The Sommeliers Choice Awards 2025, a premier wine competition held annually in Chicago, is launching a groundbreaking Brand Ambassador Education Program tailored specifically for U.S. sommeliers. This initiative offers an exceptional opportunity for sommeliers, wine directors, and trade buyers to expand their understanding of diverse wine regions and categories. By appointing ambassadors, category champions, and experts across key global drinks markets, the program seeks to bring valuable insights and education directly to the U.S. wine community. Through these industry leaders' unique perspectives and networks, the program aims to enhance the ability of sommeliers to introduce and promote specific wine categories and regions to their guests, ultimately driving wine sales and elevating the dining experience. The program also provides U.S. sommeliers with critical knowledge on how to navigate the complexities of the American wine market. By bridging the gap between global producers and the U.S. wine industry, the initiative helps sommeliers connect with top-tier wineries, importers, and distributors, ensuring they stay ahead in the ever-evolving world of wine.

Here are the upcoming webinars that you should attend:

1) How Fine Portuguese Wines Can Grow In the USA

How Fine Portuguese Wines Can Grow In USA (26th Sep 2024) by Sandra Rocha: Join us for an in-depth webinar on 'How Fine Portuguese Wines Can Grow in the U.S. Drinks Market.' This session will delve into strategies for increasing the presence of Portuguese wines and exploring market trends, consumer preferences, and distribution opportunities. Whether you're a winemaker, producer, or enthusiast, you'll gain valuable insights on how to successfully position and expand the reach of Portuguese wines in the competitive U.S. market. RSVP link.

2) Boosting Tourism & Cellar Footfall for Napa & Sonoma Wineries

Boosting Tourism & Cellar Footfall for Napa & Sonoma Wineries (22nd Nov 2024) by Gladys Boeing: Join us for a comprehensive webinar on 'How Napa and Sonoma Wineries Can Boost Tourism and Increase Cellar Footfall.' We’ll explore actionable strategies to enhance visitor experiences, attract more tourists, and drive higher foot traffic to your cellars. Learn from industry expert Gladys Boeing about the latest trends in wine tourism, effective marketing techniques, and innovative approaches to creating unforgettable winery visits. Whether you’re looking to enhance your brand presence or increase your direct-to-consumer sales, this session offers valuable insights to help you thrive in these iconic wine regions. RSVP link.

3) How Sangiovese Wineries Can Grow In USA

How Sangiovese Wineries Can Grow In USA (25th Sep 2024) By Marc Kauffman: Join us for an insightful webinar on 'How Sangiovese Wineries Can Grow in the U.S. Drinks Market.' Discover effective strategies for increasing the visibility and appeal of Sangiovese wines in the competitive U.S. market. We’ll cover market trends, consumer preferences, and innovative approaches to marketing and distribution. Whether you’re a winery owner, importer, or distributor, this session will provide valuable insights into expanding your reach and driving growth for Sangiovese wines. Don’t miss this opportunity to learn from industry experts and enhance your market presence! RSVP link.

4) Meet Top Portugal Winemakers & Boost Wine Sales

Meet Top Portugal Winemakers & Boost Wine Sales (17th Oct 2024) by Chris Saraiva: Join us for a webinar on "Meet Leading Portugal Winemakers and How to Sell Portugal Wines." Discover strategies for boosting the visibility and appeal of Portuguese wines in the U.S. market. We’ll cover market trends, consumer preferences, and innovative approaches to marketing and distribution. Whether you're a winery owner, importer, or distributor, this session offers valuable insights to expand your reach and drive growth for Portuguese wines. RSVP link.

Sommeliers Choice Awards is an international wine competition organized by Beverage Trade Network that helps wine producers around the world grow in the on-premise channels of the USA market. 

The main objective of the competition is to benchmark wines that are great for restaurant wine lists and for by-the-glass programs. Sommeliers Choice Awards was created with a clear vision to create a wine competition that truly reflects the expertise and preferences of sommeliers, and to reward wines that are a great fit for on-premise channels and wine consumption. The wine competition has grown consistently over the last 7 years and now has become one of the most important wine competitions in the USA for wine brands that are looking to set them apart for on-premise channels.

[[relatedPurchasesItems-61]]

Why are Sommeliers Choice Awards different? 

Wines are judged in five categories: food pairability, typicity, quality, value, and packaging. Judges consider two overarching questions whilst considering these five categories: “Would we stock this?” and "Will the consumer buy the second glass?" In essence, then, the entire focus of the awards is finding wines that are a great fit for wine lists and by-the-glass programs. 

Sommeliers Choice Awards recently launched its global brand and category ambassador program which is designed to educate both consumers and trade professionals about various regions and beverage categories while promoting the grape varietal or region on a global scale. 

These representations of different regions at Sommeliers Choice Awards 2025 via Ambassadors will add great value to both the trade and consumers. Each ambassador will bring deep expertise of their respective regions and varietals, that will help trade professionals to understand and market these wines better.

For consumers, this means access to expert-guided selections that highlight the unique characteristics and stories behind different regions and varietals, enhancing their wine experience and education. By bridging the gap between regional specialties and global markets, the ambassadors will ensure that both trade and consumers are well-informed and can make more confident, discerning choices.

Learn more about the First Batch of Ambassadors and Experts for the 2025 Sommeliers Choice Awards here.

Sommeliers Choice Awards has created a reputation for bringing on-premise trade buyers wines that are a great fit for wine lists and by-the-glass programs. Sommeliers can see the winning wines and use them to curate their wine lists.

International and domestic submissions are now open. Wineries and wine brands are encouraged to submit their wines in the 2025 competition now to get early rates and benefits. Check out why enter your wines in the competition and key dates and pricing here.