Michelle Brampton （UK）

Wine & Spirit Education Trust, Chief Executive Officer

Appointed CEO in April 2022, Michelle Brampton is the strategic force behind WSET’s purpose: “empowering people through inspiring learning experiences  all over the world”. She champions a values-led culture built on trust, integrity, and inclusivity. With over 20 years in the industry, she regularly ranks among the top ten most influential people in drinks. Before WSET, she spent 19 years at Treasury Wine Estates, culminating as MD for Europe, Middle East, and Africa, and served on the 2 boards of The Drinks Trust and the WSTA. In Shanghai, she observed the calm Suzhou Creek, contrasting it with the restless Thames.

What is the role of education？

The global wine industry is at a pivotal juncture. Faced with declining consumption, climate instability, and profound cultural shifts, producers, importers, and educators must now navigate a landscape of unprecedented change. 

As consumer habits transform yet the thirst for meaning, craftsmanship, and connection endures, what is the role of education? As younger generations gravitate away from traditional wine culture, what should modern “wine education” truly impart?

Most pressingly, how does a fifty-year-old institution, built on the foundations of exams and tastings, reinvent itself for a digital, post-pandemic world poised on the brink of an AI revolution?

These were the critical questions posed by WINWSA to Michelle Brampton, Chief Executive of the Wine & Spirit Education Trust (WSET). For Brampton, education is far more than the transfer of knowledge—it is a vital tool for rebuilding culture, instilling values, and fostering trust. 

Q：We’re seeing a significant and welcome rise in the number of female influencers, educators, sommeliers and decision makers shaping global drinks culture. From your vantagepoint, how is this shift in influence actively changing the conversation around wine and spirits?

M.B：It has changed the drinks industry for the better. It’s no longer as male-dominated as it once was, and people are increasingly aware of how exclusive it used to feel. Seeing more diverse representation —across gender, culture, and background —makes it easier for new voices to see a place for themselves here and to feel welcome.

I truly believe this diversity is exactly what the industry needs. Innovation and relevance depend on it. If the people who make and sell drinks don’t reflect the diversity of those who consume them, how can they understand what the next generation wants?

That’s why we helped establish Drinks United —to address the issues that people, especially women, have raised about their experiences in the drinks trade: harassment, gender bias, discrimination. We’re working to put real measures in place so that everyone, wherever they work, feels safe and respected. The initiative also helps companies design internal policies to address misconduct and encourages open dialogue, understanding, and accountability across the sector.

Q：For those outside the industry who are curious about wine but short on time, what would you recommend?

M.B：For many learners, the challenge is distinguishing between genuine educational content and marketing material. To make knowledge more accessible, we host “bite-size learning” webinars —30-minute sessions available through our global events hub and YouTube channel. We’re also developing short, non-exam courses that award a certificate of completion. These will focus on emerging themes such as sustainability and low-or no-alcohol drinks. We’ve made significant changes recently, because expanding for the sake of volume isn’t our goal —the wine world is vast enough already. What matters is depth, not scale.

Q：Global wine consumption is declining. How is WSET adapting to these shifts in interest?

M.B：It’s essential to recognise this shift. Younger generations are gravitating toward drinks that are engaging, high in quality, and rich in story —and they place increasing value on health, balance, and sustainability.

While our core qualifications have limited space for new topics, we address emerging trends through webinars on our global events hub and plan to launch short courses in the future to meet evolving interests.

Our guiding principle is simple: to empower people through knowledge and skills —helping consumers appreciate the craftsmanship, authenticity, and quality that define every corner of the drinks world.

Q：What inspired WSET’s collaboration with PATRÓN Tequila, and how does it fit into your broader strategy?

M.B：It’s a very natural partnership. We’re experts in educational design, and PATRÓN are masters of the tequila category. It’s a bespoke course created in partnership with Patrón which focusses on Patrón products and will be rolled out throughout the company in the US.

What’s exciting is that we’re seeing passionate communities emerging around tequila, rum, and other spirits. This collaboration is about celebrating that expertise —and raising the bar for how these categories are understood and appreciated.

  @wsetglobal in collaboration with PATRÓN Tequila, is proud to debut its new Agave Spirits education platform.

Q：Artificial intelligence(AI) is reshaping many industries. How do you see its role within WSET?

M.B：We’re already using AI for localizing and translating course materials, as well as assisting with some content creation. Looking ahead, we’re exploring how AI could support question generation and exam marking, and even help with marketing —for example, developing a chatbot that can answer queries about WSET qualifications.

We’re also testing AI applications in online examinations, where it can generate randomized question sets to ensure every candidate receives a unique paper. These tools won’t replace human oversight, but they can make our systems smarter, fairer, and more efficient.

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