Why Are Spirits Brands Bypassing Bartenders for Somms?

Adam, Joanna, and Zach discuss the curious case of spirits brands and even prestige publications turning to sommeliers in lieu of bartenders for site visits, trips, and expert commentary. Is there actually some logic in looking beyond the traditional framework of "top bartenders at top bars" when you're either looking to make inroads in the on-premise or just get some good, audience-friendly commentary? Please remember to subscribe to, rate, and review The VinePair Podcast on Apple Podcasts, Spotify, or wherever you get your episodes, and send any questions, comments, critiques, or suggestions to podcast@vinepair.com. Thanks for listening, and cheers!

Zach is reading: The Wines That Changed How America Drinks, Decade by Decade (vinepair.com/articles/wines-trends-changed-ame…)

Joanna is reading: The 12 Most Important IPAs of the 21st Century So Far (vinepair.com/articles/21st-century-most-import…)

Adam is reading: White Claw’s Parent Co. Bought Finnish Long Drink Because Flavor Is King (vinepair.com/articles/hop-take-mark-anthony-bu…)

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