Threshers has joined forces with the UK's key wine course provider to boost its efforts at educating high street wine consumers, in a bid to steal market share from its supermarket rivals.

The off-licence chain has teamed up with the Wine and Spirits Education Trust (WSET) to offer an educational initiative that aims to bring the content of the WSET Intermediate Course - regarded as an entry-level course for those in the industry - to all Threshers' wine consumers.

Educational material takes the form of an in-store leaflet that outlines the wine regions of the country in focus, identifying the grape varieties of that region and highlighting the grapes, styles and famous names found there.

WSET CEO Ian Harris said: "We think this is a really exciting opportunity for UK's high street consumers to develop their knowledge of wine across many countries and varieties in an informative and entertaining way."

The booklets will be updated every six weeks in line with Threshers' rolling Country Festival programme. Chief wine buyer Jonathan Butt said: "The three bottles for the price of two mechanic encourages discovery across the wine range, and now they can learn and have fun while getting value for money."


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