As a Sommelier at Golborne Wine Store, Francesco Merlo plays a pivotal role at this Notting Hill wine shop known for its sustainable wine collection. He is in charge of training new staff, ensuring an exceptional customer experience, managing stock, and maintaining the highest service standards. Merlo talks to the London Wine Competition about the importance of building a strong relationship with customers and how fostering these connections contributes to long-term business success in the competitive wine market.

What sparked your interest in becoming a sommelier?

I hail from a small town in Sicily, where wine is deeply embedded in our culture. The more relaxed drinking culture in the local bars there made me passionate about wines when I was a teenager. I spent many evenings with friends, enjoying local wines, which helped me develop a deep appreciation for the craft and tradition. I believe this is the best way to discover the culture and history of each region where wine is made.

What has your career path been like so far?

I began my career in hospitality back home, which laid a strong foundation for my service skills. In 2015, I moved to London to further my career in fine dining, starting at Latium Restaurant on Berners Street. I then took on managerial and wine supervision roles at Al Duca in Piccadilly and Quirinale Restaurant in Westminster, where I worked until the end of the pandemic. Following that, I joined Golborne Wine Store as a sommelier.

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

A great sommelier possesses a deep knowledge of wine, but equally important are empathy, humility, and strong interpersonal skills. While expertise in grape varieties, wine regions, and food pairings is crucial, a sommelier should never come across as a “know-it-all.” Instead, they should focus on understanding the customer’s preferences, comfort level, and taste, making the wine experience accessible and enjoyable. Additionally, strong organisational skills are essential for managing inventory, rotating bottles, and ensuring the wine selection aligns with the restaurant’s offerings. Combining these skills with wine expertise creates a memorable, personalised experience for every guest.

Image Title: Francesco Merlo, Golborne Wine Store

How do you learn and improve your skills? 

I continuously improve my skills by connecting with other sommeliers during my days off, even over a casual glass of wine. These meet-ups are invaluable for exchanging insights, perspectives, and knowledge about specific wines. Additionally, whenever possible, I enjoy listening to podcasts like Wine for Normal People, which offer practical insights and fresh perspectives on the world of wine. These combined efforts help me stay informed, inspired, and constantly evolving in my craft.

What's the best part of your job?

The best part of my job is how wine acts as a bridge, connecting people from diverse backgrounds and places. Meeting new people and discovering their stories through a shared appreciation for wine makes every day exciting and rewarding.

Also read: The Movers and Shakers of London’s No & Low Alcohol Beverage Scene

What's your personal career goal? And how are you investing or planning to get there?

My dream is to move to New Zealand with my fiancée and open a wine bar. To achieve this, I am dedicating time to studying and deepening my knowledge of Australian and New Zealand wines. I’m also actively networking and building connections within the wine industry in these regions, which I believe will be invaluable when it’s time to bring this vision to life. 

What is your approach to helping a customer choose a wine they will like?

I’d first ask about their favourite drink in general—whether it's a cocktail, spirit, or something non-alcoholic. This helps me gauge their flavour preferences, whether they lean towards sweeter or savoury tastes. Understanding their palate gives me a solid foundation for recommending a wine that would suit their taste.

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What is your most unforgettable wine experience?

One of my most unforgettable wine experiences was attending the Istituto Grandi Marchi annual national event on June 25th in London. This extraordinary gathering featured some of Italy's finest producers, including Ca' del Bosco, San Leonardo, Tenuta San Guido, and Pio Cesare. The highlight was a dedicated masterclass showcasing the best Italian labels from 2004, spanning regions from north to south Italy. It was truly inspiring to meet the legends of the Italian wine industry, hear their stories, and gain insights into how they navigate the challenges of trading in diverse markets. 

Also read: Tuscan Wine: An Overview of Its Legacy, Key Figures, and Iconic Wineries

What methods do you use to grow beverage sales in your business or ideas you may have? 

I focus on a combination of up-selling, cross-selling, staff training, customer engagement, and leveraging social media. For example, up-selling might involve suggesting premium wines by highlighting their unique qualities, while cross-selling pairs wines with complementary dishes. Staff training is crucial—I involve team members in tastings with suppliers to enhance their product knowledge, enabling them to confidently recommend options to customers. Additionally, I offer tailored private tastings that combine wine and food pairings, creating interactive experiences where customers can ask questions and deepen their understanding. These events not only boost sales but also build customer loyalty. Social media plays a significant role as well; creating short, engaging Instagram reels—such as 20-second clips introducing new wine selections—helps generate excitement and reach a wider audience. 

Image Title: Sommelier Francesco Merlo

How can suppliers work with you to drive sales?

Suppliers can support us in driving sales by organising dedicated wine tastings, which are incredibly helpful for both staff and customers. Additionally, offering training opportunities such as WSET courses for newer team members can significantly boost their confidence and knowledge, enabling them to recommend wines more effectively on the floor and ultimately increasing sales.

What are the components of a solid wine program?

A solid wine program, in my view, is built on elegance, balance, and finesse. I also prioritise sustainability by featuring organic and biodynamic wines whenever possible, as I believe it’s important to support environmentally responsible practices. Plus, a well-rounded wine list should represent key wine regions across the globe, offering a diverse selection that caters to different tastes and preferences. Moreover, I don't choose wines based solely on reputation or labels. If a wine doesn’t meet the quality or style we value, it won’t make it onto the list, no matter how well-known the producer might be. 

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

Firstly, I look at the rotation of stock and how quickly wines are moving off the shelves. This helps me gauge customer preferences and identify which selections are most popular. I also consider the age demographic of our guests. A balanced wine program should appeal to a broad age range, from 18 to any age, ensuring it resonates with a diverse group of customers. Additionally, I pay attention to the affluence of our guests, as it can significantly influence their willingness to invest in higher-end wines. This allows me to tailor the selection to meet both their tastes and budgets effectively.

Header image by Francesco Merlo

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