In a dynamic shift from her long tenure at Treasury Wine Estates (TWE), Michelle Brampton took the helm at the Wine & Spirit Education Trust (WSET) as CEO. Her leadership is now sculpting the future of WSET, infusing it with a fresh strategic vision and a strong commitment to inclusivity, sustainability, and excellence in the global drinks industry.

A New Chapter at WSET

Transitioning from a commercial environment to a not-for-profit educational organization presented Michelle with distinct challenges and opportunities. "One of the biggest changes moving from the commercial drinks sector to a not-for-profit education organization was the difference in culture and speed of operating," Michelle mentions. Her role at WSET requires a unique balance of managing relationships between the leadership team and the Board of Trustees, which has driven her to revamp the leadership team by introducing new skills and empowering existing talent. Her focus has been on transforming the organizational culture to become more values-based, inclusive, and collaborative. These changes have made her feel more connected to everyone in the organization. 

Strategic Imperatives Shaping the Future

Michelle has laid out six strategic imperatives that are pivotal to WSET's future: People and Culture, Customer Service, Product, Brand, Environmental, Social and Governance (ESG), and Route to Student. These imperatives are designed to foster an inclusive and purposeful culture, enhance customer service, develop a student-centered approach to learning experiences, evolve the WSET brand, establish a robust ESG agenda, and build a sustainable multi-channel strategy for their products.

"We’ve made positive changes to our organizational culture by establishing feedback groups, listening to employees, and creating networks to drive actions based on their input," Michelle explains. This inclusive culture has translated into a greater shared sense of purpose among WSET teams, enhancing their products and services.

Moving with the times, required the WSET to take steps to modernize systems and processes as well as their qualifications. Michelle has done this by making these more accessible both in content and format.  

“For example, for the Level 3 Award in Spirits, students receive a preparation course online before they start the course. They still get a course textbook but providing them with an online component is part of the hybrid approach to learning we are looking to develop, in order to support different learning styles”. Michelle adds.

Promoting Diversity and Inclusion

WSET's Partnership Programme strongly reflects Michelle's dedication to diversity and inclusion within the drinks industry. The program collaborates with 48 companies globally on various social impact projects. One notable initiative is the partnership with the Women in Beer Mentorship Programme, aimed at supporting women starting their careers in beer by connecting them with experienced industry professionals.

Image: The Women in Beer Mentorship programme

"We’re also working with organizations like The Roots Fund and The Black Cellar Club to make drinks education more accessible," Michelle notes. The Roots Fund initiative, for example, offers scholarships to support education and career opportunities for people from ethnic minority groups.

Image: Roots Fund scholarship programme (also mentioned in the copy below) Roots Fund scholars during wine service at the annual auction event. Photo by K Huey Media/The Roots Fund.

Michelle highlights a pivotal EDI initiative developed by WSET in collaboration with The Drinks Trust and the WSTA (Wine & Spirit Trade Association). "We’re currently working on an industry-wide program called Drinks United," Michelle shares. "This initiative was created in response to identified issues around safeguarding and equity for industry workers. Our ultimate goal is to foster an inclusive and equitable UK drinks industry where everyone feels welcome, safe, and supported."

In addition, Michelle takes pride in WSET's Partnership Programme and its achievements in promoting a more inclusive global drinks industry through various social impact projects. "There is still so much more to do," she acknowledges, "but the program has significantly advanced ED&I initiatives and encouraged more organizations in the drinks industry to accelerate progress. We invite anyone interested to join us as a partner!"

Image: Pinotage Youth Development Academy (PYDA)- based in Stellenbosch, South Africa. (Some further information: PYDA offers a programme to help young people from under-resourced areas gain employment and meaningful economic opportunities within the wine industry. WSET’s Level 2 Award in Wines has been an integral part of PYDA’s curriculum for nearly 10 years and is jointly funded by the International Wine Challenge (IWC) and WSET. The programme forms part of WSET’s social impact work which aims to make drinks education accessible and affordable for all.)

Championing Sustainability

Sustainability is a key focus for WSET under Michelle's leadership. The organization has integrated sustainable practices into its educational programs and overall mission. "Our products are reviewed and updated to incorporate sustainable practices and considerations," Michelle states. WSET has expanded its course materials to include e-books and online components, reducing paper use and courier deliveries. Additionally, most of their events for course providers are now virtual, further minimizing their carbon footprint.

Addressing Industry Challenges

The drinks industry faces several significant challenges, from shifting consumer preferences towards low-alcohol or no-alcohol beverages to economic pressures and the imperative of sustainability. Michelle believes WSET is well-positioned to tackle these issues. "As a neutral, non-commercial, well-connected ‘hub’ organization, WSET can connect the drinks industry to raise awareness and support tackling these challenges by sharing best practices more widely."

A Legacy of Leadership and Mentorship

Reflecting on her journey, Michelle Brampton highlights several key moments that have been pivotal in her career and have shaped her approach to leadership and mentorship. She recalls a bold decision to leave management consultancy, a field she found unfulfilling, to join the drinks industry in her late twenties. “I was looking for something completely different and came across a job advert: ‘wine company seeks finance analyst’ at SouthCorp Wines, which later became Treasury Wine Estates (TWE),” she shares. With a keen interest in wine, Michelle seized the opportunity, initially joining on a six-month contract that blossomed into a 19-year career.

“TWE had a supportive and empowering culture,” Michelle notes. “I was fortunate to have the backing of several sponsors, both female and male, who encouraged me to take my first senior position as finance director and to keep progressing to Managing Director, EMEA. That level of support was hugely beneficial and shaped my whole approach to leadership and mentorship.”

Talking about the importance of mentorship, Michelle emphasizes, “I know from that experience how crucial it is to have someone who can see your strengths and support you when making key decisions. That’s why I’m passionate about mentoring others now. Sometimes people just can’t see their talents and attributes and need some encouragement to achieve their potential.”

Taking on the role of CEO at WSET was another significant milestone for Michelle. “Becoming CEO of WSET came at just the right time. I’d worked in the commercial drinks sector for a long time and served on several drinks industry boards. I wanted a role that would allow me to make a difference,” she explains. “I feel immensely privileged to be leading an organization that has a positive impact on people’s lives through our purpose to ‘empower people through inspiring learning experiences all over the world.’”

Image: WSET’s 2024 graduation ceremony for Diploma students – there was a record number of graduates this year.

Looking Forward

Michelle envisions WSET continuing to lead the way in drinks education while fostering a more sustainable and inclusive industry. "I want WSET to be recognized, not only as the global leader in drinks education but also for our impact in creating a more sustainable and inclusive drinks industry." Under her guidance, WSET is set to expand its qualifications, embrace diverse learning styles, and drive impactful change through its strategic imperatives.

As Michelle Brampton steers WSET towards a future marked by inclusivity and sustainability, her visionary leadership is poised to leave a lasting legacy, inspiring future leaders to uphold these values within the drinks industry.