As a mortgage-paying parent, I don’t tend to dine at restaurants that employ sommeliers, so I can’t speak from personal experience about this “golden age”, but in the NY Eater, Levi Dalton says it’s coming to an end:
Prosecco sales are soaring in the United States. Rosé has been on fire as well. One aspect that these categories often share is that consumers don’t feel that they need a recommendation when making a choice among them. Consumers are comfortable purchasing these wines on their own. This is especially true of first-time wine buyers. Nielsen recently noted that, in the States, one third of Prosecco’s massive growth has come from buyers that never bought sparkling wine before. Prosecco is an entry point for consumers who are new to wine. What’s worth noting about that is that Prosecco is not a sommelier-driven category. Sommeliers typically shun Prosecco, and there are New York City wine directors that have gone on record as refusing to offer a Prosecco. What’s important about this is that although we think of sommeliers as introducing people to wine, it seems that consumers are choosing to find their own way into wine and that they are gravitating towards categories where a sommelier’s advice isn’t needed. In the same way that some movies are “critic proof,” obtaining large ticket sales even if the reviews for them are lukewarm, some wines have become “sommelier proof.”
[…]
A blow to consumer confidence in sommeliers has come from sommeliers themselves. It is now common — and not only common, but expected — that sommeliers will shill for their friends and their friends’ wines when speaking to the press. The excitement that sommeliers repeatedly express for wines in the press is wholly at odds with their level of excitement for those same wines in private, but this no longer applies to just one or two people who are fluent in media training — this is pretty much the industry at this point. Over and over again sommeliers publicly go on record endorsing wines that have little going for them on their own merits in the market except for some sort of personal tie with the sommelier.
This is at odds with what brought sommeliers to such prominence in the first place — which is that sommeliers introduced consumers to new wines that offered superb value in the face of a wine writing establishment that often continued to predictably endorse their own favorites even as prices for those wines skyrocketed and left most consumers behind. Sommeliers stayed with consumers and offered them great wines in their price range when critics didn’t. In place of that, a certain cynicism has set in with sommeliers in that they don’t seem to think readers will be able to tell the difference between a good recommendation and a personally motivated one. This has already been toxic to the reputation of sommeliers in general and will only continue to be more damaging unless the sommeliers themselves change their tune.
H/T to Brendan for the link.
