In recent years, Portuguese wines have seen a remarkable rise in popularity across the United States, thanks in part to dedicated advocates like Sandra Gomes Rocha. As the founder and CEO of Diniz Cellars, a Los Angeles-based wine import and distribution company specializing in fine Portuguese wines, Sandra has been a driving force in bringing Portugal's unique flavors and heritage to American wine lovers. As the new Regional and Category Ambassador for Portugal at the Sommeliers Choice Awards 2025, Sandra will play an even more influential role in elevating Portuguese wines on the international stage. With her passion for Portuguese wine culture and a strong commitment to authenticity, Sandra is not only promoting her homeland’s wines but also creating exciting opportunities for Portuguese wineries entering the U.S. market.

Sandra’s journey into the wine world is deeply rooted in her family’s entrepreneurial spirit. Raised by parents who owned businesses in the U.S. and Portugal, Sandra was instilled with a strong sense of independence and hard work. She recalls her father’s dedication to building businesses from the ground up and her mother’s efforts to keep their lives running smoothly. Inspired by their perseverance, Sandra set out to create her own path in the world of wine.

Sandra Gomez enjoying the best of Porto with her mom and dad.

After completing her MBA and working in marketing and communications with top Hollywood studios and talent agencies, Sandra launched Diniz Cellars in 2017, recognizing a lack of Portuguese wine representation on the West Coast. “Wine Spectator called Portugal the next frontier in the wine world in 2015,” Sandra explains. “I was excited at the prospect of having a little bit of my culture represented in the U.S. outside of the small communities on the East Coast where I grew up.” Seeing an opportunity, she founded Diniz Cellars and brought her first mixed pallet of Portuguese red and white wines to California in 2018.

Since its inception, Diniz Cellars has carved a niche for itself by focusing on wines that capture the authenticity of Portugal’s diverse wine regions. Sandra’s commitment to quality and sustainability is evident in her portfolio, which includes certified organic, vegan, and sustainably produced wines. Her selections showcase Portugal’s rich winemaking heritage, with wines produced under the Integrated Production Management System that avoids harsh pesticides and chemicals. Sandra’s vision for Diniz Cellars is to represent a new generation of Portuguese winemakers who celebrate regional authenticity while prioritizing sustainable practices.

Sandra Gomez on wine news promoting wine, food, and culture 

With more Southern Californians traveling to Portugal and discovering the country’s unique flavors, Sandra recognized an emerging demand for Portuguese wines in the region. “Diniz Cellars is working to change the landscape by bringing these authentic wines to stores where people can find them,” she says. Today, Diniz Cellars has established itself as a premier Portuguese wine importer on the West Coast, providing U.S. consumers with access to wines that embody the spirit and diversity of Portugal.

Sandra Gomes as Regional and Category Ambassador for Sommeliers Choice Awards 

As the Regional and Category Ambassador for Portugal for the Sommeliers Choice Awards 2025, Sandra Gomes Rocha will have a vital role in promoting Portuguese wines within the U.S. on-premise market. Organized by the Beverage Trade Network, the Sommeliers Choice Awards is a prestigious competition designed to highlight wines that are exceptional for restaurant wine lists and by-the-glass programs. Wines are evaluated based on five key criteria—food pairability, typicity, quality, value, and packaging—with the ultimate goal of finding wines that appeal to both sommeliers and consumers.

In her ambassador role, Sandra will also judge entries from Portuguese wineries, bringing her deep knowledge of Portuguese wines to the table. She will also provide exclusive feedback and support to participating wineries, sharing her insights on how to succeed in the competitive U.S. market. Portuguese wineries that enter the competition will have the unique advantage of Sandra’s expertise, not only in terms of evaluation but also in accessing her knowledge of what resonates with U.S. consumers.

Additionally, the top winner from the Portuguese category will receive a video testimonial from Sandra, showcasing their achievement to the Sommeliers Choice Awards audience. Sandra will also lead a tasting video highlighting the top five Portuguese wines, further promoting these brands within the U.S. market. This recognition is invaluable for Portuguese wineries looking to expand their reach and establish their brands among American sommeliers, restaurant buyers, and wine enthusiasts.

Image courtesy : Brianne cohen wien & events

Sandra’s commitment to promoting Portuguese wines extends beyond her work with Diniz Cellars and the Sommeliers Choice Awards. In June 2024, she launched the first annual Portuguese Wine Week in Southern California, a celebration of Portuguese wine culture that includes wine tastings, dinners, and educational workshops. Portuguese Wine Week is designed to grow awareness of Portuguese wines among American consumers and showcase the rich diversity and heritage of Portugal’s wine regions.

The initiative has already made a significant impact, connecting Southern California’s wine community with the flavors and stories of Portugal. “Wine lovers are coming back home looking for these authentic flavors,” Sandra shares, “but often can’t find them in their favorite stores.” Portuguese Wine Week has helped fill this gap, giving consumers and trade professionals the chance to experience Portugal’s wine culture firsthand.

Opportunities for Portuguese Wineries with Sommeliers Choice Awards

With Sandra Gomes Rocha as a Regional and Category Ambassador, the Sommeliers Choice Awards 2025 offers a powerful platform for Portuguese wineries looking to establish themselves in the U.S. market. Her webinar, "How Fine Portuguese Wines Can Grow in the U.S. Drinks Market," also provided invaluable insights for wineries aiming to expand their presence and connect with on-premise buyers. Through this role, Sandra is not only advocating for Portuguese wines but also empowering producers to succeed in the U.S. market by understanding what American consumers seek in terms of quality, value, and authenticity.

Sandra’s passion, expertise, and dedication to Portuguese wine culture make her an invaluable asset to the Sommeliers Choice Awards and a beacon for Portuguese wineries in the U.S. Her influence will help bridge the gap between Portugal’s rich wine heritage and the vibrant on-premise market in the United States, paving the way for more Portuguese wines to be recognized, celebrated, and enjoyed across the country.

Judges at Sommeliers Choice Awards 2024 Chicago 

For Portuguese wineries, entering the Sommeliers Choice Awards is a unique opportunity to reach U.S. sommeliers and consumers, with expert support from Sandra Gomes Rocha. The competition offers invaluable exposure and feedback tailored to the on-premise market, helping wineries position their brands successfully within restaurant wine lists and by-the-glass programs.

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With the Early Bird deadline ending on January 31st, 2025, now is the perfect time for Portuguese producers to submit their wines, gain visibility, and benefit from Sandra’s expertise and advocacy.

For more details and to submit your entry, visit the Sommeliers Choice Awards website.

Header Image: Sandra Gomez founder of Diniz Cellars

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