The International Sommelier Association (ASI) is currently gearing up for its first continental competition of the year: The Best Sommelier of the Americas contest, which will be held May 21-24 in Montreal and will bring together the best two sommeliers from 11 Pan American countries. This event will serve as an idyllic launchpad for ASI’s new President Andres Rosberg’s long-term vision.
Aimed at integrating markets for a new generation of professionals, Rosberg’s plan for the next two years includes entirely new branding, a new website and a stronger communications policy. Young sommeliers and sommellerie students around the world will be increasingly targeted, and ASI will focus on developing tools for them to become better professionals. These shifts can already be seen and felt via the new logo, a new monthly newsletter called #ASInews as well as online streaming of the finals of all competitions, which was first done at the 2016 Best Sommelier of the World contest in Argentina and has now been adopted as a standard practice in all international contests.