In this episode of A Sommelier’s Insight we continue a series titled the Road to Lisbon with Paolo Basso, ASI Best Sommelier of the World 2013.After 18 years of competition, winning the title brought Paolo both joy and a sense of liberation. It also marked the beginning of a new chapterm and a broader perspective on what the profession needs to become.In this episode, The Evolving Role of the Sommelier, we explore why knowledge alone is no longer enough. Paolo challenges sommeliers to think critically, look beyond persuasive wine stories and become as skilled at selling wine as they are at selecting it. We discuss understanding guests, building loyalty and demonstrating the value of a sommelier everywhere from a neighbourhood wine bar to a fine-dining restaurant.He also shares his thoughts on making wine less intimidating, connecting with younger consumers and approaching competition as preparation for a stronger career. Here’s my conversation with Paolo Basso.

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