The Buyer | Michelle Brampton on WSET’s global ambition to inspire with education

The WSET has embarked on arguably its biggest rebranding exercise in its history in its bid to firmly position itself as both the world’s leading educational body in the drinks industry, but one that also “inspires, connects and champions inclusion, sustainability and innovation”. To help fully explain the corporate strategy that sits behind the brand refresh Richard Siddle talks, in-depth with Michelle Brampton, chief executive of the WSET about how it is the culmination of four years of work across the WSET organisation to make it “a future-focused, globally recognised leader in drinks education” that crucially is all about “empowering individuals and supporting the drinks industry”. She wants the WSET to be “more accessible, recognisable and relevant to a global audience, regardless of geography, language or drinks category”. Here she sets out how that vision is becoming a reality.