Chrisrian Underwood in conversation with Thomas Sommer, one of the best sommeliers in Germany
His path led him through numerous renowned star restaurants in Europe, from Alain Ducasse in Paris to England to Schloss Lerbach, where he worked for over five years as maitré sommelier of the three-star kitchen. He certainly celebrated his greatest success at the Sommelier Trophy, where he was voted "Best Sommelier in Germany". He has also been named Sommelier of the Year four times (FAZ, Gault Millau, Chefsache, Kulinarische Auslese) and since 2013 he has been an expert at Smart Wines.
In this episode, we talk about which strategy can be used to play in the top league of sommeliers, why strategic considerations already start with the winemaker, and how to find the right sales channels in times of Corona with limited gastronomy.
Wine consumption in Germany has recently increased significantly. According to DWI data, Germany ranks fourth worldwide in consumer markets for wine and sparkling wine with 20.7 liters per inhabitant. For this reason, brand building and brand management remain among the most important tasks in the wine sector. In particular, small premium winemakers with niche products have the challenge of positioning their product portfolio on the market. In times of Corona, where the gastronomy as one of the largest distribution channels can only be used to a limited extent, pricing is also an essential strategic lever. This is exactly where Thomas comes in at Smart Wines, acting as a link between winemakers and potential partners and helping selected premium winemakers find the right positioning for their product portfolio.
He tells us in our new episode of HIKS "Summer in the City" how the wineries deal with this challenge, what development the market as a whole has undergone in recent years, and why openness to new things is so important for vintners when it comes to card design within the restaurant trade and with guests.