Treasury Americas, a division of Treasury Wine Estates, is a global wine company with a rich heritage and a diverse brand portfolio. As one of the largest Napa Valley growers, they produce luxury grapes in 10 American Viticultural Areas (AVAs) and supply a leading portfolio of iconic American brands across the Americas. To support their sales teams and hospitality professionals in confidently communicating the story behind every bottle, they partnered with WSET to roll out a structured, scalable education programme.
Learn how WSET qualifications helped Treasury Americas build a more knowledgeable, engaged and effective work force - from vineyard to visitor centre. ↓
Treasury Americas, a division of Treasury Wine Estates, empowers its team with WSET qualifications.
Chad Jeffries on how WSET boosts wine credibility and builds customer trust at Treasury Americas.
The challenge
Treasury Americas needed to ensure employees felt confident discussing wines and understanding different styles and regions to build customer trust and drive sales. They also needed a systematic, easy-to-follow education programme that could be integrated into the corporate environment.
The solution
A comprehensive WSET education programme was implemented, offering Level 1, 2, and 3 Award in Wines courses. These courses provided a structured approach with clear objectives, making it easier for employees to follow and achieve a WSET qualification.
Treasure Americas uses WSET certification to show their commitment to employee development, helping attract and retain top talent. They fully fund the courses, including exams and materials, and hold in-person sessions to build camaraderie and teamwork.
The results
- Enhanced customer interactions and higher sales
- Increased confidence in discussing and selling wines
- Strengthened bonds between employees, fostering collaboration and a cohesive work environment
- Increased employee retention, reducing turnover
- Fostered employee loyalty through an appreciation of investment in their professional development
"WSET training sharpens my ability to translate wine expertise into actionable sales strategies, driving stronger partnerships and results. Invaluable!” - Chad Jeffries, Vice President of Sales & Execution - Treasury Americas
Claire Wilkins shares how WSET training strengthens guest relationships and brand storytelling at Treasury Americas.