For Master Sommelier Jesse Becker, who has been fascinated by wines even before it was legal for him to drink, a career in the wine industry can only be described as the perfect vocation. Jesse Becker MS chatted with Sommeliers Choice Awards about his fulfilling career in the wine industry and his advice for building business and distribution for wines.

Tell us about yourself and your current role in a little detail 

I've been involved in the hospitality sector or the wine industry in some way or another since I was 14, with my first job being as a food runner at the Country Club of Lincoln in Nebraska. With my continued interest, I moved to California and worked as a harvester in Napa Valley in my early 20s. Soon, I landed my first sommelier role at Tra Vigne in St. Helena. Like most people in the trade, I also went through these phases where I was obsessed with wines from a particular region. Through all that, I became particularly drawn to German and Austrian wines and decided to make them my focus. That is why I count myself lucky that I work with an excellent portfolio of German and Austrian wine producers at Veritable Wines & Estates. I am responsible for sales and building distribution in the United States for them, one state at a time. Very exciting! 

Also read: Looking to Elevate Your Wine Brand’s Presence in the US Market?

Image Title and Credits: Master Sommelier Jesse Becker

How did you decide to become a sommelier?

Seeing how enthralled I was by wines, someone once told me that I should always think about how I would like to be working with wines. It was great advice, as it helped me find a profession that I would enjoy doing. When I was in the Wine & Spirit Education Trust, I used to tell myself that I was going to be an importer someday. I liked that as an importer, I could work very closely with producers and their wines. But I took a detour from my importer path and started working in some excellent restaurants and discovered the Court of Master Sommeliers and the sommelier profession. I passed my Master Sommelier examination in 2008. As someone who has worked in restaurants helping chefs pair food and wine and at the business end, I am interested in both aspects, so I'm happy that my current role allows me to have my feet in both worlds

How do you recommend wine to a customer who doesn't know anything about wine to get the conversation going at a restaurant?

Typically, I ask the customer if I could suggest a wine that might perfectly complement their dish. If they agree, I pour them a little bit of the wine I chose for them so that they could get a sense of it—the aroma and the taste. I also tell them how that particular wine pairs wonderfully with the dish they are eating. I have found that 8 out of 10 times, the customer ends up loving my recommendation and asking for me to fill up their wine glass. The best part about serving someone who has no prior knowledge about wine is getting to introduce something new to them and it also helps that they have no preconceived notion about a particular wine so they are usually open to trying anything. It's a great way to make people fans of wine, food, and your restaurant. 

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What are some of the most important skills for a sommelier working in a restaurant? 

Sommeliers working in a restaurant should be professional and hospitable. That is why I say that when someone new joins the team, it is good to get them excited about the guest experience and motivate them to deliver hospitality at the highest level. Sommeliers should also have a vast knowledge of the wines served in the restaurant. It really helps to have a newly joined sommelier shadow an experienced staff member there for at least a week and have them taste different food and wine pairings. Beyond all that, it is also important for the sommelier to be aware of the business aspects by learning everything they can about the profits and margins specific to the restaurant’s beverage program. Restaurants with sommeliers that have such a versatile skill set can expect to see growth in their sales. Speaking from my experience, a well-trained professional sommelier will only make the business more money. If that's not the case, it's either the wrong person in the role or something's not right with the model. 

Also read: Top Sommeliers On How Wine Brands Can Help With Restaurant Wine Sales

Image Title and Credits: Jesse Becker MS in Steinberg

How do you learn and improve your skills as a sommelier?

Given that the wine industry is an ever-evolving one with new creations being launched every year, I understand the importance of knowing about the different grape varieties, the vintages and the region the wines came from while constantly updating my knowledge in the field. I find that traveling to different wine regions with importers, distributors or various trade groups is an excellent educational tool. Before visiting any wine region, I prefer to read about it so that I have the theoretical background required to understand the wines better when I am at the location.

Header image sourced from Jesse Becker MS' Instagram

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