky Professional from the Council of Whiskey Masters.