The Tasting Class
The Tasting Class is a Dubai-based, WSET Approved Program Provider offering accredited wine and beverage education (WSET, Wine Scholar Guild, California Wine Institute) plus home tasting experiences, corporate events, and HoReCa staff training across the UAE.
- Company typePrivate
- Founded2013
- HeadquartersDubayy, United Arab Emirates
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What The Tasting Class does
The Tasting Class is a Dubai-based, founder-led beverage education and tasting experience company founded in 2013 (CEO: Lindsay Trivers). It operates across two main verticals: structured wine and beverage education, and curated tasting experiences. On the education side, it is a WSET Approved Program Provider and has issued more than 3,500 WSET certifications, while also delivering seven international qualifications including Wine Scholar Guild (French, Italian, Spanish) and California Wine Institute Capstone courses. On the experience side, it runs home tasting events (13 themed programs covering wine, cheese, gin, whiskey, and chocolate), corporate events and team-building, and dedicated staff training for hospitality operators and beverage brands.
The company's core product surface is a multi-tier digital training portal that bundles WSET Level 1 (online), WSET Student Training, Educator Training, and an IDS Introduction to Wine module, alongside physical classroom delivery in Dubai. It sells a curated e-commerce product line (including Ette-branded and artisan food items) and partners with Crurated to bundle fine-wine sourcing with Capstone courses. Content distribution runs through blog, YouTube, and Instagram, supporting demand generation for the credentialed offerings.
The business model is multi-revenue-stream: per-learner course fees (WSET, Wine Scholar Guild, California Wine Institute), per-event home tasting pricing (AED 2,500–3,500+), B2B corporate event contracts and staff training retainers, and consumer product sales through e-commerce. Customer segments span individual enthusiasts, corporate clients, hospitality professionals, and beverage brands. Geographic concentration is Dubai/UAE-centric with inter-emirate travel surcharges (e.g., Abu Dhabi) signaling early intra-country expansion.
The Tasting Class firmographics
Firmographics- Name
- The Tasting Class
- Legal name
- The Tasting Class
- Website
- https://thetastingclass.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Tasting Class is a Dubai-based, WSET Approved Program Provider offering accredited wine and beverage education (WSET, Wine Scholar Guild, California Wine Institute) plus home tasting experiences, corporate events, and HoReCa staff training across the UAE.
- Ownership category
- akta.pro rank
The Tasting Class industry classification
Industry- Product category
- Wine & Beverage Education Services
- NAICS
- Drinking Places (Alcoholic Beverages) (72241)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Wine Tastings & Vineyard/Winery Tours (THAJAGAD)
- akta.pro secondary industries
- Beverage & Mixology (Coffee, Tea, Wine, Cocktails) (EDAAAGAH), Beverage Craft Classes (Coffee, Tea, Mixology, Wine/Beer Education) (THAJAKAF), Spirits Distillery Tours & Tastings (Whiskey, Rum, Gin, Vodka) (THAJAGAF)
Keywords
Where The Tasting Class is headquartered
LocationHeadquarters
- HQ city
- Dubayy
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices2 records
Markets served
The Tasting Class business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- WSET Course Fees: Revenue from internationally recognized WSET wine and spirits qualification courses offered at multiple levels (Level 1, 2, 3). Courses include in-class tastings with curated wines, professional instruction, study materials, and certification exams. Also available as reduced-price online-only option for Level 1.
- Home Tasting Experiences: Professional sommelier-led tasting experiences delivered at customer homes. Includes themed programs (Wine 101, Wine & Cheese, regional tastings, whiskey, cocktails, beer) and bespoke experiences. Pricing starts at AED 2,500 for up to 10 guests, with additional per-person fees.
- Corporate Events & Brand Partnerships: Customized corporate tasting experiences for team building, client hosting, and brand activations. Also includes brand partnerships with beverage companies for authentic, story-driven content and experiences through The Tasting Class's platform and audience.
- Online Training Programs: Self-paced online courses including Introduction to Wine Tasting (AED 399), IDS Introduction to Wine (Free), and WSET Student Training. Revenue from course fees and associated materials.
- Product Sales (Glassware & Merchandise): E-commerce sales of tasting glasses (Riedel, Spiegelau, MMI branded, unbranded), barware, accessories, and WSET course workbooks through their online shop.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | WSET Level 1 Award in Wines |
| One time/ perpetual license | Multi-year contract | WSET Level 2 Award in Wines |
| One time/ perpetual license | Multi-year contract | WSET Level 3 Award in Wines |
| Unit Pricing | Pay-as-you-go | Home Tasting Experiences |
| Subscription | Monthly | Introduction to Wine Tasting (Online) |
| Unit Pricing | Pay-as-you-go | Glassware & Merchandise |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
The Tasting Class product offering
Product offeringCore offering
The Tasting Class delivers educational and entertaining wine and beverage tasting experiences, WSET wine and spirit qualifications (Levels 1, 2, 3), sommelier-led corporate events, and brand partnerships. They offer private home tasting experiences, public events, online training courses, and sell related glassware and study materials, primarily serving the UAE market from Dubai.
Product overview
The Tasting Class is the UAE's first company dedicated to educational food and beverage experiences. The portfolio consists of three core offerings: (1) WSET Wine & Spirit Qualifications at Levels 1-3 plus a Training Portal with online courses including Introduction to Wine Tasting, IDS Introduction to Wine, WSET Student Training, and Educator Training; (2) Home Tasting Experiences featuring 13 themed tasting programs (Wine Fundamentals, Wine & Cheese, Country-specific tastings for Italy/France/Spain/South Africa/South America, New World Icons, Sparkling 101, Whiskey Origins, Cocktail Mixology, Beer 101, Blind Wine Tasting, and Bespoke tastings); and (3) Corporate Events & Brand Partnerships for team building and brand activations. Additionally, the company sells complementary products including WSET course workbooks, tasting glassware (Riedel, Spiegelau, MMI branded), and audio equipment.
Differentiator
Problem solved
Functional benefit
Products and services
- WSET Wine & Spirit Qualifications Internationally recognized wine and spirits education programs offered at Levels 1, 2, and 3, with in-class and online delivery options. Includes curated wine tastings, professional instruction, study materials, and certification exams.
- Home Tasting Experiences Private at-home tasting sessions led by qualified sommeliers, featuring 13 themed programs including Wine 101, Wine & Cheese Pairing, country-specific tastings (Italy, France, Spain, South Africa, South America), Whiskey Origins, Cocktail Mixology, Beer 101, Sparkling 101, Blind Wine Tasting, and Bespoke tastings.
- Corporate Events & Brand Partnerships Customized corporate tasting experiences for team building, client hosting, brand activations, and brand partnerships with beverage companies for authentic, story-driven content and events.
- Online Training Portal (Introduction to Wine Tasting, IDS, WSET Student Training, Educator Training) Online learning platform with professionally hosted video courses, including Introduction to Wine Tasting (AED 399, 30-day), free IDS Introduction to Wine portal, WSET Student Training portal, and Educator Training program.
- Tasting Glassware, Barware & Accessories Wine tasting glasses (MMI branded, Riedel Vinum/Veritas/Degastasione/001, Spiegelau, unbranded), mixing glasses, tiki glasses, corkscrews, wine pourers, and barware accessories sold through the online shop with AED pricing.
- WSET Level 1 Online Reduced-price, self-paced online version of WSET Level 1 Award in Wines, allowing students to study from anywhere on their own schedule, with the exam still required in person.
Quantifiable outcome
- 3,500+ WSET Certifications Issued
- +2 more outcomes
Companies that use The Tasting Class
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
The Tasting Class technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
The Tasting Class partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- WSET Awards (Wine & Spirit Education Trust)coreWSET Awards is the globally recognized UK-based wine and spirits education body founded in 1969. The Tasting Class is an Approved Program Provider (APP) delivering WSET qualifications in the UAE. This partnership provides internationally recognized certifications (Level 1, 2, 3) and credibility for professional wine education.
- California Wine InstitutecorePartnership for Capstone California Courses and trade-focused wine education. California Wine Institute provides content and certification for training programs on California wines. The Tasting Class delivers these programs in the UAE market.
- Wine Scholar GuildcoreWine Scholar Guild provides specialist wine education certifications covering French, Italian, and Spanish wines. The Tasting Class educators hold Wine Scholar Guild designations alongside WSET qualifications, enhancing their credentials and curriculum.
- PinknicminorPinknic is shown in corporate event imagery with The Tasting Class team, suggesting a brand partnership for events or activations in the UAE market.
- CruratedminorCrurated is a fine wine marketplace specializing in premium and rare bottles from Burgundy and other regions. The Tasting Class collaborates with Crurated for content creation, visiting their bonded storage facilities and featuring their wines in educational content.
