The Secret to Breaking Into the UK Wine Scene: Sommeliers and the IWSC

To succeed in the UK drinks market, you need more than a great wine - you need the right advocates. Sommeliers are the gatekeepers who influence what consumers buy, and their recommendations can make or break a brand. The IWSC has spent decades building strong relationships with this influential community, helping producers like you get noticed - and poured - in the right places.

Why Sommeliers Matter

Sommeliers occupy a uniquely influential position in the complex ecosystem of the global wine industry. They're the vital connective tissue between producers and consumers, translating terroir into temptation with their selective words and know-how. Perhaps you’ve even experienced a sommelier’s expertise first-hand, effortlessly guiding you towards a bottle that suits your meal to a T. Put simply: if you want to sell wine in the UK, you need to build relationships with sommeliers.

The IWSC has always recognised how important these connections are. That’s why, beyond our competition, we help wine producers like you connect with the sommelier community, shown through our support of events like the UK Sommelier of the Year.

The Power of the Pour

What does it take to reach the upper echelons of wine service? Speaking with recent UK Sommelier of the Year champions reveals consistent themes that echo the IWSC's values of rigour and expertise.

"Being judged by your peers is both terrifying and validating," explains Philipp Reinstaller, the competition's 2024 champion and head sommelier at Mauro Colagreco at Raffles London. "These competitions create a ripple effect throughout the industry that ultimately benefits everyone, from producers to consumers."

This sentiment is shared by Vincent Gasnier MS, the 1997 champion who went on to become a wine consultant to the Soho House group. "You need to treat it like training for a marathon," he explains of his competition preparation. Six months after winning, Gasnier became the youngest Master Sommelier in the world at that time. "You can overcome a lot of hurdles with the right mentor."

Indeed, mentorship emerges as one of the most critical factors in sommelier success. Claire Thevenot MS, who became the first French female Master Sommelier after winning in 2006, credits legendary wine figure Gérard Basset for her achievements. "If he saw potential in you, he was very generous with his time, but you were always the driving force," she recalls, reflecting on Basset’s great mentorship.

From Word of Mouth to Glass

Agnieszka Swiecka, the 2023 champion and Head of Wine at Mount St. Restaurant and The Audley, reflects on her victory: "The best aspect of winning (the IWSC UK Sommelier of the Year) was getting to know so many talented sommeliers from the UK and worldwide. It's a wonderful community, and it's great to have a wider circle of people to train with and exchange ideas with."

This culture of knowledge-sharing creates a powerful ecosystem. When a sommelier champions a particular wine, it carries weight with consumers, buyers, importers and other industry gatekeepers.

For producers entering the IWSC, this connection offers something perhaps even more valuable than medals - it provides access to professionals who can become genuine advocates for their products in key establishments across the UK and beyond.

Shared Values

At the IWSC, entries are judged by expert panels through a fair, democratic process - the same care and high standards that top sommeliers bring to their work.

Vincenzo Arnese, IWSC judge and Director of Wine at Raffles at The OWO, says that "being approachable and staying humble is important, wherever you are in your career." This is just as important for producers navigating the complex UK drinks market.

As Reinstaller put it: "You have to be able to read the customer and give them what they want, which comes with experience. It's important to gauge when it's the right moment to share knowledge and when to leave a customer alone and just let them enjoy the wine." This customer-first mindset aligns perfectly with the IWSC's philosophy. Like the best sommeliers, we don’t just look for technical perfection - our judges recognise wines that will connect with real people and create lasting memories.

An Insight Into Tomorrow’s Trends

Sommeliers have a unique view into emerging regions and styles. Their constant exposure to new wines gives them early insight into tomorrow's trends.

Thevenot tips the Loire Valley as "the next big region in France," and praises Roussillon as "a bit of a Pandora's box," with exciting new wineries producing fresh, vibrant whites. Swiecka highlights Switzerland’s Bündner Herrschaft in Graubünden, where she says, "you can find Pinot Noir and Chardonnay to rival top Burgundy producers." Meanwhile, Gasnier points to the Southern Rhône’s underrated whites, calling wines from places like Vacqueyras and Costières de Nîmes "amazing value for money."

For producers, these insights offer valuable clues on how to position wines in the UK market. If you know a sommelier is passionate about a region or style that matches what you make, it’s a great opportunity to connect with them and get your wine in front of the right people.

Nurturing Future Talent

The IWSC has long been committed to developing emerging talent within the sommelier community, recognising that today's novices are tomorrow's tastemakers. "I'd really like to get more involved in training the younger generation and transferring my skills," says IWSC judge Thevenot. "Having knowledge is one thing, but sharing it is even more important." The IWSC shares this belief. Every year, leftover bottles from the competition are auctioned to fund sommelier training, professional certifications, and educational travel. By helping to launch the next generation of sommeliers, the IWSC builds strong connections with the people who will soon be recommending and selling wines around the world - and they could be recommending your wines.

It also creates a virtuous circle. Many of the sommeliers who benefit from these opportunities return to the IWSC as judges or ambassadors, bringing fresh perspectives while helping to uphold the high standards that define the competition. Their influence keeps the competition - and the market - open to new producers, regions and styles.

Since 1969, the IWSC has set the global benchmark for excellence in wine, spirits, and other drinks. But beyond medals, our greatest strength is the community we build - linking producers with the professionals who can champion their wines to the world.

As Reinstaller wisely puts it: "People are more important than places when you're first starting out." Join the IWSC community and connect your wines with the people who can put them on the right tables