How sommeliers and Masters of Wine shape what we drink

In an industry where influence is everything, the sommelier and the Master of Wine (MW) shape wine buying in radically different ways. MWs tend to operate more in a strategic, advisory and commercial capacity, guiding portfolio decisions but also judging, teaching and researching. As front-of-house ambassadors, sommeliers curate wine lists, directly influence consumer choices and, critically, deliver emotions. Both, therefore, require very different qualities. “People assume that a sommelier needs to be a fount of knowledge but having soft skills is more important,” says Jacques Orhon, a somme...