{"id":3785,"date":"2026-03-06T22:37:53","date_gmt":"2026-03-06T21:37:53","guid":{"rendered":"https:\/\/magazine.asi.info\/?p=3785"},"modified":"2026-03-24T09:09:54","modified_gmt":"2026-03-24T08:09:54","slug":"a-conversation-on-community-access-and-the-future-of-wine-education","status":"publish","type":"post","link":"https:\/\/magazine.asi.info\/?p=3785","title":{"rendered":"Future of Wine Education with GuildSomm"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\"><em>A conversation with Jenny Hemmer, Executive Director of GuildSomm<\/em><\/h4>\n\n\n\n<p>Wine education is in the midst of a quiet but profound transformation. Once centred around a small number of traditional institutions and geographic hubs, learning today is increasingly global, digital, and shaped as much by access and communication skills as by encyclopaedic knowledge. At the heart of this shift is a growing recognition that excellence in the beverage professions is no longer defined solely by what we know, but by how we interpret, translate, and share that knowledge with others. Few organisations have both observed and actively influenced this evolution as closely as GuildSomm. What began as a focused study resource for aspiring sommeliers has grown into one of the most influential educational platforms serving wine and beverage professionals worldwide, connecting learners across continents, cultures, and stages of their careers.<\/p>\n\n\n\n<p>A recent survey of GuildSomm members revealed that 68% are either currently studying or planning to pursue a wine or beverage certification. The results showed a healthy mix of programmes, including ASI certifications, indicating the diversity of educational pathways and certification options that serve different learning styles and professional goals.<\/p>\n\n\n\n<p>In a recent interview for <em>A Sommelier\u2019s Insight<\/em>, the Association de la Sommellerie Internationale\u2019s podcast, host Mark DeWolf sat down with Jenny Hemmer, Executive Director of GuildSomm, to explore how wine education is changing, where growth and enthusiasm are emerging globally, and how issues of access, affordability, and interpretation are reshaping the future of our profession. Together, we discuss not only where wine education has been, but where it is going.<\/p>\n\n\n\n<p><strong>Mark DeWolf (MD): <\/strong>For those who may not know the origins of GuildSomm, can you walk us through how it began and what it was initially designed to be?<\/p>\n\n\n\n<div class=\"wp-block-stackable-columns stk-block-columns stk-block stk-0ffa7fe\" data-block-id=\"0ffa7fe\"><div class=\"stk-row stk-inner-blocks stk-block-content stk-content-align stk-0ffa7fe-column\">\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-7ded91d\" data-v=\"4\" data-block-id=\"7ded91d\"><style>@media screen and (min-width:690px){.stk-7ded91d {flex:var(--stk-flex-grow, 1) 1 66.7% !important;}}<\/style><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-7ded91d-container stk--no-background stk--no-padding\"><div class=\"stk-block-content stk-inner-blocks stk-7ded91d-inner-blocks\">\n<p><strong>Jenny Hemmer (JH)<\/strong> Absolutely. Ironically, as here we are on a podcast, so many people I encounter say, \u201cI love GuildSomm, I know you from your podcast.\u201d That was certainly not the way we began, but it shows how people now find education through so many different media channels.<\/p>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-0bc72b7\" data-v=\"4\" data-block-id=\"0bc72b7\"><style>@media screen and (min-width:690px){.stk-0bc72b7 {flex:var(--stk-flex-grow, 1) 1 33.3% !important;}}<\/style><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-0bc72b7-container stk--no-background stk--no-padding\"><div class=\"stk-block-content stk-inner-blocks stk-0bc72b7-inner-blocks\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"240\" height=\"291\" src=\"https:\/\/magazine.asi.info\/wp-content\/uploads\/2026\/03\/Feb-Feature-Article-Guild-Somm-Jenny-Hemmer.jpeg\" alt=\"\" class=\"wp-image-3789\"\/><\/figure>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<p>GuildSomm started around 15 years ago as a community space for those studying for sommelier certifications or learning about the industry. It was an academic resource, but also a platform where people could come together, find tasting groups, challenge each other on theory questions, and connect. That sense of community was really the core of what GuildSomm stood for, and still stands for today.<\/p>\n\n\n\n<p>While we\u2019ve evolved into a highly academic platform focused on accuracy and comprehensiveness, the discussion forums and study communities continue to differentiate GuildSomm and support a wide range of certification bodies and learning paths.<\/p>\n\n\n\n<p><strong>MD: &nbsp;<\/strong>You used the word \u201ccommunity,\u201d which feels central. Content development in wine is incredibly challenging, as laws change, regions evolve. How does that community support your fluidity and ability to adapt?