The Aroma Academy

What The Aroma Academy does

The Aroma Academy is a privately held UK sensory training and aroma marketing company, operating as a division of Scent & Aroma Technology Systems Limited from its headquarters and assembly facility in Crimond, Aberdeenshire, Scotland. Founded in 2010 by Alan Gordon and the late Dr George Dodd — a world-renowned aroma scientist and Master Perfumer (DPhil, Oxford) — the company develops and sells proprietary Aroma Reference Standards, self-learn sensory training kits, classroom and e-learning training programmes, sensory competency testing services, and bespoke aroma marketing solutions. Its core technology is a library of category-specific Aroma Reference Standards (whisky, wine, gin, rum, bourbon, faults) combined with a systematic three-part training methodology (Vocabulary, Anchoring, Articulation), underpinned by the academic pedigree of the Warwick Smell Research Group and ongoing collaboration with the Scotch Whisky Research Institute.

The company serves two distinct markets: (1) individual enthusiasts and trade professionals (sommeliers, bartenders, specialist retailers) via a global Shopify e-commerce storefront offering self-learn kits, aroma games, accessories, and an online E-Learning Foundation programme; and (2) enterprise drinks producers and brand owners via direct sales of bespoke aroma kits, multi-level classroom training, and a quarterly subscription-style Sensory Competency/Proficiency Programme. Pricing is unit-based for kits (£49.96–£149.95 retail) and project-based for bespoke work; notable enterprise customers include Diageo, Pernod Ricard, Bacardi, Edrington, Glenmorangie, Beam Suntory, and E J Gallo. Distribution outside the UK is handled via a US distributor (School of Wine and Spirits) and direct global shipping.

The business is privately held with no disclosed external funding, employs 1–10 people, and generates revenue across five streams: product sales (one-time), training services (professional services), aroma marketing projects (professional services), competency testing (subscription/recurring), and experiential/team-building events. Beyond drinks, the company has executed cross-vertical aroma marketing projects (e.g., Nissan Leaf 'Scent of the Future') and is exploring consumer wellness via the Oceanic Amber™ Scientific Aromatherapy product line.

Name

The Aroma Academy

Legal name

Scent & Aroma Technology Systems Limited

Website

https://aroma-academy.co.uk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

The Aroma Academy is a UK-based sensory training and aroma marketing company that sells proprietary Aroma Reference Standards, self-learn kits, classroom and e-learning courses, and bespoke aroma projects to individual enthusiasts and global drinks-industry clients.

Ownership category

akta.pro rank

Product category

Sensory Training Services

NAICS

Technical and Trade Schools (6115), Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Bar & Beverage (Bartending/Mixology/Coffee/Tea) (EDAOAKAH)

akta.pro secondary industries

Beverage & Mixology (Coffee, Tea, Wine, Cocktails) (EDAAAGAH), Aroma Chemicals & Synthetic Flavor Ingredients (e.g., Vanillin, Esters, Aldehydes) (AFAJADAC)

Keywords

• Sensory training services
• Aroma marketing solutions
• Whisky tasting kits
• Flavor profiling education
• Drinks industry training

Headquarters

HQ city

Ellon

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: Direct-to-consumer and business sales of self-learn aroma training kits (whisky, wine, gin, rum, bourbon, faults), aroma games, aroma strips, and e-learning programmes with accompanying physical kits. One-time purchase model for kits; e-learning includes both online access and physical kit shipment.
2. Training Services: Classroom-based training programmes (Foundation, Intermediate, Advanced levels) and introductory sessions. Both open-enrolment and company-specific tailored sessions available. Revenue from programme fees.
3. Aroma Marketing Projects: Bespoke aroma design and delivery projects for corporate clients across industries including drinks, automotive, and events. Custom development of brand-matched aroma solutions for visitor experiences, product promotions, and experiential marketing.
4. Competency Testing Programme: Quarterly sensory competency/proficiency testing programmes for drinks producers, including standards test sets and performance reporting. Ongoing subscription-style revenue from regular test kit shipments and quarterly reports.
5. Experiential Events: Corporate team building and experiential events featuring aroma games and sensory challenges. Fun, interactive group activities for corporate clients.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

The Aroma Academy designs, produces and sells proprietary aroma training kits (whisky, wine, gin, rum, bourbon, and faults), aroma games, aroma strips, and structured sensory training programmes (classroom and e-learning), alongside a sensory competency/proficiency testing programme. It also delivers bespoke aroma marketing services and experiential scent events for drinks producers, retailers, brand marketers and corporate clients.

Product overview

The Aroma Academy offers a comprehensive portfolio of sensory training and aroma-related products and services. The core offering consists of Self-Learn Aroma Training Kits (available for Whisky, Wine, Gin, Rum, Bourbon, and Faults in 12-aroma, 24-aroma, and premium wooden box formats) and Aroma Games for Whisky, Wine, and Gin. Training is delivered through E-Learning Sensory Training Programmes (online) and Classroom Training Programmes (Foundation, Intermediate, and Advanced levels). The company also provides professional services including Sensory Competency/Proficiency Programmes for drinks producers, Aroma Marketing Services, and Experiential/Team Building Events. Accessories include Aroma Strips and the Oceanic Amber™ Scent Experience wellness product. Bespoke offerings include custom Aroma Standards developed for leading drinks companies.

