Wine stewards: future professionalism in a rapidly changing hospitality world

The hospitality industry is diverse, with restaurants forming a significant sub-sector. Within these, the sale of wine and other drinks is not only a potential source of profit, but also an integral part of the dining experience. Wine stewards, or sommeliers, play a pivotal role in elevating this experience by creating personalised connections with diners, simplifying the complexities of wine and curating memorable moments that go beyond the meal itself. Wine stewards, as professional specialists in wine service, have responsibilities that include developing wine lists, advising guests on wine selection and providing wine, spirit and other beverage service. However, rapid changes, including technology, are impacting on the unique nature of wine steward/sommelier work and their professionalism. This article explores these changes through the lens of a professionalism typology of four key traits: high-level knowledge, autonomy, collegiality and service. It examines how technological advancements, such as QR codes and digital wine lists, are simplifying wine service and potentially de-professionalising the role of wine stewards. The article also discusses the implications of changing technology for future beverage service, wine steward professionalism and hospitality management.