FROM ON TAP THE EDITOR
ON TAP
T
he global whiskey industry has evolved tremendously in recent years. Aside from the evident rise in consumer interest, a younger generation of whiskey drinkers has emerged, and women in particular have become a powerful, demanding force in the market. Consumers are more knowledgeable than ever, with a keen interest for exploration into the vast array of styles, production techniques, and history associated with whiskey. At the forefront of these emerging trends lies an opportunity to raise the bar significantly and create a new standard as it relates to whiskey knowledge and education. There is no better time than the present for aspiring and established whiskey professionals to elevate their knowledge and level of expertise. Operators in the hospitality industry— including restaurants and bars with knowledgeable, confident and effective communicators on their team—will have a key advantage in the market. Holding a respected and globally recognized 6
Bar Business Magazine
April/May 2020
certification, together with the invaluable knowledge it brings, will not only become an expectation, but will soon be the new industry standard. The Council of Whiskey Masters, a U.S. education and certification body for whisk(e) y expertise, was established to define and uphold an elevated set of standards among sommeliers and spirits professionals and to offer certifications in the field of whiskey that are equivalent to the well-established credentials in the world of wine. The Council recently launched a fourlevel study and certification program, which includes: • Level 1: Certified Bourbon Specialist or Certified Scotch Specialist (focused tracks) • Level 2: Certified Whiskey Specialist (knowledge of all global whiskies) • Level 3: Master of Scotch • Level 4: Master of Whiskey “Since our 2019 program launch, we have seen a tremendous amount of interest, with hundreds of students from more than 20 countries who have since enrolled and successfully passed the Level
1 Scotch and Bourbon designations,” says Jörn Kleinhans, Executive Director at The Council of Whiskey Masters. “It is evident that whiskey enthusiasts and professionals are seeking a viable and more organized path towards a credible whiskey qualification. Rigorous study and educational programs that meet this need are becoming increasingly relevant as individuals seek out new opportunities, which could ultimately lead to a progressive career path.” Through a demanding course of selfstudy and examination, which can be taken from anywhere in the world, The Council of Whiskey Masters provides individuals with invaluable flexibility and convenience and an Advisory Board consisting of 25-plus of the most respected authorities in whiskey, the program’s credibility and success has so far proven to be unsurpassed. By Illandra Page, Program Director for the Council of Whiskey Masters
WhiskeyMasters.org barbizmag.com
Photo: Glencairn Crystal.
The Growing Need for Whiskey Education & Credible Certification Programs
