The Council of Whiskey Masters

What The Council of Whiskey Masters does

The Council of Whiskey Masters is a private education and certification body focused exclusively on whiskey expertise, operated by Sommelier Capital Advisors LLC and headquartered in Los Angeles with a regional office in Speyside, Scotland. Founded in 2019, the organization delivers a four-tier certification program modeled after wine sommelier credentials: Level I (Certified Scotch Professional and Certified Bourbon Professional), Level II (Certified Whiskey Specialist, covering global whiskeys), Level III (Master of Scotch and Master of Bourbon), and Level IV (Master of Whiskey). Levels I and II are delivered via online enrollment and remote online testing at global test centers, while Levels III and IV require in-person examinations alternating annually between Scotland and the USA, with oversight by an Advisory Board of 30+ respected whiskey experts.

The underlying technology is an education and certification platform with secure online exam delivery, proprietary study guides (a 100-page guide for Level I), and 100-question multiple-choice exams requiring 80% to pass. Content assets include the Whisky Tasting Wheel developed with Charles MacLean and an Official Bourbon Flavor Wheel covering 16 categories. The company also issues a Certified Spirits Judge credential and runs the Society of Whiskey Masters annual membership program offering discounts and networking benefits.

The business model combines one-time certification fees (Level I at $395) and study material sales with a recurring membership subscription. Revenue channels include self-serve online enrollment (individual/consumer SMB) and field-style in-person Master exam administration (enterprise-segment candidates). Customer segments span hospitality professionals (sommeliers, bartenders), spirits industry professionals (distillery employees, distributors, retailers), dedicated enthusiasts, and spirits judges. Certification candidates are located in more than 40 countries across 6 continents, and the organization claims 100% independent ownership with no disclosed venture capital, private equity, or institutional investment.

Name

The Council of Whiskey Masters

Legal name

Sommelier Capital Advisors LLC

Website

https://whiskeymasters.org

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

The Council of Whiskey Masters is a private, Los Angeles-based certification body that offers a four-tier whiskey education program (Certified Scotch/Bourbon Professional through Master of Whiskey) to sommeliers, bartenders, distillery staff, distributors, retailers, and enthusiasts across 40+ countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Certification Program Fees: Revenue from Level 1 (CSP/CBP), Level 2 (CWS), and Master level (III/IV) certification exam fees and study materials.
2. Study Materials: Sale of detailed study guides (100-page guides for Level 1), and recommended reading materials for candidates.
3. Membership Program: Annual membership in Society of Whiskey Masters offering benefits including discounts on whiskey and glassware, access to whiskey magazines, and networking opportunities.
4. Spirits Judge Certification: Certified Spirits Judge (CSJ) credential for professional evaluation and competition judging roles.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

The Council of Whiskey Masters delivers a four-level whiskey education and certification program covering Scotch, Bourbon, and global whiskeys. Levels I (CSP/CBP) and II (CWS) are conducted remotely via online testing at global test centers, while Levels III (Master of Scotch / Master of Bourbon) and IV (Master of Whiskey) require in-person exams in Scotland or Kentucky. The offering also includes a Certified Spirits Judge credential, a Society of Whiskey Masters membership program, and proprietary tasting wheels for Scotch and Bourbon.

Product overview

The Council of Whiskey Masters offers a four-level certification program focused exclusively on whiskey expertise, consisting of Level I credentials (Certified Scotch Professional and Certified Bourbon Professional), Level II (Certified Whiskey Specialist covering global whiskeys), Level III master-level certifications (Master of Scotch and Master of Bourbon), and Level IV (Master of Whiskey as the pinnacle designation). The organization also provides a Certified Spirits Judge qualification and a Society of Whiskey Masters membership program. Levels I and II are conducted remotely/online, while Levels III and IV require in-person examinations. The program is designed, guided, and endorsed by respected whiskey authorities from four continents, with candidates located in more than 40 countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Certified Scotch Professional (CSP)
• Certified Bourbon Professional (CBP)
• Certified Whiskey Specialist (CWS)
• Master of Scotch
• Master of Bourbon
• Master of Whiskey
• Certified Spirits Judge (CSJ)
• Society of Whiskey Masters Membership
• Whisky Tasting Wheel
• Bourbon Flavor Wheel
• Certified Scotch Professional (CSP) Level I certification program providing comprehensive knowledge of Scotch whisky production, regions, and tasting. Candidates receive a 100-page study guide and must pass a 100-question multiple-choice exam (80% to pass) to earn the postnominal designation.
• Certified Bourbon Professional (CBP) Level I certification program covering American whiskey with focus on Bourbon production, regulations, and flavor profiles. Prerequisite for Level II CWS enrollment. Exam-based credential with associated lapel pin and diploma.
• Certified Whiskey Specialist (CWS) Level II global whiskey certification covering Scotch, Bourbon, and whiskeys from Japan, Ireland, and Canada. Requires CSP or CBP as prerequisite. Expands knowledge to the entire world of whiskey beyond Scotland and America.
• Master of Scotch Level III certification requiring rigorous written exam and blind tasting demonstration. Candidates must recognize classical selections, aging, and finishing, presenting findings orally to examiners. Conducted in-person at locations in Scotland. Prerequisite for Master of Whiskey (Level IV).
• Master of Bourbon Level III certification demonstrating advanced Bourbon knowledge and high-level sensory skills. Includes blind tasting and oral examination components. In-person exam delivered annually, typically in spring, alternating between the United States and Scotland.
• Master of Whiskey Level IV pinnacle certification requiring mastery of all global whiskeys in addition to complete understanding of Scotch/Bourbon. Demanding oral and practical examination covering 36 global whiskeys tasted blind, plus theory examination. Requires Master of Scotch or Master of Bourbon as prerequisite.
• Certified Spirits Judge (CSJ) Professional qualification preparing candidates for roles in spirits competitions and evaluation. Sets the new standard for professional judges in the wider world of spirits beyond whiskey.
• Society of Whiskey Masters Membership Annual membership program offering 10+ benefits including lower cost for whiskey and glassware, access to major whiskey magazines, local networking opportunities, insider access to Council's private discussion group, and suite of discounts and member benefits.
• Whisky Tasting Wheel Official tasting wheel developed by Charles MacLean, providing systematic flavor categorization for Scotch whisky evaluation. Used as part of certification curriculum for describing and identifying flavors and flavor categories.
• Bourbon Flavor Wheel Official Bourbon Flavor Wheel developed by Council Masters Adam Edmonsond, Carmen Hartwich, Kevin Malta, Tom McCormick, and Justin Strumpfer under guidance of Steve Beal. Provides systematic flavor categories and descriptors for Bourbon evaluation covering 16 flavor categories as part of certification curriculum.

