A Role Worth Investing In

From building a sustainable wine programme to driving higher profit margins, a sommelier holds one of the most influential roles in a restaurant.

Words by William Rizzo.

In the modern hospitality landscape, the sommelier holds one of the most influential roles within a restaurant – second only to the chef. In many cases, the wine program, led by a skilled sommelier, generates higher profit margins than any other department, including the kitchen.

Yet, the true value of a sommelier goes far beyond numbers. Their expertise enhances the guest experience, supports the business’ profitability, and adds professional depth to the entire team.

Whether acting solely as a sommelier or also fulfilling the responsibilities of a beverage buyer, the professional overseeing the wine program must be both guest-facing and strategically involved behind the scenes.

More than a wine list

Much like a celebrated chef draws patrons to a restaurant, an experienced sommelier can become a key reason guests choose one establishment over another. A dynamic wine list – one that is thoughtful, relevant, and tailored to the cuisine and overall concept – becomes part of the venue’s identity.

Whether offering 20 or 200 labels, a strong wine list should be curated around two key pillars: familiarity and discovery. Guests should find comfort in recognised classics, yet also have opportunities to explore new regions, styles, or grape varieties. Pricing is equally important; selections should align with the outlet’s broader pricing strategy, offering value at all levels. Done right, the list can guide both novice and seasoned wine lovers through a memorable journey.

Driving revenue with skill and knowledge

From the floor, sommeliers add immense commercial value. Their presence can drive up beverage sales simply by engaging with guests, guiding them to premium options or recommending slower-moving stock. Wine, with its favourable margin and long shelf life, is one of the most profitable items on the menu. A single bottle can yield returns far higher than a complex dish prepared in the kitchen.

More importantly, sommeliers do more than sell – they educate and lead. By offering pairings, flights, or storytelling behind each label, they elevate the experience and encourage repeat visits. The sommelier also plays a pivotal role in staff training, helping the team better understand the wine list, improve service standards, and become more confident in upselling.

Back-of-house: precision, pricing and procurement Behind the scenes, sommeliers acting as beverage buyers are tasked with managing stock, pricing, and relationships with suppliers. Mistakes on invoices – such as incorrect vintages or mislabelled wines – are common. It takes experience and knowledge to identify subtle invoicing errors that could cost the outlet dearly.

Maintaining an accurate wine list is vital. Spelling errors, mismatched vintages, or pricing mistakes can erode customer trust and eat into margins. For fine and rare wines, market prices shift regularly, and the list should reflect those changes to maximise profitability while remaining competitive.

Building sustainable wine programs

A well-run beverage program is not about collecting prestigious labels or showcasing hard-to-find vintages. Sustainability is key – financially and operationally. Strong supplier relationships go a long way in securing fair pricing, and opportunities to purchase wines of limited availability. Investing in top vintages at release price ensures long-term value for the cellar, but this must be balanced with a solid selection of ready-to-drink options.

Wine events – from intimate tastings to themed dinners – help bring the program to life. These experiences create a culture of wine around the venue and can also be strategic tools to clear slower-moving stock. Collaborating with local importers, wineries, and wine clubs can increase visibility and attract a new clientele.

A role worth investing in

Ultimately, a skilled sommelier brings immense value to both the customer and the business. Their knowledge and passion translate into better experiences for guests, a more profitable beverage program, and a culture of excellence within the team. Just as a chef carefully curates a menu to reflect the soul of the kitchen, a sommelier curates a wine list that tells the story of the venue through every glass poured.

In Malta’s growing and increasingly sophisticated HORECA industry, investing in sommeliers isn’t a luxury - it’s a smart business decision.