Well, the last day of the month has arrived, which means it’s time for a recap post for this month’s Wine Conversations. Dave Baxter is really on to something here.
When Dave asked me if I would pitch a question for April’s Wine Conversations, my mind immediately jumped to my favorite topic: wine service!
I started the conversation with my post, drawing on my own experience as a Bay Area sommelier.
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April 9, 2025
It’s time for another round of Wine Conversations, and I’m very proud to be kicking off this topic for the participating writers in this round!
Stacey Midge, who has spent some time working in wine bars, had a “yes, and” anecdote that should be stated in every pre-shift meeting ever.
“Good wine service requires curiosity about the wine, of course, but it becomes great wine service when combined with curiosity about the guest as well. When you approach another person with curiosity, you haven’t made a prejudgment about what they need or want; you’ve invited them to share their needs and wants with you.”
George Nordahl, WineStack’s favorite viticulture professor, pointed out some ancient wine history in relation to modern wine service. He also shared a few personal pet peeves when it comes to tableside conversations with somms, and the number of times I clapped in support can never be measured. Another rally cry for meeting guests where they’re at without wine-splaining!
“If, as an example, I’m asking you what the maceration time is for a given orange wine on the list, chances are I know what orange wine is. Please do not proceed with an explanation of how it’s white wine with skin contact… This again goes towards reading the room and meeting people where they are. It’s OK to say, ‘I don’t know, let me find out for you’.”
Dave Baxter, film pro-turned-WSET boss, stands in agreeance with all the previous posters. (Although, I will say, I still talk about the structure of a wine with guests without mentioning the word “tannins”. A little creativity is involved, but a friendly conversation without technical jargon can steer my Napa Cab drinker away from the Fleurie they won’t like and towards the Rioja they are more likely to appreciate.) He also advocates for more comprehensive BTG programs, which I would loooooooove to see more as well!
“This means any consumer can experience a 1986 Margaux or 1992 Australian Shiraz or 2002 Bourgogne Blanc for a price they can afford. $50 per glass? Or $25 per half glass? Or $12.50 per quarter glass? It's marvelous. And the craziest thing is how it seems so crazy and out-of-the-box.”
Corinne Kovalsky, a career journalist who has spent some time working at an up-and-coming winery, went the extra mile to interview working floor somms about how they cultivate positive guest experiences. Her findings? The storytelling element of wine is an underrated way to hook people.
“Craft storytelling elements to highlight your wine. Make sure everyone who touches your wine is equipped to tell your story. Use social media and other tools to meet your customers where they are, and to build brand engagement. If you are a small winery with a small budget, consider partnering with other like-minded local businesses to tell a regional story.”
And Chasity Cooper had a lot of very kind words to say, but here’s my favorite (and the central element of her article):
“From my experience as a foodie, beverage enthusiast, and wine geek, wine drinkers appreciate when things GO TOGETHER. Wine and movies. Wine and music. Wine and candy. Wine and painting. Wine and Girl Scout cookies. I could go on and on.”
I’m also gonna take a second and say thank you to Chasity for using the pull quote format with quotes from all the articles. Visual learners are my favorite learners, and seeing her favorite quotes from everyone’s articles helped me see something new as I read and re-read every contribution.
Thank you to all who participated in this round of Wine Conversations! An extra special shout out goes to Dave for starting some truly impactful conversations in the wine industry. I feel like a better somm simply for reading all your thoughts, and my wine study goals just got a little boost this month.
Can’t wait to see where the Wine Conversations take us next month!
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