- City DrinksminorCity Drinks is Crurated's sales partner in the UAE, selling their wines via website and App. The Tasting Class refers customers to City Drinks for purchasing featured wines and mentions promotional codes (tastingclass for 8% discount).
- Craft & CultureminorCraft & Culture operates bonded storage facilities at RAK Port providing climate-controlled wine storage. The Tasting Class visited their facility to understand UAE wine importation and storage infrastructure for educational content.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
The Tasting Class competitors and assessment
Company assessmentDirect peers
- International Wine Center: International Wine Center is a New York-based WSET Approved Program Provider offering Levels 1–3 plus spirits and sake certifications. It is comparable as another multi-level WSET operator competing for the same hospitality professional and serious enthusiast segment.
- Vinography: Vinography is a long-running wine education and content brand offering paid tasting experiences, online courses, and written deep-dive content. It is comparable as a content-plus-experiences wine education brand pursuing the same enthusiast and aspirational-student audience that The Tasting Class targets.
- Napa Valley Wine Academy: Napa Valley Wine Academy is a US-based WSET Approved Program Provider delivering Level 1–4 qualifications, plus wine scholar and Italian specialist certifications. It is highly comparable as a multi-qualification WSET provider competing in the same structured wine education category.
- The Wine School: The Wine School is a UK-based wine education company delivering WSET qualifications, corporate events, and private tastings. It directly parallels The Tasting Class's combination of WSET course delivery, corporate experiences, and consumer-facing tasting events.
- Wine Folly: Wine Folly is a global wine education platform offering structured online courses, certifications, and content for enthusiast and professional learners. It is directly comparable as an alternative pathway for self-directed wine education competing for the same curious-consumer segment that The Tasting Class addresses with its WSET and IDS offerings.
Broad incumbents
- Court of Master Sommeliers: The Court of Master Sommeliers is a globally recognized sommelier certification body offering Introductory, Certified, and Master Sommelier tiers. It is an adjacent incumbent competing for share of mind in the premium wine and beverage professional education category that The Tasting Class serves in the UAE.
- Wine & Spirit Education Trust (WSET): WSET is the UK-based global awarding body whose qualifications The Tasting Class delivers under license. As both a strategic partner and the broader standards-setting incumbent in wine and spirits education, WSET represents the structural umbrella under which the company operates and competes.
Regional players
- Sommelier India: Sommelier India is an India-based wine education and media platform delivering WSET and sommelier courses plus curated wine experiences in the South Asian market. It is a comparable regional wine education and tasting experience operator serving a geographically adjacent diaspora and corporate market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The Tasting Class social profiles
Digital presenceThe Tasting Class financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Tasting Class leadership team
Management profileNumber of profiles
Profiles1 record
The Tasting Class funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Tasting Class M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Tasting Class
What does The Tasting Class do?
The Tasting Class delivers educational and entertaining wine and beverage tasting experiences, WSET wine and spirit qualifications (Levels 1, 2, 3), sommelier-led corporate events, and brand partnerships. They offer private home tasting experiences, public events, online training courses, and sell related glassware and study materials, primarily serving the UAE market from Dubai.
Is The Tasting Class a public or private company?
The Tasting Class is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Tasting Class founded?
The Tasting Class was founded in 2013. It employs 1 to 10 people.
Where is The Tasting Class based?
The Tasting Class is headquartered in Dubayy, United Arab Emirates, in the Middle East region.
How does The Tasting Class make money?
Five revenue lines are on record. WSET Course Fees are the primary driver. The others are home Tasting Experiences, corporate Events & Brand Partnerships, online Training Programs and product Sales (Glassware & Merchandise).
Who are The Tasting Class's main competitors?
Direct peers on record are International Wine Center, Vinography, Napa Valley Wine Academy, The Wine School and Wine Folly. Broad incumbents are Court of Master Sommeliers and Wine & Spirit Education Trust (WSET). Sommelier India is listed as a regional player.
Does The Tasting Class have an API?
No public API is recorded for The Tasting Class.
What industry is The Tasting Class in?
The Tasting Class's product category is Wine & Beverage Education Services. Its primary akta.pro industry code is THAJAGAD, Wine Tastings & Vineyard/Winery Tours, with a secondary code of EDAAAGAH, Beverage & Mixology (Coffee, Tea, Wine, Cocktails). Its NAICS code is 72241 and its SIC code is 5810.