ITC Hotels wine training – Season 2

In this brief post, I continue from where I left in a similar story in 2011. As a sequel to a key initiative put in place last year, which was widely covered in the Indian wine media, a large number of key F&B resources from across the ITC Hotels chain went through a structured and customized wine training this year too. Armed with their newfound knowledge and skills, this Sommelier cadre is driving a resurgent wine program throughout the chain.

Since joining ITC Hotels last year, it has been my consistent endeavour to lay special impetus on effective wine training, for it is the most vital ingredient in making a wine program successful. Based on this conviction, a long-term plan has been devised to invest in top-notch wine training programs throughout the group in Luxury Collection hotels. Although the returns on this investment have already started to trickle in, it is expected that in the near and distant future this endeavour will go a long way in creating a benchmark wine culture in the Indian hospitality industry.

This year, a total of 150 F&B service staff at all levels went through a systematic and level-by-level selection and training, culminating in the ‘ITC Hotels Level 3 in Wines’. 25 young professionals were awarded this certification and are now proudly leading various wine initiatives in their respective hotels and F&B outlets. They join the core group of 18 Sommeliers certified in 2011.

Every level of the ITC Hotels wine training has been carefully designed to match-up to world standards as well as to cater to the needs of the Indian hospitality scenario, especially those which dictate the business dynamics of ITC Hotels. Whilst the Level 1 was aimed at building the foundation and Level 2 as the stepping stone to acquire advanced professional skills, the Level 3 has been the most potent in achieving high skill levels and in turn larger business goals. This expansive and all-encompassing wine training not only aims to impart theoretical knowledge about a wide range of topics related to the world of wine but also, and most importantly, create the very best F&B sales workforce in India.

Lastly, it gives me great satisfaction and sense of achievement in claiming that so far in the country, this wine training exercise has been the most detailed and comprehensive within a single hotel chain (both in terms of numbers trained and level and content of training). This claim is based on the information I have gathered from my contacts in other hotel chains, speaking to industry experts and information available in the media.

Here is a slideshow from this year’s trainings:

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The great Indian obsession with the ‘Sommelier’

SommelierI often wonder why we Indians, especially in the media, hospitality and wine industry, are so obsessed with the word Sommelier. Whether it is a wine related analysis in a national newspaper, an article in a lifestyle magazine or myriad of profiles on social media and professional network websites, it seems to be omnipresent. Not that there is anything wrong with this obsession but the way it is frequently used is the contentious part.

With a few genuine exceptions, it is an inappropriately overused term which often overlooks the specialist nature of a Sommelier’s role in the contemporary wine and hospitality business. Why is this so?  Is it because it comes across as a ‘posh’ (as one of my friends recently suggested), in-vogue and highly saleable jargon or simply because its blatant and rampant use as a tool for self-branding has struck a positive note with the masses and media in large? In my view it is a mix of all these plus an easy way of influencing a young and nascent wine culture. The fact that it is a French word makes it more chic, probably!

Mind you, when used correctly and thoughtfully, the usage of the word Sommelier should only be reserved for wine professionals with requisite credentials and/or training. It shouldn’t be an honorary title but a professional designation. Also, one has to earn a Sommelier’s position, not just claim to be one. I have come across many instances where the concept of a Sommelier is awfully misrepresented – whether it is to describe anyone who conducts wine sampling sessions to even untrained F&B professionals in five-star hotels who pour wine on the table. Whilst they may not be able to perform any other tasks expected of a professional Sommelier, a capable Sommelier on the other hand will be able to carry out both the tasks effortlessly, in addition to all other specialized roles he/she is trained to do.

I have also recently come across another media speak used for describing Sommeliers, and once again it is not representative of a Sommelier’s complete profile.  I am referring to the term ‘Wine Taster’. Whilst tasting a wine to deduce information about it is just a part of  a Sommelier’s overall repertoire, it is amateurish (and misleading, to some extent) to use the term to portray professional Sommeliers.

So, who is a Sommelier?

Court of Master Sommeliers

First of all, a formal training is a must which can be acquired from professional Sommelier organisations like the  Court of Master Sommeliers. This is a vital differentiator which separates the wheat from the chaff. Engage in a serious wine talk with the wine guy during your next dinner out and you will know what I mean. A genuine Sommelier will be authoritative, confident and most importantly will be highly knowledgeable (but modest) about the world of wine and beverages.

Those who do not have a formal qualification can also be in the league of professional Sommeliers provided they have undergone an extensive training and mentorship program under a duly certified and experienced Sommelier,  and are directly responsible  for influencing the wine program of their hotel/restaurant.

Apart from the mandatory training and qualification, a professional Sommelier should also be able to skillfully perform the following:

  • Offer expert wine advice and service to customers in a fine-dining environment
  • Pair wine and food thoughtfully and ensuring perfect harmony between the two
  • Conduct effective wine sampling and training sessions
  • Create effective wine lists
  • Conduct profitable wine promotions
  • Be at ease with inventory management, wine storage requirements and cellaring techniques
  • Be efficient in costing, forecasting and ordering and other beverage control specifications
  • Be abreast with the latest trends in the wine industry, especially vintage conditions in different parts of the wine world
  • Be adequately informed about other beverages and cigars (if it is a part of the establishment’s offerings)

I am often referred to as a Sommelier and as much as I like to be called one, I have to be honest in admitting that there are occasions when I feel more comfortable to be known simply as a wine professional. This at least ensures that I do not fall into the category of media created and self-proclaimed Sommeliers.

Cheers,

Niladri