The Wine & Spirit Education Trust (WSET) has announced a significant reduction in authorization fees for its Level 1 course in mainland China, a move aimed at addressing declining student numbers within the country’s wine education sector.
Willa Yang, WSET’s Chief Representative in China, confirmed to Vino Joy News that this 50% discount applies exclusively to the Chinese market for the year 2025. The move is designed to ease costs for training providers, with Yang emphasizing that the fees are paid by WSET-approved course providers, not students.
“Although the renewal fees are not particularly high, we hope this helps reduce the cost of offering Level 1 courses,” Yang stated.
Though WSET did not disclose the exact amount of the renewal fee, institutions in China typically charge students between RMB 1,000 and 1,700 (US$140-US$240) for Level 1 courses. In comparison, Level 2 courses are priced around RMB 5,000 (US$700), while Level 3 courses can exceed RMB 10,000 (US$1,400).
A Strategic Move to Revive Interest
WSET’s decision to cut fees is seen as a strategic effort to reinvigorate interest in its introductory Level 1 course, which has struggled to attract students in recent years. According to several approved course providers, this course has faced declining enrollment as alternatives at lower prices become more popular.
“The aim is clear—WSET is trying to draw more students to its introductory courses, as enrollments have been insufficient,” said a WSET-approved course provider in Shanghai, speaking anonymously. “Level 2 is the most popular course because it caters to wine professionals, whereas Level 1 is simpler and targets wine enthusiasts. However, it struggles to gain traction due to the presence of cheaper alternatives.”
This challenge mirrors broader trends within China’s wine market. The country’s once-booming middle class, eager to explore wine culture, has seen its economic fortunes shift, leading to changing consumer behaviors and reduced demand for wine education.
Yang, however, positioned the fee reduction as a move to enhance accessibility, noting that the Level 1 course is the most basic offering in WSET’s catalog and is geared toward consumers. “As China’s wine and spirits market grows, we want to collaborate with training providers to promote Level 1 courses and introduce more people to wine, spirits, and sake,” she added.
Broader Industry Struggles
The fee cut also highlights the ongoing difficulties faced by the wine education industry in China. A wine educator based in central China told Vino Joy News that revenue has fallen significantly in recent years, with their 2024 income only reaching 70% of what they earned in 2019. Some peers reported drops of nearly 50%.
Two main factors were cited for this downturn: the weakened wine industry and market oversaturation. “With fewer people entering the wine sector, course enrollments have dropped,” the educator explained. “Additionally, competition among training institutions has intensified, fragmenting the market.”
WSET operates through 82 licensed course providers in mainland China, with some additional organizations partnering with these providers to offer courses.
WSET’s Challenges in China
China has long been a key market for WSET, especially given its position as Asia’s largest wine market. After entering China 18 years ago, WSET quickly became a leading player in wine education, benefiting from the rapid growth of the local wine industry. In the 2017-18 academic year, WSET had a total of 94,822 students worldwide, with China contributing the largest share of 21,986 students.
However, the market began to shift in 2019 as China’s wine industry contracted. A slowdown in consumption and investor pullback led to a decline in professional wine education. The COVID-19 pandemic further exacerbated this decline by severely impacting consumer spending and disrupting wine imports.
WSET also faced regulatory hurdles, notably in early 2021, when it was forced to suspend its operations in mainland China for a year due to a lack of government approval. The suspension was lifted in January 2022, but it caused significant disruption to the organization’s business in the region.
Despite these challenges, WSET continues to view China as one of its top three markets, alongside the United States and the United Kingdom.
Adapting to a Shrinking Market
With fewer students enrolling, many training providers in China have been forced to adapt to the changing market. Some have diversified their services, branching into wine retail, while others have slashed prices or offered aggressive promotions to remain competitive.
“Many institutions are now bundling Level 1 courses with Level 2 offerings or including higher-quality tasting wines to attract students,” one course provider shared.
In some cases, wine retailers have even begun offering WSET Level 2 courses at significantly reduced prices, using them as incentives for customers rather than as standalone profit-generating courses.
As the wine education sector grapples with these challenges, WSET and its partners are navigating an increasingly competitive landscape, where prestige alone is no longer enough to drive enrollment.
You Might Be Interested In:
