The Sommelier’s Commandments

Tastevin

Even if sommeliers have been around for a very long time, this profession is often misunderstood. The truth is that sommeliers guarantee the quality of wine served in the restaurants and perhaps even more importantly, encourage customers to leave their gastronomic comfort zones, try new pairings and indulge in new sensory experiences. And this is not only wine but also spirits, beer, tea, coffee, olive oil, water and more that a good sommelier can advise on.


At the recent Restaurant Fair in London I had a chance to attend a seminar on the role of sommelier with Gerard Basset. To many consumers this name may not sound too familiar but when it comes to the wine industry he is one of the world’s most renowned and accomplished professionals.
The seminar, delivered with great ease and humour, was both educating and entertaining drawing on the vast experience of the speaker.
So who is a sommelier, wine expert, wine poet, wine artist or wine salesman?
The following list of “commandments” sums up the essence of the profession.

1. First of all be a people person - your primary objective is to give a good time. Therefore you have to know about wine but more importantly you have to be open to people by nature.

2. Be a top salesman – sell products but above all sell the experience, sell what the customers want and make sure that they leave your restaurant happy.

3. Don’t be arrogant – a customer may know more than you do (or if you are so gifted as to read peoples’ minds, entertainment industry will make you a millionaire).

4. Be perceptive – read the clients and try to work out their budget, what they like and what they are after (want to hear about wine, came for a business dinner, want a quiet night or a celebration - this one is a must)

5. Don’t educate the customers - don’t bore the clients, unless they ask for it (see point 4).

6. Keep learning and training your palate – attend masterclasses and regularly taste wine with friends and colleagues.

7. Don’t put people in the corner – this is not how you make a sale (see point 1 and 3).

8. Be a good manager - know how to work independently but also in a tandem with the chef. Buy what you consider good but also make sure it goes with the style of the cuisine and clientele of the place.

9. Don’t offer the same wines as the shops - if clients can buy your wine in a supermarket for a fraction of the price they will go for that.

10. Make the customer part of the selection process - don’t push for a single bottle and give confidence to less knowledgeable clients.

11. Never criticize the wine that you sell - why would it be on the list then? Instead, be an ambassador of your wines.

12. Don’t be scared of technology – phone or tablet applications for wine are a complement to the service; consequently client is more informed when buying, which should motivate you to be up to date with current products, prices and trends.

13. Be confident – know your value and learn to defend your position with the management.

This list could perhaps be extended but, if the above are followed it is a win-win situation for both restaurants and customers.