Gerard Basset: how to be a top sommelier

Published: 18 October, 2012

A top-class sommelier shouldn't just be knowledgeable about wine - if they're a bad manager, mediocre salesman or clumsy waiter - then they're not up to the job.

That's according to arguably one of the greatest sommeliers in the business - Gerard Basset MW, MS - who told a packed audience at last week's Restaurant Show: "A sommelier isn't there to preach or tell the customer what to have, the first thing they're there to do is give the customer a good time."

Not having an in-depth knowledge of wine isn't a problem, Basset said, instead it's more important a sommelier is "a people person" and "smiley and friendly". "He isn't there to impose his view."

Basset added: "They must be a very good waiter first before being a sommelier to have the feel and understanding of service."

An understanding of customers' budgets is a must, along with having the skills to be a "top sales man", according to Basset.

Many wannabe sommeliers overlook their responsibility as "as a good manager", he added. "A sommelier needs to work with the chef and restaurant manager and needs to have a very good way of communicating and interacting with them."

It's also very important a sommelier can "translate the passion, emotion and knowledge of the producer" to the customer.

Basset's assertion that a sommelier "shouldn't buy what they like; they should buy for a type of consumer and the type of cooking the chef makes," was supported by restaurant consultant Peter McCombie.

Also hosting a masterclass at the show, McCombie said sommeliers must be objective when choosing a list and buy wine from regions outside their own personal preferences.

While product knowledge is important, McCombie asserted that engaging with customers and "giving them confidence" is vital. "Most customers are happy to be led and guided," McCombie said.

He added that most restaurant-goers "aren't wine geeks" and can find interaction with a sommelier a "bit frightening".

Sommeliers that offer a by the glass list can significantly increase the restaurant's turnover, according to McCombie, who said in some instances by the glass sales can make up as much as 25% of a venue's wet sales.

When it comes to writing a wine list, "avoid jargon and group wines by style categories," McCombie advised.

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