In recent weeks, we’ve seen a few instances of beverage brands and media treating sommeliers as spirits experts in lieu of bartenders — people who work with spirits much more frequently. Of course, bartenders and sommeliers have overlapping experiences. Just as bartenders have likely poured and served wine in their careers, sommeliers have some experience working with spirits. Is it a smart move for up-and-coming spirits brands to limit their industry scope to wine professionals?
Today on the “VinePair Podcast,” Adam, Joanna, and Zach discuss the trend and try to parse through why a brand would prefer to work with sommeliers over bartenders. Is there actually some logic in looking beyond bartenders? Are these brands trying to make inroads in on-premises sales or just get some good, audience-friendly content?
Zach is reading: The Wines That Changed How America Drinks, Decade by Decade
Joanna is reading: The 12 Most Important IPAs of the 21st Century So Far
Adam is reading: White Claw’s Parent Co. Bought Finnish Long Drink Because Flavor Is King
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The article The VinePair Podcast: Why Are Spirits Brands Bypassing Bartenders for Somms? appeared first on VinePair.