Events
This dynamic role involves planning and overseeing events. You might work on consumer-facing events, such as wine festivals or beer festivals. Many events are trade focused, from portfolio tastings to major wine fairs. Additional events include masterclasses, brand launches, dinners, brand activations and press events, so it’s a diverse field.
Responsibilities
Core responsibilities include planning, promoting and delivering events. You will need to book venues, manage logistics and coordinate suppliers. Events staff liaise with brand managers, wine buyers, sommeliers, journalists, PR executives and influencers. They oversee hospitality teams and ensure the event runs smoothly.
Skills
It is crucial to remain calm and professional under pressure. Organisation, time management, people management, creativity and physical stamina are also key skills.
Career Progression
If you’re wondering how to work in the drinks industry, but you don’t like the idea of sales and marketing, working in events could be a great alternative.
Many people start out as events assistants or executives. You can then progress to events manager, events director, head of events and other senior roles. As you climb the ladder, qualifications can become more valuable. For instance, WSET Level 2 or Level 3 awards will build your knowledge and improve your credibility.