The Sommelier as Brand Is Taking Off Because People Are More Approachable Than Chateaux

Recent scandals notwithstanding, there are more aspiring sommeliers today than ever before. Enrollment in the Court of Master Sommeliers is up “125 percent year over year,” according to Shayn Bjornholm, examination director in the Americas.

These newly minted wine professionals are exploring careers that don’t necessarily involve tableside service or wearing a suit. Instead they are creating wine clubs, making their own wines, launching retail operations, and, in one instance, merging...

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