<\/p>\n\n\n\n<p><strong>JH:<\/strong> That\u2019s one of the benefits of being digital. Our team is literally waiting when laws change to update content as soon as everything is finalized. But the community piece is harder, especially with nearly 9,500 members globally.<\/p>\n\n\n\n<p>Our intention is to offer different ways to engage. Some members want discussion and connection; others want a self-guided learning path. Both are valid. We exist for our members, whether they want to talk wine, spirits, or beverage more broadly, or simply learn independently while balancing careers, families, and life.<\/p>\n\n\n\n<p><strong>MD: <\/strong>How do you see GuildSomm fitting into the broader wine education ecosystem alongside bodies like WSET, the Court of Master Sommeliers, and ASI?<\/p>\n\n\n\n<p><strong>JH: <\/strong>It really is both complementary and independent. For some people, GuildSomm is the starting point. They want to learn but don\u2019t know where to begin. Others use us alongside formal certification paths.<\/p>\n\n\n\n<p>Because we\u2019re not affiliated with any one certification body, we exist to support and complement them all. Our materials provide additional context, deeper dives, and progression beyond exams. We\u2019ve also worked closely with ASI over the last few years to help members go deeper in their studies.<\/p>\n\n\n\n<p>Importantly, many members have completed their certification journeys but still want to learn, train teams, or enrich guest experiences. That lifelong learning piece is essential.<\/p>\n\n\n\n<p><strong>MD: <\/strong>From ASI\u2019s perspective, global diversity is key. Are you seeing increased participation from outside traditional wine education centres?<\/p>\n\n\n\n<p><strong>JH: <\/strong>Yes. About 30 per cent of our membership is now outside the U.S., and that continues to grow. Canada, Mexico, Australia, and the UK are strong markets, but we\u2019re seeing notable growth in Asia, particularly in Korea, Japan, and Hong Kong. We now have members in roughly 100 countries and podcast listeners in 130 countries.<\/p>\n\n\n\n<p>For many, GuildSomm provides a sense of connection where local study communities may not exist. That shared experience, balancing work, life, and study, helps make the world feel smaller.<\/p>\n\n\n\n<p><strong>MD: <\/strong>Service and communication weren\u2019t always associated with GuildSomm in its early days. How has that side of education evolved?<\/p>\n\n\n\n<p><strong>JH: <\/strong>&nbsp;Everything starts with theory, but application is critical. If people don\u2019t see how theory translates to the floor or to hospitality, they lose interest.<\/p>\n\n\n\n<p>Service, communication, and professional development skills are about application\u2026. handling difficult situations, presenting confidently, managing beverage programs. Last year we fully overhauled our service guides, not as rigid exam protocols, but as tools to elevate professionalism across hospitality contexts.<\/p>\n\n\n\n<p>The goal is confidence; whether opening a bottle, polishing stemware, or engaging a guest.<\/p>\n\n\n\n<p><strong>MD: <\/strong>Let\u2019s talk accessibility and affordability. Certification pathways can be expensive. How is GuildSomm addressing that challenge?<\/p>\n\n\n\n<p><strong>JH: <\/strong>&nbsp;Accessibility is a constant consideration. Traditionally, GuildSomm operated on an annual subscription, but last year we introduced monthly and quarterly options. For $15 USD a month, someone can try the platform without a major upfront commitment.<\/p>\n\n\n\n<p>We also offer group memberships starting at five people which is ideal for tasting groups or restaurant teams. Our aim is to minimize barriers and help people succeed, whether that means passing exams more efficiently or simply deepening their understanding.<\/p>\n\n\n\n<p><strong>MD: <\/strong>Looking ahead, where do you see GuildSomm in 10 years?<\/p>\n\n\n\n<p><strong>JH:<\/strong> The goal is to reach anyone, anywhere, who wants to learn about wine and beverage. Community remains central, but we\u2019re also focused on career-long learning, supporting people beyond certifications with tools for leadership, training, and education.<\/p>\n\n\n\n<p>We\u2019re exploring adaptive learning, interactive tools, and ways to grow with members throughout their careers. It\u2019s a year of innovation and exploration for us.<\/p>\n\n\n\n<p><strong>MD: <\/strong>Are you seeing real-world connections forming beyond the platform?<\/p>\n\n\n\n<p><strong>JH:<\/strong> Absolutely. We\u2019ve seen study partners connect through forums, tasting groups form across borders, and even language practice partnerships emerge around competitions. Many of these connections start quietly in discussion threads, but they often grow into meaningful professional relationships.