Differentiator

Problem solved

Functional benefit

Products and services

• Whisky Aroma Kit (12-Aroma)
• Whisky Aroma Kit (24-Aroma)
• Whisky Aroma Kit (24-Aroma Wooden Box)
• Wine Aroma Kit (12-Aroma)
• Wine Aroma Kit (24-Aroma)
• Wine Aroma Kit (24-Aroma Wooden Box)
• Gin Aroma Kit
• Rum Aroma Kit
• Bourbon Aroma Kit
• Faults Aroma Kit
• Whisky Aroma Game
• Wine Aroma Game
• Gin Aroma Game
• E-Learning Sensory Training Programme
• Classroom Sensory Training Programme
• Sensory Competency / Proficiency Testing Programme
• Aroma Marketing Services
• Experiential, Corporate and Team Building Events
• Bespoke Aroma Standards
• Aroma Strips (200-pack)
• Aroma Strips (400-pack)
• Oceanic Amber Scent Experience

Quantifiable outcome

• Thousands of individual enthusiasts worldwide and industry professionals trained
• +1 more outcomes

Named customers12 records

Segments8 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eight partnerships are on record, tiered core, strategic, minor and flagship.

• School of Wine and SpiritscoreChannel Partner/ Reseller/ DistributorUS-based distributor for Aroma Academy products, handling sales and distribution to American customers. Contact: Robert Mohr, www.schoolofwineandspirits.com.
• University of Warwick (Smell Research Group)strategicStrategic or Co-development PartnerAcademic collaboration maintained by co-founder Dr George Dodd, who founded the Smell Research Group at University of Warwick in 1971. Ongoing research and expertise collaboration in aroma science.
• Wine Events ScotlandminorGTM or Marketing PartnerPartnership for co-hosting sensory wine events and training sessions, including events at Edinburgh Academy and Fizz Feast Edinburgh. Wine Events Scotland named Wine Marketing Specialist and Wine Events Organiser of the Year 2019.
• Holyrood DistillerycoreStrategic or Co-development PartnerDevelopment of Sensory Room element for visitor experience, where visitors can learn about flavour and sensory skills and test their nosing ability with sensory challenges.
• Kingsbarns DistillerycoreStrategic or Co-development PartnerAroma solutions provided for visitor centre, with key whisky profile aromas presented in cow horns for an authentic farm-setting experience.
• NissanflagshipStrategic or Co-development PartnerDevelopment of 'The Scent of the Future' bespoke aroma marketing project for Nissan Leaf Electric Car, creating an evocative scent expressive of the brand identity of the world's leading electric car.
• Imbibe ExhibitionminorGTM or Marketing PartnerDevelopment of 'Scratch and Sniff' event invitation/registration card for Imbibe Drinks Exhibition in London, challenging recipients to identify gin aromas and creating social media buzz.
• Scotch Whisky Research Institute (SWRI)strategicStrategic or Co-development PartnerExpert review sessions for sensory standards within the Sensory Competency/Proficiency Programme, collaborating with industry experts from SWRI and Edrington.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Jean Lenoir (Le Nez du Vin / Le Nez du Whisky): French producer of iconic aroma training kits (Le Nez du Vin, Le Nez du Whisky, Le Nez du Café). Closest direct competitor on aroma recognition kits for wine, whisky, and other beverages, addressing the same 'Word Problem'.
• FlavorActiV: UK-based sensory training and aroma reference standards provider for the drinks industry. Direct overlap with The Aroma Academy in beverage-specific sensory training kits and proficiency testing programmes.
• Sensory Spectrum (Sensory Analytics): Provides sensory panel training, method development, and proficiency testing for food and beverage manufacturers. Direct overlap with The Aroma Academy's Sensory Competency/Proficiency Programme for drinks producers.

Broad incumbents

• Firmenich (now dsm-firmenich): Global flavor and fragrance house with sensory science capabilities and training programmes. Comparable at the broad-incumbent level as a potential competitor or partner in beverage sensory training and aroma marketing.
• Givaudan Perfumery School: Global flavor and fragrance giant with perfumery training and aroma science capability. Broad incumbent with vastly deeper R&D resources whose perfumery expertise parallels The Aroma Academy's scientific aroma work.
• ScentAir: Global scent marketing services company providing ambient scenting for retail, hospitality, and commercial spaces. Comparable to The Aroma Academy's Aroma Marketing Services line but at significantly larger scale and focused on ambient scenting rather than bespoke brand-identity aromas.
• Wine & Spirit Education Trust (WSET): Global leader in beverage education and qualifications. Operates at much larger scale across wine, spirits, and sake with certification programmes; overlaps with The Aroma Academy's enthusiast and professional training segments but lacks aroma-specific kit methodology.
• Court of Master Sommeliers: Established sommelier certification body offering multi-level tasting and theory education. Broad incumbent in beverage professional training with overlapping sommelier target customer base, though methodology differs from Aroma Academy's aroma-standard approach.

Emerging players

• Aryballe: Digital scent technology company building electronic-nose sensors and AI-based smell digitization. Adjacent emerging player whose technology could either complement The Aroma Academy's training programmes or eventually disintermediate parts of the sensory training workflow.

Regional players

• Society of Wine Educators: US-based wine and spirits certification body offering credentialing programmes. Comparable professional education provider but primarily serving the US market, with limited overlap into aroma-specific sensory kit methodology.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/aroma_academy
• Facebookfacebook.com/aromaacademy
• Instagraminstagram.com/aromaacademy
• LinkedInlinkedin.com/company/aroma-academy

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Aroma Academy