Few people understand Champagne as intimately as Paul Baldi. Born and raised in the heart of the Champagne region in France, Paul grew up surrounded by vineyards, developing a deep appreciation for the sparkling wine that has become his lifelong passion. Currently working at a 3-Michelin-star restaurant in San Francisco, Paul blends his love for storytelling and wine education to bring Champagne to the forefront of dining experiences. As the Regional and Brand Ambassador for Champagne at the Sommeliers Choice Awards, he’s on a mission to help sommeliers showcase Champagne’s versatility, drive sales, and create memorable guest experiences. In this interview, Paul shares actionable tips to inspire sommeliers to elevate their Champagne offerings and boost their bottom line.

Edited excerpts from the interview.

What are your top tips for sommeliers looking to sell more Champagne?

One of the most important things is to know your product inside and out. Champagne is a complex and fascinating wine category, and being knowledgeable allows you to confidently recommend it to guests. Focus on offering Champagnes that you personally love—you’ll find that your enthusiasm for these wines becomes contagious. Guests are much more likely to order a glass or bottle when you’re genuinely passionate about what you’re recommending.

Another tip is to frame Champagne as more than just a celebration drink. Highlight its versatility as a food pairing wine and introduce it as an everyday luxury that can enhance any dining experience.

How can sommeliers encourage guests to start their meal with a glass of Champagne?

Champagne is one of the most versatile wines when it comes to food pairing. No matter what’s on the menu, chances are that Champagne will complement it beautifully. The refreshing bubbles, acidity, and minerality awaken the palate, making it the perfect aperitif.

For example, when a table sits down, you can suggest starting with a glass of Champagne as a way to enhance their dining experience. Use language that highlights its elegance and practicality: “Why not begin with a glass of Champagne? It’s a wonderful way to kick off the meal and pairs effortlessly with our starters.”

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What Champagne brands should sommeliers offer to cater to different budgets and preferences?

A well-rounded Champagne list should have something for everyone. For premium options, you can’t go wrong with bottles like Bollinger La Grande Année or Louis Roederer’s Cristal. These are classics that guests associate with luxury and quality.

However, it’s equally important to include grower Champagnes for variety and storytelling. Grower Champagnes, such as those from Vouette et Sorbée, Pierre Gerbais, or Lelarge Pugeot, showcase unique terroirs and styles. You’ll also want a mix of Champagne styles—Blanc de Blancs, Blanc de Noirs, and Rosé de Saignée—to cater to diverse palates.

Are there any simple tricks, like menu placement or table settings, to encourage more Champagne orders?

Yes, absolutely. Presentation is key when it comes to encouraging Champagne sales. A Champagne cart is one of the simplest yet most effective tools. When guests see a beautifully curated selection of bottles up close, it adds an interactive and luxurious element to their dining experience.

Additionally, positioning Champagne at the beginning of your wine list with enticing descriptions can pique interest. Use words that evoke emotion, like “elegant,” “celebratory,” or “crafted to perfection.”

How can sommeliers collaborate with chefs to create pairings that highlight Champagne’s versatility and drive sales?

Champagne isn’t just for shellfish or caviar—it can pair wonderfully with a wide variety of dishes, even unexpected ones. For example, I’ve seen Champagne shine alongside dishes like duck breast or even steak. During my time at Les Crayères, a two-Michelin-star restaurant in Reims, our wine director created an entire Champagne pairing menu. It was an incredible success and proved just how versatile Champagne can be.

Collaboration between sommeliers and chefs is key. Taste dishes together, experiment with pairings, and create a dedicated Champagne-pairing menu or tasting event to showcase these combinations.

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What advice would you give sommeliers who want to use competition results to enhance their Champagne program?

Competitions like the Sommeliers Choice Awards are a goldmine for sommeliers. If a Champagne has won an award, it already has credibility. Use this to your advantage by featuring award-winning selections on your menu and highlighting them as “recommended” or “sommelier’s choice.”

This not only instills confidence in your guests but also provides an easy talking point for your team. It’s a way to start a conversation about why the Champagne is special and worth trying.

How can sommeliers approach educating their team on award-winning Champagnes and their unique characteristics?

Tasting is the best way to learn. Organize regular staff tastings to familiarize your team with the differences in style, production, and characteristics of the Champagnes you offer. Explain what makes each bottle special—whether it’s the vineyard, the winemaking techniques, or the story behind the producer.

A well-informed team is essential to boosting Champagne sales. When servers and sommeliers can confidently answer questions and make recommendations, guests are more likely to take their advice.

Final Thoughts 

For Paul Baldi, boosting Champagne sales in restaurants comes down to a combination of passion, knowledge, and creativity. By curating a diverse selection of Champagnes, collaborating with chefs to explore unexpected pairings, and using tools like award recognition and Champagne carts, sommeliers can transform the way guests experience Champagne. As Paul reminds us, Champagne isn’t just a celebratory drink—it’s a category with endless possibilities waiting to be explored.

Header image sourced from Paul Baldi.

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