<\/p>\n\n\n\n<p><strong>MD: <\/strong>Finally, what\u2019s coming next that ASI members should know about?<\/p>\n\n\n\n<p><strong>JH:<\/strong> It\u2019s a big year, especially with the ASI Best Sommelier of the World competition. We\u2019re expanding global events, launching daily learning tools like Question of the Day and Word of the Day, and introducing more interactive content including some friendly competition elements.<\/p>\n\n\n\n<p>We also continue to release new content weekly including study guides, producer profiles, podcasts, and expert guides. GuildSomm exists for its members, and we always welcome feedback on what they want to see next.<\/p>\n\n\n\n<div class=\"wp-block-stackable-columns stk-block-columns stk-block stk-a2f92ef\" data-block-id=\"a2f92ef\"><div class=\"stk-row stk-inner-blocks stk-block-content stk-content-align stk-a2f92ef-column\">\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-3570a24\" data-v=\"4\" data-block-id=\"3570a24\"><style>@media screen and (min-width:690px){.stk-3570a24 {flex:var(--stk-flex-grow, 1) 1 calc(10% - var(--stk-column-gap, 0px) * 2 \/ 3 ) !important;}}<\/style><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-3570a24-container stk--no-background stk--no-padding\"><div class=\"stk-block-content stk-inner-blocks stk-3570a24-inner-blocks\"><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-d0d5aed\" data-v=\"4\" data-block-id=\"d0d5aed\"><style>@media screen and (min-width:690px){.stk-d0d5aed {flex:var(--stk-flex-grow, 1) 1 calc(80% - var(--stk-column-gap, 0px) * 2 \/ 3 ) !important;}}<\/style><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-d0d5aed-container stk--no-background stk--no-padding\"><div class=\"stk-block-content stk-inner-blocks stk-d0d5aed-inner-blocks\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"722\" height=\"1024\" src=\"https:\/\/magazine.asi.info\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-06-223857-722x1024.png\" alt=\"\" class=\"wp-image-3796\" srcset=\"https:\/\/magazine.asi.info\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-06-223857-722x1024.png 722w, https:\/\/magazine.asi.info\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-06-223857-211x300.png 211w, https:\/\/magazine.asi.info\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-06-223857-768x1090.png 768w, https:\/\/magazine.asi.info\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-06-223857.png 909w\" sizes=\"auto, (max-width: 722px) 100vw, 722px\" \/><\/figure>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-b08560f\" data-v=\"4\" data-block-id=\"b08560f\"><style>@media screen and (min-width:690px){.stk-b08560f {flex:var(--stk-flex-grow, 1) 1 calc(10% - var(--stk-column-gap, 0px) * 2 \/ 3 ) !important;}}<\/style><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-b08560f-container stk--no-background stk--no-padding\"><div class=\"stk-block-content stk-inner-blocks stk-b08560f-inner-blocks\"><\/div><\/div><\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>A conversation with Jenny Hemmer, Executive Director of GuildSomm Wine education is in the midst of a quiet but profound transformation. Once centred around a small number of traditional institutions and geographic hubs, learning today is increasingly global, digital, and shaped as much by access and communication skills as by encyclopaedic knowledge. At the heart [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3789,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[53],"coauthors":[37],"class_list":["post-3785","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-education","tag-education"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/magazine.asi.info\/index.php?rest_route=\/wp\/v2\/posts\/3785","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/magazine.asi.info\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/magazine.asi.info\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/magazine.asi.info\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/magazine.asi.info\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3785"}],"version-history":[{"count":5,"href":"https:\/\/magazine.asi.info\/index.php?rest_route=\/wp\/v2\/posts\/3785\/revisions"}],"predecessor-version":[{"id":3818,"href":"https:\/\/magazine.asi.info\/index.php?rest_route=\/wp\/v2\/posts\/3785\/revisions\/3818"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/magazine.asi.info\/index.php?rest_route=\/wp\/v2\/media\/3789"}],"wp:attachment":[{"href":"https:\/\/magazine.asi.info\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3785"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/magazine.asi.info\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3785"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/magazine.asi.info\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3785"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/magazine.asi.info\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=3785"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}