Joe Rook didn’t grow up dreaming of a wine career. In fact, he didn’t even know his current role existed three years ago. Fresh out of college and unsure what was next, Joe stumbled across an advert for a sales apprenticeship with Molson Coors. “All I saw was ‘company car’ and I was sold".
A few weeks later, he’d become the company’s first-ever Wine and Spirits Sales Apprentice—with no previous experience beyond drinking £3 rosé.
Thrown in at the deep end, Joe learned on the job from an experienced wine team. Early on, he discovered a love for training others, helping demystify wine for customers and bar teams in relatable, down-to-earth language. “I realised I enjoyed making wine feel more accessible—breaking it down into ‘normal people words".
Since completing his apprenticeship, Joe has earned WSET Levels 1–3 (with Merit) and now holds the position of Wine and Spirits Development Manager, covering a huge patch across the North West. His day-to-day includes everything from sales strategy and wine list development to tastings, supplier partnerships, and staff training.
“It’s not a hard-sell industry,” he explains. “It’s about listening, understanding people, and sharing your passion.”
For Joe, the future is about continued learning and opening more doors for others: “I feel lucky to have found a career that doesn’t feel like work—and I want to keep making this industry more welcoming".
