Oddbins is a high-street phenomenon. Exhorting its customers to "be passionate about what you do (and what you drink!)", Oddbins introduced a radically unpretentious way of buying wine by the case. Its shops are informal, staffed by keen graduates who are put through the various levels of the Wine & Spirit Education Trust (WSET) training. Customers are encouraged to taste wines in the shop, venture into unknown territory (oenologically speaking) and to become loyal ’Oddbinites’.