With over two decades of experience in the beverage industry, Jared Sowinski has built an impressive career spanning mixology, wine curation, and program development. As the Director of Beverage for Upward Projects, he oversees beverage programming for four distinct restaurant concepts, including the nationally expanding Postino Wine Café. A certified sommelier and award-winning mixologist, he has deep expertise in crafting dynamic wine and cocktail offerings while balancing innovation with operational scalability. In this interview with the Sommelier Business, Sowinski shares insights on managing a multi-state beverage program, emerging trends, and the role of data in decision-making.

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When it comes to scaling a beverage program across multiple locations, how do you ensure consistency in beverage selection, service standards, and guest experience across different markets?

Scaling a beverage program across multiple locations requires a multi-layered approach. Ensuring consistency in beverage selection starts with strong relationships with suppliers and distributors. Their support is crucial in maintaining product availability across all locations, ensuring that the selections we want to showcase remain accessible. When it comes to service standards and guest experience, the foundation lies in having dedicated leaders at each location. Their passion and commitment play the most significant role in delivering exceptional service and a consistently outstanding guest experience. Beyond leadership, standardization and thorough documentation are key. Every detail that impacts service quality and guest satisfaction must be clearly defined and reinforced through training. Finally, regular audits and on-site visits are essential. Conducting consistent evaluations across locations allows us to observe, coach, and fine-tune operations, ensuring that our high standards are met across every market.

Also read: Grow Your Restaurant Wine Sales with Jeremy Shanker, MS, Corporate Wine Director at MINA Group

What are the biggest challenges of scaling a wine and beverage program nationally, and how do you overcome them? 

One of the biggest challenges in scaling a wine and beverage program nationally is maintaining consistency in product availability while navigating the complexities of liquor laws and regulations in each market. Many of our restaurants feature proprietary wines crafted exclusively for us, and ensuring their availability across all locations can be a logistical hurdle. To address this, we prioritize early planning and foster strong relationships with our suppliers, which are key to successfully managing these challenges and maintaining a seamless experience for our guests.

Have you encountered a situation where a wine or cocktail worked exceptionally well in one market but failed in another? What did you learn from that experience?

Absolutely! Regional consumption trends can vary significantly, and they often become fully apparent only once you're operating in a market. While supplier and distributor sales data provide useful insights when entering a new market or launching a new selection, we've encountered unexpected consumer preferences that go beyond the available data. Rather than seeing this as a setback, we view it as an opportunity to better understand our guests and refine our approach. These insights are invaluable for shaping future beverage programs and ensuring they resonate with each market’s unique preferences.

Image: Jared Sowinski, Director of Beverage at Upward Projects

How do you manage supplier partnerships at scale? Do you negotiate national contracts, or do you allow flexibility for local procurement?

For most of our wine and spirits selections, we establish national programming in collaboration with our supplier partners to ensure consistency across all locations. However, when it comes to our beer program, we take a more flexible approach. While we maintain a partially national selection, we also prioritize incorporating local offerings that reflect the unique character of each market. This balance allows us to maintain a cohesive beverage program while also celebrating regional craft and preferences.

What trends have you seen emerge across your restaurant group in terms of wine, spirits, and cocktail preferences?

We've seen several notable trends emerge across our restaurant group. One of the biggest shifts has been the growing demand for “no and low proof” beverages, which has become significantly more pronounced in 2024 compared to 2023. The espresso martini craze continues to dominate, with consumer demand showing no signs of slowing down. Additionally, there’s been a rising interest in orange wines, with more average wine drinkers becoming curious about this category and exploring its unique characteristics.

Also read: Grow Your Restaurant Wine Sales With Karla Poeschel, Head Sommelier at LPM at The Cosmopolitan

How is Upward Projects incorporating sustainability into its beverage program? Have you experimented with alternative packaging (cans, kegs, or eco-friendly bottles) or sustainable wine lists?

Sustainability is an important focus for our beverage program at Upward Projects. Whenever possible, we partner with producers who prioritize sustainable and environmentally conscious farming practices. One of the ways we reduce waste is by producing the majority of our proprietary wines without foil capsules, a small but impactful step toward minimizing our environmental footprint. Additionally, we continuously explore alternative packaging options, such as cans, kegs, and eco-friendly bottles, to identify new ways we can enhance sustainability across our beverage program.

What’s one piece of advice you would give to sommeliers looking to transition into a beverage director role overseeing multiple venues? 

Take the time to truly understand your guests and their preferences before making large-scale decisions or changes. What has worked in the past may not necessarily translate to a new concept or audience. A successful beverage director adapts to the unique dynamics of each venue, ensuring that selections align with both the brand’s vision and the guests' expectations. Observing, listening, and learning from each market will set the foundation for a strong and well-received beverage program.

How do you see AI, technology, or data analytics playing a role in beverage selection and management at scale?

Data analytics already play a significant role in the beverage industry, providing valuable insights that help shape and refine beverage programs. While data shouldn't dictate every decision, it serves as a powerful tool for identifying trends, optimizing selections, and guiding the evolution of a program. AI is also becoming increasingly beneficial, from predictive analytics that anticipate consumer preferences to inventory management systems that streamline operations. As technology continues to advance, its role in beverage selection and management will only grow, offering new ways to enhance efficiency, guest satisfaction, and overall program success.

Header image sourced from Jared Sowinski

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