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Thousands of bars and restaurants had to close due to the COVID-19 pandemic restrictions with a minimal chance to reopen later that entailed hundreds of thousands of people losing their jobs. Sommeliers, being deemed luxury positions among hospitality professionals, were the first to go and, for the same reason, remain the last ones to rehire.
The lockdown situation has actually provoked the boom of alcohol sales, but it is great news only for established supply chains like retail sales channels. Smaller wineries and local wine shops continue to be in a constant struggle to stay afloat. Thus, COVID-19 has a direct impact on the wine industry in general, and people’s employment status within it in particular.
As a rule, many somms have explored different ways of creating income in addition to their full-time positions at restaurants. Most often, it is private consulting for businesses and individuals alike. Still, some of them were forced by their financial state to be back at work as bartenders, risking their health as the pandemic is continuing. Nevertheless, an ability to switch to working online turned out to be applicable in the wine industry too, so let’s find out more about that!
Online Consulting
Fortunately, being a wine consultant opens up many different opportunities even when sommeliers are stuck at home – like continuing to give private lessons, but now on Zoom. They are also still in demand, helping arrange wine events as the industry itself, too, adjusts to the current conditions. For example, wine auctions have moved to an online form that allows businesses to save some active roles for wine directors. Also, it provides broadcasting events around the world, not being limited to New York or Los Angeles only.
The beverage director’s consulting also includes preparing wine lists for restaurants (that, for example, switched to deliveries) and private use (that has been in demand during isolation), professional wine presentations, selecting wines under strict price lists, consulting menu compositing, and so on.
Educational Seminars
For many somms, it started with Instagram live videos in isolation. It then developed into something bigger, like their own online courses (that gained huge popularity during the first wave lockdown) or educational seminars.
Most of them have a form of an online group lecture and presentation that consist of wine’s sensory analysis, explanation of its notable qualities, such as origin, information about the winemakers and technology, occasions to use, and, of course, food pairings.
Creating their own authored educational programs and promoting themselves on social media platforms allows sommeliers to continue performing their job now. Besides, it is an excellent opportunity to develop their personal brand, get some affiliate programs that will cover sample expenses, and acquire new clients once it’s all over.
Virtual Tastings
Those of you who have ever been to a wine workshop knows that the best part of it is wine tastings. But is it possible to re-create such an experience at home? Indeed!
The best solution here is creating special tasting kits that can be delivered at the door. It is like a mini wine bar consisting of several tiny bottles of wine and a brochure with all the necessary information and food recommendations. But somms do not just leave customers with a manual! The remaining parts of the workshop are going online as Zoom meetings or live videos on other platforms.
A sommelier must have a proper license to be able to send out kits to customers. Still, there are special services and online platforms that give them that opportunity alongside all the necessary tools to conduct tastings through such services for those who do not have one.
Some sommeliers and restaurants went further and offered to deliver a comprehensive “dinner and wine tasting” set for an in-home experience. These include several different courses, selection of wine, and presentation. That makes it a perfect choice for both a date night for two and a bigger dinner with friends. Thus, smaller restaurants and wineries can improve their wine sales after switching to takeaways only and give their wine director a job.
Conclusion
The wine world has been negatively affected by the pandemic, and, as a result, many hospitality workers lost their jobs without knowing when they will be able to return to work. Such conditions always require producers and sommeliers to adjust, be creative, find new interaction ways with guests and clients.
These are trying times for any business, with lots of restrictions and losses, but it was also the perfect time to re-evaluate their abilities and skills and be inventive! Running a business online is the new normal.
Thus, somms were forced to seek new ways of sharing their knowledge, being helpful, and stay in demand. It created lots of opportunities for them to develop their personal brands from a new perspective, look for exciting partnerships, bring the work to an entirely new level, so here’s to much more!
Featured Image Credit: Pixabay