What makes a sommelier really good?
(Hint: It's not just about knowing soil types by heart)
For years, the wine world has rewarded sommeliers for how much they can remember — classifications, soil maps, obscure appellations, rainfall statistics. But after watching the Nordic Sommelier Competition in Stockholm last year, I left with a completely different experience.
The technical knowledge was extraordinary. The understanding of hospitality... It really wasn't.
The "service" interactions were stiff, awkward, uncomfortable, and nowhere near the warm, intuitive experience that guests expect in a real restaurant. And yet, these competitions rarely test the skill that matters most:
Can you make people feel good?
The same problem exists in sommelier education. They have become a competition in memorization of facts that most consumers are completely indifferent to. In fact, guests want:
A good story – a clear, human language – a sommelier who listens – an experience where ordering and drinking wine feels fun instead of scary
And here's the point: every sommelier studies the wine list they're working on anyway. They research the producers they actually serve. They are preparing. So why force them to know details they'll never need just to get a higher level of certification or win wine competitions? That said, extensive knowledge is of course also a strength — and fun to acquire. And we really recognize the time and effort that goes into it. Great respect to those who have the brains for it... But...
If the industry wants to stay relevant — especially for younger wine drinkers — a small shift is needed.
Less obsession with encyclopedic memorization, and more focus on communication, empathy and genuine hospitality. Shouldn't the industry add this "test" to the current programs?
At The Vault, we take the idea of personality seriously. Our sommeliers are certified and knowledgeable — but they're also friendly, funny, curious, and amazing storytellers. They read the room. They make guests feel welcome. They make wine exciting again. That's the number one reason why our members say they LOVE the club.
Because a really good sommelier is not the one who knows the most.
It is the one that creates the best connection.
Let's hope that top restaurants and sommelier competitions around the world start looking more at personality along with knowledge — rather than just knowledge — when choosing who will be in charge of their service or wear the crown. This will help interest in wine grow, rather than decrease, at a time when it is really needed.
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