Season Is Coming

Make this summer your most profitable to date!

According to the Association for Talent Development (ATD), companies that offer comprehensive training programs have 218% higher income per employee than companies without formalised training and enjoy a 24% higher profit margin than those who spend less on training.


Over 9 million international tourists visit South Africa annually, they spend approximately 250 billion rand per annum and, according to a recent Wesgro study, 99% of Cape Town based tours include a trip to the Cape Winelands.

Since opening our doors to the world in 1994 the image of South Africa, it’s wine, it’s people and it’s cuisine have grown in leaps and bounds. In 2017 the UK Telegraph Travel Awards voted Cape Town as the best city in the world while in July of 2018 “Travel and Leisure” as part of it’s global survey, also voted Cape Town as the best travel destination in the world.

Hospitality, by its very nature, is highly people centric, with around 1 in every 22 people in SA directly employed by the hospitality sector, more than even mining. However after producing some of the greatest wines in the world, paired with exquisite cuisine, surrounded by picturesque beaches, mountains and vineyards, we still neglect to fully capitalise on ambassadors responsible for 2.9% of our GDP.

Over 9 million international tourists visit South Africa annually and spend approximately 250 billion rand per annum

Waiters are still recruited and deployed with little or no formal training. Sommelier education is conducted by individuals who have never worked in a restaurant and managers are, too often, simply staff who have hung around long enough to be promoted.

It is because of this lack of available, formal (from basic through to advanced), training conducted by experienced and industry-tested professionals that Somm has set up an educational partnerships with the International Wine Education Centre and the South African Sommelier Association and subsequently launched Somm 101 – Education from start to finish.


This coming summer, stand out from the crowd, capitalise on engagements and ensure a profitable season, this year and in those to come by investing in the ambassadors that sell your products.

Educational portfolio

Overview – Somm, an approved program provider (APP) for the South African Sommelier Association’s Sommelier Accreditation Program and in educational partnership with The International Wine Education Centre, itself an APP of the Wine & Spirits Education Trust, has recently launched:

Somm 101, a complete educational solution that provides a road map and syllabus from novice through to advanced sommelier, covering everything from the basics of wine service to in-depth specialist, site-specific courses and everything in between.

Wine Service 101 – This course forms the foundation of wine service and is taught over a full day, covering both wine theory (An Overview Of South African Wine), wine service and presentation skills. This is suitable for all staff to participate in, especially for service staff with none or little previous experience of alcoholic beverages. The training is validated by a same day examination.

Site Specific Wine Steward – Our site specific range of courses is the first step in specialising from general FOH wine service and aims to achieve an increase in sales and customer returns by teaching a solid foundation of customer service with the ability to relate real world, usable, local wine knowledge backed up by international exposure in a non-fussy, unpretentious, manner.

We are currently offering a Stellenbosch version of the course with new regions to be added shortly. Courses can be taken as a whole, or single units added over time, as students add more regions to their repertoire. The course is taught over 5 evenings, once a month, at our venue or alternatively can be taught on site over a three day period.

During that period students will cover Key Wines of SA and the World (including tasting of international and local examples), Fundamentals of Wine Sales and Service, Practical Wine Service, The Terroir of Stellenbosch and lastly Food and Wine in Combination.


Fee Summary

Wine Service 101 – The course is run once a week, every week, at Somm Hospitality Enterprises, at a fee of R950 incl. VAT p. person and includes all course material, certificates, refreshments and lunch.

Site Specific Wine Steward – This course is run twice a month at Somm Hospitality Enterprises in the Woodmill Lifestyle Centre in Stellenbosch, in two formats, both lasting five days.  

Option one is half day morning class, running four Thursdays, followed by a evening class the following Monday where students will receive in-depth training on the region they work in, in this case Stellenbosch.

Option two comprises a similar half day evening class, running from Monday through Friday, excluding the Tuesday, followed by a combined Monday evening where they will join the morning class for the final showcase of food, wine & region.

Courses are usually run in the last week of the month at a fee of R2950 incl. VAT p. person and includes all course material, certificates, refreshments and food.


Our team’s credentials include experience from several San Pellegrino Top 100 and Michelin Star Rated restaurants in Europe. Multiple Eat Out Top 10 placements, the Eat Out Service Excellence Award for three years running between 2011-2013, Eat Out Wine Service Award in 2013, the first ever Bollinger Exceptional Wine Service Award in 2011, the award for the Best Wine List in Africa and the Middle East by The World of Fine Wine Magazine in 2014, 2015 and 2017, and earlier this year the first Gaggenau Sommelier Award 2018.

Correctly investing in human resources will ensure that your establishment not only remains profitable but continues to be counted among the leaders in the industry. 

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