From my earliest days of socializing in a pub, I’ve always been fascinated by alcohol not merely as a beverage, but as a cultural connector that transcends language, borders, and beliefs. I’ve watched people from completely different backgrounds share laughter, conversation, and friendship over a pint or a glass of wine. There is something profoundly human about the act of raising a glass. It’s a symbol of unity, and celebration, an invisible thread that binds us together, wherever we come from.
My curiosity extended beyond the social aspect. I was intrigued by how simple ingredients barley, grapes, honey, apples, or pears could, through the alchemy of fermentation, transform into an incredible variety of drinks. From beer and cider to wine and mead, each drink carried a story, a craft, and a heritage that stretched back thousands of years. Alcohol has been central to human culture for millennia used in rituals, celebrations, and even medicine and I wanted to understand that connection more deeply.
That curiosity led me to pursue formal alcoholic drinks education through the Wine & Spirit Education Trust (WSET). At first, it was just a personal interest to better understand something I already enjoyed. But soon, I found myself utterly engrossed. The more I learned, the more I realized this wasn’t just an interest; it was a calling. I wanted to turn this fascination into a career. I continued my studies, expanding into beer and cider education, and slowly the idea of blending my social and creative skills with my passion for drinks took root. That’s how School of Booze was born.
My vision for School of Booze was to create a one-stop destination for corporate events, education, writing, consultancy, and communication focused on alcoholic beverages. My mission was to enlighten others about how different styles of drinks are made, where their flavours come from, how to taste like a professional, and to appreciate their history and cultural context.
At the core of everything I do is one key belief: alcohol brings people together. It fosters community, sparks conversation, and provides shared good times.
Over the years, I’ve watched the alcoholic drinks sector evolve. People are becoming increasingly focused on wellness, leading to a noticeable decline in alcohol consumption in certain demographics. Coffee shops and alcohol-free social venues have become new gathering spaces. The rise of high-quality no- and low-alcohol beverages has given adults new options for socializing without intoxication.
At the same time, I’ve seen new trends emerge. Dark beers like stouts have made a comeback. Consumers are now seeking “experiences” with their drinks watching a bartender craft a cocktail with artful flair, or visiting venues offering interactive entertainment like shuffleboard, darts, or ping pong. It’s no longer just about what’s in the glass; it’s about how it’s enjoyed.
One perception I’ve always wanted to challenge is the idea that wine is the only beverage worthy of education. Wine has long been associated with sophistication and expertise perhaps because it’s perceived as a status drink, supported by newspaper columns, high-profile experts, and rare vintages. But I believe that beer and artisan cider deserve equal respect.
Beer, to me, is the most diverse and versatile drink in the world. There are over a hundred recognized styles with flavour profiles that include sweet, sour, savoury, bitter, salty, smoky, or fruity. Beer can be enjoyed casually or in fine dining settings. It pairs with every cuisine imaginable and complements every course, even dessert.
Cider, too, has been misunderstood for too long. As the first accredited Pommelier (cider sommelier) in the UK, I’ve made it my mission to educate people about the magnificence of cider. Artisan cider, made from freshly pressed apples, can rival wine in complexity and ability to match with food. It’s a world away from the overly sweet, mass-produced commercial ciders that dominate supermarket shelves.
To help change perceptions, I co-created the hashtag #rethinkcider, encouraging people to rediscover cider as a drink worthy of exploration and respect. The message resonated, and soon the hashtag became a rallying cry across social media.
Similarly, I founded Beer Day Britain in 2015 with no funding just determination. What began as a simple idea to celebrate the UK’s national drink has grown into a popular annual event, celebrated both in Britain and by British communities abroad.
People often ask if teaching about alcoholic drinks is more about technique, appreciation, or storytelling. I believe it’s all three. A good educator must engage, entertain, and enlighten. When I teach, I make sure my learners are not just informed but inspired. I start with humour because laughter breaks the ice and makes learning enjoyable. My style is interactive and jargon-free, using simple language and relatable analogies.
I’ve found that storytelling is one of the most powerful tools in education. Every drink has a story of the people who made it, the place it came from, the traditions it embodies. Sharing these stories keeps learners captivated and helps them connect with what’s in their glass.
I also like to surprise people by introducing out-of-the-ordinary drinks. For example, wines from Lebanon or Moldova regions rarely found on standard wine lists or sour barrel-aged beers. I often conduct blind tastings where participants, unaware of what’s in the glass, are shocked to discover that a drink they thought was cider or wine is actually beer. It’s a wonderful exercise in challenging assumptions.
Aroma is another vital component of appreciation. Around 80% of flavour is detected through the nose, so I teach learners to pay attention to what they are smelling. One of my favourite exercises is having them taste a drink normally, then taste it again while blocking their nostrils. They’re always astonished at how little flavour remains when aroma is not present. It’s a simple but unforgettable lesson in sensory awareness.
As the drinks industry continues to evolve, so too does the way we teach and learn about it. I foresee a growing demand for educators specializing in no- and low-alcohol drinks, reflecting changing consumer habits.
While artificial intelligence is rapidly transforming many industries, the drinks world remains inherently human. No AI can replicate the sensory experience of tasting, smelling, and sharing a drink with someone. That’s why in-person education will continue to thrive especially when enhanced with gamification, challenges, and interactive learning methods that make training fun and memorable.
I’m currently recording audio versions of my books Beer Knowledge Box, Cider Knowledge Box, and Wine Knowledge Box to make learning even more accessible. I’m also developing online training courses exploring different aspects of beer, cider, and wine.
One of my ongoing initiatives is encouraging hospitality businesses to invest in staff training. I’ve seen first-hand how product knowledge empowers staff to engage with customers more confidently. When staff understand the stories and flavours behind what they’re serving, they can make better recommendations. This not only enhances the customer experience but also boosts profits and fosters customer loyalty.
If I had to name the one drink that shaped my career, it would undoubtedly be beer. My knowledge and enthusiasm for beer opened countless doors allowing me to teach, host events, write, consult, and speak internationally. Most of my awards and professional recognition have come through my work in beer.
Beer has taken me around the world to work in Japan, Belgium, Italy, Germany, France, Finland, and Spain. It’s introduced me to fellow enthusiasts, brewers, and educators across continents. Wherever I go, beer becomes the universal language, a bridge between cultures, a catalyst for connection.
Looking back, it amazes me how a simple curiosity about what’s in a glass turned into a lifelong mission to celebrate and educate. Through School of Booze, I’ve built more than just a business I’ve built a community. One where learning is as enjoyable as drinking, and where appreciation goes hand in hand with awareness.
Alcohol, in its many forms, continues to play a powerful role in human society not just as a drink, but as a cultural artifact, a source of joy, and a reason to gather. As trends shift, technology advances, and preferences evolve, one thing remains unchanged: the human desire to connect, to share stories, and to socialise together.
And if a glass of beer, cider, or wine helps to make that connection friendlier, and more memorable then that, to me, is worth raising a toast.
