A Bottle Of White, A Bottle Of Red: NMC Plots New Beverage Management Certificate

Once upon a time, designing the drink menu at a restaurant was something of an afterthought. Nowadays, it’s almost as important as the food. That change in trends is behind a new certificate that Northwestern Michigan College (NMC) and its Great Lakes Culinary Institute (GLCI) will roll out this fall, focused on beverage management. Built with the help of a steering committee of local industry experts, the program will touch every aspect of a modern beverage menu, from the classic foundation of wine, beer, and spirits to more recent trends like ciders, seltzers, ready-to-drink cocktails, and non-alcoholic (NA) options.

According to Chef Les Eckert, GLCI’s director, a beverage management certificate has been on the program's “to do” list for years. In 2022, facing rising costs and stagnant enrollment, GLCI was on the brink of being shuttered entirely. Instead, NMC invested in reimagining the program, downsizing its staff, introducing new classes and certificates, and experimenting with shorter-form credentials. The changes worked, and by NMC’s 2024 fiscal year, the GLCI program, which once operated at a net loss of $375,000 annually, was generating $85,000 in revenue for the college.

While a beverage management certificate was flagged as an option during that process, Eckert says it “took a backseat” as GLCI approached other new initiatives, such as a partnership with the Great Lakes Maritime Academy to put skilled chefs on maritime vessels, or the development of a sports performance nutrition certificate. It wasn’t until 2025 that GLCI “had the bandwidth” to work on developing the beverage certificate.

“We started working on it last spring, just writing up a first draft of what the program would look like and who it would serve,” Eckert says. “Then we put together a stakeholder group representing all of the different beverage groups. So, beer, wine, spirits, cider, sake, NA – that would be your mocktail group, but also coffee and tea – and then distributors as well. We brought everybody to the table, showed them our first draft, and asked them mark it up and tell us what looked great and what didn't. Then we took that back to the drawing board.”

A key takeaway from those sessions, Eckert tells The Ticker, was the “growing demand for a bigger beverage menu at restaurants.” No longer can businesses get away with a just-the-basics menu of beer, wine, spirits, and soft drinks. Demand for NA beverages – craft mocktails, NA beers, and even NA wine or spirits – is clearly “not just a trend,” Eckert says, but part of a more profound “shift in the industry.” Similarly, things that weren’t really a concern a decade ago – seltzers, ready-to-drink cocktails, or even craft cider – need to be on menus now because they are much more broadly popular. GLCI’s new certificate will cover all of the above.

“There was really nothing in this part of Michigan that offered training touching on all these different beverage categories, and that was really brought to light to us during our reimagining process,” Eckert says. “This new certificate is designed to give that broad understanding of the many different beverage categories that are already very present here in northwestern Michigan, but also beverage categories that are really picking up in traction.”

The curriculum will also incorporate two industry certifications: TIPS, a program approved by the Michigan Liquor Control Commission that teaches best practices for responsible alcohol service; and ServSafe, a similar course through the National Restaurant Association. Eckert says the certificate could also serve as a good primer for students interested in pursuing more segment-specific certifications, including the Wine & Spirit Education Trust, the Cicerone Certification Program, or the American Cider Association.

GLCI’s new certificate is now going through final approvals from Michigan’s Department of Education and Higher Learning Commission, with the program tentatively slated to launch this fall. True to NMC’s focus on experiential learning, the proposed curriculum leans heavily on hands-on learning.

“We didn't want this to just be lecture, so we're combining it with practical training into things like mixology, production methods, distribution service techniques, and strategies for maximizing profitability,” Eckert says. “We find that, while we do have a great facility here, we can't teach everything within these four walls. There's so much to learn out in our community, and we knew this program had to utilize our community partnerships.”

In particular, Eckert hopes the experiential aspects of the certificate will prepare students for northern Michigan’s market in particular, where beverages are a cornerstone of tourism and leisure – and where questions about healthy drinking culture are continuing to permeate.

“Up in this region, we don't just sell a drink; a lot of places also sell the experience around the drink,” Eckert says. “So, how do you maximize your profitability and customer experience around those different beverage categories? It might be a wine tasting. It might be a weekend experience. Or it might just be a great, diverse beverage selection for your restaurant that incorporates more NA options.”