2025-03-04  4 MIN READ 

 Morris Cai 

The Wine & Spirit Education Trust (WSET) is cutting authorization fees for its Level 1 course by 50% in mainland China, an unprecedented move aimed at boosting enrollment as the country’s wine education sector struggles with declining student numbers.

Willa Yang, WSET Chief Representative in China, confirmed the move, telling Vino Joy News that the discount applies only to the Chinese market for 2025 and is intended to ease costs for training providers.

“These fees are paid by WSET course providers, not students,” Yang said. “Although our renewal fees are not high, we hope this helps lower the cost of offering Level 1 courses.”

WSET did not disclose the exact renewal fee, but training institutions in China typically charge students between RMB 1,000 and 1,700 (US$140-US$240) for Level 1 courses, while Level 2 courses cost around RMB 5,000 (US$700) and Level 3 exceeds RMB 10,000 (US$1,400).

Effort to Boost Enrollment

According to WSET approved course providers who had spoken to us, the discount appears to be a calculated effort to revive interest in WSET’s introductory course, which has struggled to attract students.

“The intention is clear—WSET is trying to attract more students to its introductory courses because the number of enrollees has been insufficient,” a WSET approved course provider in Shanghai commented on condition of anonymity.

“Level 2 is the most popular course in WSET’s system because it mainly targets wine professionals, and many students start at this level,” the educator said. “Level 1, on the other hand, is simpler and geared toward wine lovers. But because there are cheaper alternatives, it receives less attention in the market.”

The shrinking appeal of Level 1 also reflects the broader reality of China’s wine market. While once fueled by a strong middle class eager to explore wine culture, economic headwinds and changing consumer priorities have reshaped demand.

Yang of WSET, however, framed the discount as an effort to make wine education more accessible.

“The Level 1 course is the most basic in WSET’s system and is more suited for consumers,” she said. “As China’s wine and spirits market continues to grow, we want to work with training providers to promote Level 1 courses and introduce more people to wine, spirits, and sake.”

Reflecting Industry Struggles

The fee reduction also highlights broader difficulties for WSET in China.

“The market is much weaker than in previous years,” a wine educator in central China admitted when speaking to Vino Joy News. “Even though Level 2 courses remain in demand, overall revenue has declined significantly. Our 2024 revenue is about 70% of what we earned in 2019, which we consider a good outcome. Some of my peers have reported drops of nearly 50%.”

The educator pointed to two main factors driving the downturn: the struggling wine industry and market oversaturation.

“WSET’s main audience is industry professionals, and with fewer people entering the sector, course enrollments have taken a hit,” the educator said. “Also, competition among training institutions has intensified, leading to market fragmentation.”

WSET offers courses through approved programme providers. Its website lists 82 licensed providers in mainland China, with some additional organizations collaborating with licensed providers to offer courses.

WSET’s Rise and Struggles in China

China is Asia’s largest wine market and a key region for WSET. The organization entered China 18 years ago and quickly became the country’s leading wine education provider, benefiting from the industry’s rapid expansion.

In the 2017-18 academic year, WSET had 94,822 students globally, with China accounting for the largest share—21,986 students. For many in the industry, WSET became synonymous with wine education.

But the tide turned in 2019, as China’s wine industry began contracting. Investors pulled back, consumption slowed, and interest in professional wine education started to wane.

Then came the pandemic. COVID-19 decimated consumer spending and disrupted wine imports, dealing a severe blow to the industry.

WSET also faced regulatory challenges. In early 2021, it was forced to suspend all activities in mainland China for a year after failing to obtain government approval, only resuming classes in January 2022. The disruption dealt a significant blow to its business.

Despite the downturn, Chen said China remains one of WSET’s top three markets, along with the United States and the United Kingdom.

Training Providers Adapt to a Shrinking Market

With fewer students enrolling, training providers have been forced to adapt—or risk shutting down.

Some have diversified into wine retail, while others have slashed prices or introduced aggressive promotions to attract students.

“To stay competitive, many institutions are offering higher-quality tasting wines or bundling Level 1 for free with Level 2 courses,” said a course provider.

Some companies have taken even more drastic measures. A few wine retailers have begun offering WSET Level 2 at significantly reduced prices, using it as a value-added perk for their customers rather than a profitable standalone course.

With the wine education market under pressure, WSET and its partners are navigating a tougher, more competitive landscape—one where prestige alone is no longer enough to drive enrollment