Sniffers and swillers who send buyers to the cellars

Jancis Robinson

The wine writer and broadcaster Jancis Robinson, 52, is one of only a few British journalists to have qualified as a Master of Wine. Her books include The Wine Book, The Oxford Companion to Wine and The World Atlas of Wine (with Hugh Johnson). On television, she is best known for The Wine Programme, Vintners' Tales and Taste with Jancis Robinson. In 1997, she was awarded an honorary doctorate from the Open University. She now runs a wine website, www.jancisrobinson.com.

"My career took off in 1975, as assistant editor of Wine & Spirit magazine. My next big step was moving into broadcasting, writing and presenting The Wine Programme.

"If I really am the top person in the wine trade in the UK, it's down to luck and hard work. It was good timing, too: I started when Britain's love affair with wine began to ferment. Today, it's much more difficult to make your mark in wine; there are more opportunities but also far more people interested in it.

"Before I moved into wine, I was a graduate trainee for Thomson Holidays. I had to take a fairly big salary drop and I think you still have to expect that. Whether you're writing or trading, it's not the best-paid job in the world. I've been lucky, but many aren't.

"The more practical experience, the better. If you can say you've worked at x, y and z wineries, it goes down well. Likewise, having done wine courses shows a commitment. Languages help and you need to have a passion for travel."

David Bradley

David Bradley, 48, is sales director UK and Ireland for Ernest & Julio Gallo, the Californian producer that has become the most popular wine brand and the sixth-largest alcoholic brand in the UK. He has been responsible for launching new wines, as well as helping to educate consumers.

"I believe that with every bit of information we give people about wine, it makes them a little richer."

Allan Cheesman

Allan Cheesman, 53, is director of wine at Sainsbury's. He is credited with the launch of own-label brands in the UK and with playing a significant role in the popularisation and demystifi-cation of wine.

"Be customer focused, open minded and have a sense of humour, together with fairness and respect for suppliers both big and small."

Steve Daniel

Steve Daniel, 43, oversees all aspects of buying and marketing for Oddbins as well as having sole responsibility for his own buying areas: the South of France, Chile, North America and Greece. He is known for introducing many "new" small producers to the UK market.

"Always keep your eyes, mind and nostrils open. Never rule anything out but be prepared to be patient."

Alun Griffiths

Master of Wine Alun Griffiths, 48, is a director at Berry Bros & Rudd, one of Britain's longest-established wine merchants. He made his name by taking charge of underperforming wine departments at Fortnum & Mason and Harrods and making them profitable.

"I have always been uncompromising about quality in wine. In my days as a buyer, I always put myself in the shoes of the consumer."

Anthony Hanson

Anthony Hanson, 57, is senior director of the international wine department at auctioneer Christie's. He is sought after as an international wine judge and most recently served as chairman of the Institute of Masters of Wine in London.

"Anyone wanting to break into the trade needs to be passionate about wine and should initially be prepared for long hours and hard graft. But the rewards will be well worthwhile."

Ian Harris

Ian Harris, 47, is chief executive of the Wine & Spirit Education Trust, which teaches over 10,000 students a year and is the acknowledged entry point to the trade. He is introducing programmes for retailers and distrib- utors, as well as courses for consumers.

"Wine knowledge is now a 'must have' rather than a 'nice to have'. This gives the WSET a big opportunity."

Tony Laithwaite

Tony Laithwaite, 56, has founded a number of successful mail-order wine companies, notably Laithwaites, which sources nearly 50 million bottles a year. Laithwaites has been awarded a Wine of the Year in the last four years of the International Wine Challenge, with another wine shortlisted again this year.

"A passion bordering on obsession is vital."

Charles Metcalfe and Robert Joseph

Charles Metcalfe, 53, and Robert Joseph, 47, are co-chairmen of the International Wine Challenge, the world's biggest wine competition. In 1983, they started Wine magazine. Mr Metcalfe was for 12 years drinks presenter on This Morning.

"We taste a lot of very prestigious wines," says Mr Metcalfe, "and we want to share the experience. Wine doesn't have to be too serious – it's one of life's great pleasures."

Frazer Thompson

Frazer Thompson, 43, is chief executive of New Wave Wines, owner and producer of half of all English wines. With 16 years' experience at Whitbread and Heineken, he was given the remit of applying his experience in beer marketing to the world of wine.

"Having a love and knowledge of wine is laudable, but no longer a recipe for success. My advice: be different, be bold, be certain and shout as loud as you can."

So can you take it one sip at a time?

* Retail is one of the best environments in which to learn more about wine. Try approaching a chain that offers wine training, such as Majestic or Oddbins, and ask if they have staff vacancies.

* If you already have experience in fields such as marketing or PR, see if any wine traders need staff with your skills.

* The Wine & Spirit Education Trust runs courses for everyone from enthusiastic amateurs to budding Masters of Wine. Visit: www.wset.co.uk. Or contact the Association of Wine Educators: www.wineeducators.com.

* Language skills, though not essential, are a great selling point, since most wine is imported from non-English speaking countries.

* Attend as many tastings as you can, whether they are at your local offie or at one of the annual wine fairs put on by the big retailers.

Compiled by Kate Hilpern with information provided by 'Wine' magazine.