What Does WSET Level 3 Mean, and Why It Matters on a Wine Tour?
Many wine tours are fun, but not all are educational.
It’s hard not to have a good time while out in a vineyard tasting wine with friends. Beautiful views, good company, and delicious wines are a winning combination. But if a winery is busy or short-staffed, you may not get the opportunity to ask questions about what you’re drinking, how it was made, or why you love one wine more than another. You might leave having had a great day, yet still feel like you missed out on truly engaging with the place, the process, and the people behind the wine.
That’s where having a WSET-certified wine tour guide makes all the difference.
In addition to nearly five years of experience in the Rogue Valley wine industry, Latitude Wine Tours founder Faith Lemire-Baeten holds her WSET Level 3 certification with Merit. This internationally recognized credential reflects a deep, professional understanding of both global wine regions and the unique character of Southern Oregon wine country, knowledge that directly enhances the guest experience on tour.
What Is WSET?
WSET stands for the Wine & Spirit Education Trust, an internationally recognized organization that provides professional education and qualifications in wine, spirits, and sake. Founded in London in 1969, WSET has become the global standard for structured, evidence-based wine education, offering programs that range from introductory courses to advanced professional certifications.
WSET qualifications are respected worldwide because they are rigorous, standardized, and globally consistent. The curriculum is the same whether it’s taught in Oregon, London, or Tokyo, and exams are centrally written and graded to ensure fairness and accuracy. WSET focuses on understanding wine through viticulture, winemaking, geography, and tasting methodology, which is why its certifications are trusted across hospitality, retail, distribution, and wine production.
For guests, this means a WSET-certified guide brings knowledge and credibility that’s recognized throughout the global wine industry, not just locally.
What WSET Level 3 Covers
WSET Level 3 goes well beyond basic wine knowledge. It focuses on understanding how and why wines taste the way they do, connecting what happens in the vineyard and winery to what ends up in your glass.
Viticulture & Winemaking
Level 3 explores how grapes are grown and how farming choices, such as pruning methods, harvest timing, and sustainability practices, directly influence wine quality. It also covers winemaking techniques like fermentation, aging, and blending, helping explain why two wines made from the same grape variety can taste completely different.
Terroir and Climate
A core focus of Level 3 is understanding how climate, soils, elevation, and site shape a wine’s character. This is especially relevant in Southern Oregon, where diverse microclimates and soil types create an unusually wide range of wine styles within a relatively small geographic area.
Wine Styles and Structure
Rather than memorizing labels or tasting notes, Level 3 teaches how to recognize key structural elements like acidity, tannin, alcohol, body, and sweetness and how those elements work together. This gives guests a practical framework for understanding why they enjoy certain wines and how to talk about them with confidence.
Blind Tasting Skills
Blind tasting at Level 3 isn’t about guessing famous bottles or showing off. It’s about learning to assess wine objectively using a simple, consistent method. For guests, this translates into clearer explanations, better comparisons between wines, and approachable guidance that makes tasting more engaging and far less overwhelming.
Why This Matters on a Wine Tour
Better Explanations Without Being Pretentious
Faith sees her WSET certification as a responsibility make wine education approachable. Her goal is to help guests feel confident talking about wine while keeping the experience fun and relaxed. Weird tasting notes are welcome (favorites include “PB&J sandwich” and “playground after a rainstorm”), and there are no silly questions on a Latitude Wine Tour. We’re happy to go as deep into the details as you’d like or keep things light and easy.
Real Answers to Real Questions
Guests often ask thoughtful, practical questions: Why does this Pinot feel lighter than that one? Why does this winery’s wine taste so different from the last? How does climate really affect the wine? WSET training provides the foundation to answer those questions clearly, accurately, and in a way that enhances the tasting experience.
Connecting Wines to Place, People, and Farming
Faith believes that knowing the story behind a wine makes it taste even better. When guests understand the land, the farming decisions, and the people behind the bottle, they gain a deeper appreciation for why they love the wines they love and what makes Southern Oregon wine country so special.
What It Means for Guests
More Confidence Ordering Wine
Guests often leave feeling more comfortable ordering wine at restaurants, choosing bottles at the shop, or selecting something special for a dinner party, without second-guessing themselves.
Deeper Appreciation, Not Pressure to “Know Everything”
Wine isn’t about knowing everything. As Faith often says, “I love this industry because I learn something new every day.” It’s about discovering what you like, understanding why, and enjoying the process along the way.
Education Tailored to Your Interest Level
A Latitude Wine Tour is never a classroom — unless you want it to be! Tours are customized to match your curiosity, whether you’re eager to dive into the details or simply want thoughtful context while you sip and enjoy the scenery.
Sound Interesting?
At Latitude Wine Tours, we believe wine is ultimately about storytelling: the perfect intersection of education and hospitality. We’re passionate about sharing our love of Southern Oregon wine country in a way that feels welcoming, engaging, and memorable. If learning a little more while enjoying a beautiful day in wine country sounds like your idea of a perfect afternoon, we invite you to explore our experiences and book a guided tour with us.
