Sutton McElroy, with over 12 years in the Food and Beverage industry and a dedicated focus on wine for 8 years, recently moved from Napa, California, to Chicago. His career journey has led him from Bartender and Bar Manager to Head of Staff Education and Sommelier roles. Sutton's mission is to demystify wine, emphasizing skills like active listening and creating an inviting atmosphere. He stays updated through continuous self-education and relishes sharing wine's rich narratives. Sutton excels in elevating the guest experience, challenging preconceptions, and championing diversity, making wine accessible and enjoyable for all.

Tell us about yourself.

I recently moved to Chicago from Napa, California. Originally from Reno, Nevada, I have spent 12+ years in Food and Beverage, with a specific focus on wine for the past 8 or so years. My roles over the years have included Bartender, Bar Manager, Head of Staff Education, and Sommelier.

Questions you would ask a customer who doesn't know anything about wine?

What is your favorite food? How do you take your coffee? Do you prefer sweet, savory, or umami flavors? Are you willing to try something new?

What are some of the most important skills for a sommelier?

I think some of the most important skills of a Sommelier are to be a good listener, and to make people feel welcome. Being approachable and able to answer questions without gatekeeping the world of wine is a must.

What methods do you use to grow wine sales - top line? Please explain with examples.

Educate staff about the products they're selling, hold incentivized contests among staff, or challenge staff to focus on one specific area or producer for a week.

How do you self-learn and improve your skills?

I constantly review flashcards, and past educational information I have created, or stay up to date on current publications.

What's the best part of your job?

The best part of my job is sharing the stories and heritage of the wine industry, whether it be from near or far. Empowering people to learn about wine without feeling like it's inaccessible to them is very rewarding.

How do you elevate the guest experience?

Elevating the guest experience can come in many forms. It can be something as simple as talking through questions that a guest may have, or even providing a small sample of a selection that is offered by the glass before the guest commits to something. I love to share a story about the producer, or the area to tie in the expression or the terroir as well. Circling back, thanking the guests, and remembering their names always seals the special experience as well.

Image source: Sutton McElroy / Pexels

An unforgettable wine experience for you - tell us the whole story!

I took a trip through many of the wine regions in France by myself in 2019. It was amazing to see and walk through many of the areas I had been selling wine from for many years. I spent a lot of time on bicycles and trains, it was such an amazing way to see the country. Everything from the caves of Champagne to a secret pirate bar in Dijon, picking up galettes at Châteauneuf-du-Pape, and feeling the Mistral against my face. It was all magic. A sure highlight was getting a special additional tour at Joseph Drouhin to see some of the places in the cellar mentioned in the book Wine & War.

What are the biggest faux pas that customers tend to make when ordering and drinking wine?

Being scared to try new things, or assuming that every expression of a varietal will be the same as the last, focusing too much on price point.

Any favorite food and wine pairing suggestions for drinks enthusiasts?

Potato chips, olives, and Champagne

Your favorite book?

Wine & War, The Alchemist

How can suppliers work with you to drive sales?

Suppliers can work with Sommeliers to drive sales by creating thoughtful and intentional tastings on new wines, passionately delivering information/representation of their brands.

Can you share with us an example of a solid wine program?

A solid wine program has diverse offerings for everyone's palate, without being too heavily tailored to the person curating it. It shows diversity in both region and producer while highlighting some of the well-known, or flagship offerings, but also remains somewhat eclectic.

What are the points you look at when selecting a new wine for your wine program?

When selecting a new wine for a program, I look for a few things:

- A good product, especially in contrast to its price

- A moving story

- Either the typicity of the varietal represented or a great example of a unique expression of it

- Geographical representation

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According to you, what makes a good sommelier, and what qualities do you look for when hiring a sommelier?

To me, a good Sommelier is someone who can create approachability for others in the world of wine. While wine expertise and knowledge are important, what matters is the way we utilize these things and share them with the world. Wine is a piece of history, an expression of tradition and family lineage, a small capture of a moment in time. Being able to paint that picture for others while sharing your passion with the world is what makes you a standout Sommelier. When hiring a Sommelier, I look for authenticity and humbleness. We can help explain the gift of wine to the world.

What do you look for when you have to evaluate the effectiveness of the wine program?

Is there diversity, inclusion, authenticity, and are we having any fun with it.