Jared Sowinski is a seasoned expert in wine, spirits, and mixology with extensive experience in the beverage industry. As the Director of Beverage at Upward Projects Restaurant Group, he oversees the beverage programs for four unique restaurant concepts, including the rapidly expanding Postino Wine Café, now spanning over seven states. A certified sommelier with accreditations from the Court of Master Sommeliers and WSET, Sowinski has also earned recognition from Forbes and The Tasting Panel Magazine. In 2025, he will also serve as a judge at the Sommeliers Choice Awards. In this interview with the Sommeliers Choice Awards, he shares insights on wine selection, emerging trends, and strategies for guiding guests beyond their usual choices.

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Many consumers feel stuck ordering the same few varietals. What strategies do you use to encourage guests to explore beyond these familiar choices?

Staff training is the key to encouraging guests to explore beyond their go-to varietals. Educating the team on what makes each selection unique—and how to communicate that in a simple, approachable way—is essential. This empowers staff to actively guide guests toward new choices rather than just taking orders. Beyond training, menu design also plays a crucial role. Presenting selections in an inviting, unintimidating way can help guests feel more comfortable trying something unfamiliar. Thoughtful formatting and descriptions can remove the hesitation that comes with mispronouncing a varietal or producer’s name, making the experience more enjoyable and accessible.

How do you balance offering well-known wines that drive sales while introducing guests to lesser-known regions and varieties?

Balancing well-known wines with lesser-known varieties is fundamental to our wine program. Our approach is to offer a mix of "core" varietals that guests recognize alongside more exploratory selections that introduce them to new regions and styles. This ensures that while guests can find familiar favorites, they also have the opportunity to discover something unexpected, creating a dynamic and engaging wine experience.

Also Read: Tiffany Tobey: Championing Alto Adige Wines and Shaping the Future of Fine Wine in Texas

What are some underrated wine regions or grape varieties that you think deserve more attention? 

Several wine regions and grape varieties deserve more recognition. Greece, Portugal, and Sicily are just beginning to capture consumer interest, with plenty of room for growth as more people discover their unique offerings. Australia is another region worth watching—it fell out of favor with many consumers for a while, but it's now experiencing a resurgence, reintroducing itself with exciting and diverse wines that appeal to a new generation of drinkers.

Image: Jared Sowinski, Director of Beverage at Upward Projects

Can you share a successful example of a wine you introduced to your program that surprised you with its popularity?

One of our most successful recent introductions was a collaborative project featuring Australian-grown and produced Italian red varietals. We were excited about the concept, but the overwhelming enthusiasm from our guests exceeded expectations. The wines resonated across our network, proving that consumers are eager to explore unique expressions of familiar grapes from unexpected regions. This success reinforced the importance of thoughtful curation and storytelling in introducing new wines to our program.

Have you seen an increase in demand for smaller formats (half bottles), and if so, what’s driving this trend? 

We don’t currently incorporate half bottles into our program, so I can’t speak to that trend firsthand. However, we’ve observed that guests are increasingly interested in variety and flexibility when it comes to wine selections, which could be driving demand for smaller formats in some markets.

Also Read: How Importers of German Wines Can Succeed in the U.S. Market: Insights from Jesse Becker, MS

Are alternative packaging formats—like wine on tap or canned wines—something you see playing a bigger role in restaurant programs? 

Depending on the concept, alternative packaging formats such as wine on tap or canned wines can significantly contribute to restaurant programs. While there are plenty of great options available, the key is ensuring they align with the restaurant’s overall vibe and guest experience rather than feeling out of place. When thoughtfully integrated, these formats can offer convenience, quality, and sustainability benefits, but they need to be a natural fit for the setting. Everything has its proper place and time!

Header image sourced from Jared Sowinski

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