Quantifiable outcome

• 40+ countries with certified professionals
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Glencairn CrystalcoreStrategic or Co-development PartnerOfficial partner for glassware. The Council recommends Glencairn Crystal glassware for whiskey tasting. Glencairn is endorsed by the Scotch Whisky Association and is used by spirits professionals worldwide.
• Whisky MagazineminorStrategic or Co-development PartnerThe Council recommends the official Tasting Wheel published by Whisky Magazine. An original version was developed by Council's inaugural board member Charles MacLean.
• Lez Nez Du WhiskyminorChannel Partner/ Reseller/ DistributorAroma tasting kit offered through the Council with discount available via office contact. Used for sensory training in whiskey appreciation.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Beverage Alcohol Resource (BAR): BAR provides intensive spirits training programs focused on bartenders and hospitality professionals, including blind tasting and category expertise. It is comparable as a spirits-focused educator targeting hospitality customers with overlap in the Council's sommelier-style candidate pool.
• Gin Guild: Gin Guild offers structured education and certification pathways for gin professionals, including membership tiers. It is an adjacent specialty spirits credentialing body sharing the same 'professionalizing a brown/spirit category' thesis as the Council's whiskey program.
• Moonshine University: Moonshine University provides distilled spirits education and training including certifications in distillation and spirits production. It is comparable as a specialty spirits education provider, though with more focus on production/distillation than tasting/sommelier-style assessment.

Broad incumbents

• Society of Wine Educators: Society of Wine Educators offers certifications including the Certified Specialist of Spirits (CSS). It is a comparable multi-level credentialing body for beverage professionals, with overlapping audience of hospitality workers and spirits educators.
• Wine & Spirit Education Trust (WSET): WSET is the leading global provider of wine and spirits qualifications, including Level 1-4 Awards in Spirits. It is comparable to the Council of Whiskey Masters as a multi-level, internationally delivered credentialing body, though broader in scope (wine + spirits) and longer-established.
• Court of Master Sommeliers: The Court of Master Sommeliers administers the globally recognized sommelier certification tiers (Introductory through Master). The Council explicitly modeled its four-level curriculum on this wine-side structure, making it the closest analog for educational format, prestige signaling, and career-pathway positioning.

Regional players

• International Wine & Spirit Competition (IWSC): IWSC runs judging panels and awarding competitions for wines and spirits, and offers judging-related training. It overlaps with the Council's Certified Spirits Judge credential and shared candidate pool of professionals seeking spirits evaluation expertise.
• Scotch Whisky Experience: Scotch Whisky Experience in Edinburgh delivers whisky education including the Scotch Whisky Heritage Centre's Gold and Master certifications. It is a comparable dedicated Scotch education provider with a multi-level structure, though primarily delivered onsite in Scotland.

Direct peers

• International Sommelier Guild (ISG): ISG provides multi-level sommelier and spirits training programs delivered through affiliated schools. It is comparable as a tiered, certification-driven beverage education body targeting hospitality professionals, with overlap in spirits-focused credentials.
• Edinburgh Whisky Academy: Edinburgh Whisky Academy offers professional whisky education and certifications including the Diploma in Single Malt Whisky. It is a direct peer as a dedicated, multi-level whisky certification provider competing for the same hospitality professional and enthusiast candidate base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• FacebookFacebook.com/WhiskeyMasters
• LinkedInlinkedin.com/company/council-of-whiskey-masters

Revenue estimate

Valuation estimate

Number of profiles

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 Council of Whiskey Masters