The Wine Show Belongs to the Guest
ITALY (Bolzano): These are the typical stories that life writes. You meet people, experience them—but often know little about them. We make life easy for ourselves, lean on preconceived notions, and don’t take an interest in everyone. But then, there are those characters who inspire, who reach us. This is the story of one such encounter—a life shaped by chance, curiosity, ambition, perseverance, resilience, and talent.
So, let’s travel back to 1986—we are in the northern part of South Tyrol. A 16-year-old boy and his girlfriend are heading to the Disco Après Club in Gargazon near Merano. But before diving into the nightlife, he wants to impress her: a restaurant visit, a bottle of wine. He orders a Sassicaia.
“What I felt on my palate was so dry that I could have chugged two glasses of beer afterward just to regain some moisture in my mouth. And I thought to myself: This can’t be right,” recalls Claudio Ramoser.
What began as a display of youthful bravado became the spark for a lifelong passion—and, in hindsight, the starting point of an impressive career.
From Dishwashing to Sommelier
Claudio set out to learn everything he could about wine. He read, tasted, attended wine courses, and entered the hospitality industry—literally working his way up from dishwasher to sommelier.
His first job was as a kitchen assistant at Parkhotel Stötter in Sterzing. The following winter season, he switched to the service team at the Alpino Hotel Gran Foda (Kronplatz/Dolomites) in San Vigilio. “A very educational year,” Claudio recalls.
Then came a zigzag career path, alternating between summer and winter seasons: Restaurant Tre Cani in Malcesine (Lake Garda), Gran Hotel City in Liverpool, Mercure Piccadilly in Manchester, Hilton Corfu, Hilton Park Munich and Hotel Seiser Alm Plaza (Alpe di Siusi, Dolomites).
He stayed at Seiser Alm Plaza for two years before moving to Hotel Schlosswirt in Schenna, where he spent five years. During the winter months, he worked at the Kimpton Hotel Eventi in New York and the Gran Beach Hotel in Miami Beach.
From Around the World, Back to His Roots—And Beyond
“Those traveling years were enriching, but also exhausting,” Claudio reflects. Yet, he didn’t want to settle in South Tyrol—he felt the pull of distant places again. But life had other plans: in 1998, Claudio fell in love. And so, he stayed.
Instead of setting off for new adventures, he joined the prestigious Hotel Hohenwart in Schenna, run by the Mair family. There, he became head sommelier, expanding the wine list to over 1,000 labels and introducing unconventional yet charmingly orchestrated wine seminars for hotel guests and wine lovers. These seminars gained cult status—not just because of the wines, but because of Claudio’s warm and humorous personality.
I first met Claudio in 2012. Now, I wouldn’t call myself a wine novice, but I instantly knew: this man was genuine, witty, confident, and incredibly knowledgeable. It was a pleasure to coordinate wine pairings with him for dinner. And every now and then, he would grin and ask: “Arthur, should I surprise you?”
Time to set priorities and have a chat
But at some point, priorities shift. In 2018, Claudio decided to leave Hohenwart. After 21 years, it was time for more family.
I learned about his decision during a short vacation in Schenna and met up with him for a chat.
Everything good, Claudio? (He looks great—lost a few pounds.)
(Big grin…) Yes, excellent!
What are you doing now?
“I’ve repositioned myself professionally. I represent Weindiele, the wine retailer Winestore in Bolzano, for the Merano region and northern South Tyrol. I take care of existing customers and acquire new ones. A job I enjoy—and one that gives me more time for my family.”
Claudio, let’s talk about your former job as a sommelier. Besides wine expertise, what are the most important qualities in this profession?
“Qualities? Well, always having a corkscrew on hand!” (laughs) “No, seriously: honesty with guests, listening skills, and standing by your own opinion—without preaching. And inspiration? That comes from guests, wine travels, events like VinItaly or ProWein. I’ve visited almost all of South Tyrol’s winemakers, and I’ve served as a juror for Gambero Rosso. That keeps me up to date.”
What are the most common issues in wine consulting?
“Too expensive, too warm, too much oak, too much barrique. Oh, and guests should really have barrique wines properly explained to them!”
Any anecdotes from your time as a sommelier?
“Of course! Once, a guest complained about a Cabernet Sauvignon—because it was no longer white! And then there are those who seriously ask if a €300 wine tastes six times better than a €50 one. My response? ‘Taste it and tell me.’”
What are the funniest questions guests have asked you?
Claudio grins. “Oh, I’ve got a few gems. Here’s a selection:”
“I’d like a Riesling without acidity.” or “Please, no wine from Greece—I can’t tolerate it.” or “The rosé has barely any color—is it still drinkable?” or “You can recommend anything, just not St. Laurent. I don’t like the French, and they’re too expensive anyway!” until to “Could you pick a natural wine for me—but one without any cellar critters in it?”
Unusual Requests – How Do You Handle Them?
“Unusual? Sure, but these situations are entirely realistic—I’ve experienced them firsthand. It’s always a good idea to reflect on such questions and occurrences in your free time so that you’re not caught off guard but can respond and act confidently. The goal is to satisfy the guest, not myself. You never know who is sitting in front of you—it could even be a mystery tester evaluating your performance.“
South Tyrolean Wines: A Global Success
You’ve often recommended South Tyrolean wines that I wouldn’t have discovered on my own. How do you see the region’s development?
“Excellent! The warming climate benefits late-ripening varieties like Cabernet and Merlot, while others, like Sauvignon Blanc and Pinot Noir, are shifting to cooler sites. There are hidden gems around every corner here. Natural wines are also on the rise—an exciting development!“
And your new role in wine retail?
“My focus remains on consultation. Customers should understand what they’re drinking. Honesty and knowledge—just like before. Only now, in a different setting.”
Claudio, thanks for the conversation. See you in Tyrol!
“Anytime! Ciao, Arthur!”
*Winestore – A Wine Lover’s Haven in Bolzano
Winestore is a modern wine boutique with a tasting lounge in Bolzano (Cardano) and is part of the Weindiele brand. Other Weindiele locations include wine shops in the South Tyrolean towns of Völs and Tiers.
Winestore also serves as the corporate and storage hub of Weindiele. On over 300 m² of retail space, wine enthusiasts can explore nearly 3,000 wines from South Tyrol and Italy, as well as 1,000 premium spirits and cocktail essentials. The knowledgeable sales team—all trained sommeliers—offers expert guidance, while numerous wines are available for individual tasting.
State-of-the-art dispensers keep 32 still wines and four sparkling wines at optimal conditions for sampling at all times.
– – –
Photo Credit: © Claudio Ramoser
