In 2015, I was pursuing my MBA at IESE Business School in Barcelona when I started exploring an interest that would change my life forever.
It all started one weekend when I took an introductory course from the Wine and Spirits Education Trust at the Barcelona Wine School — not to fulfill a credit requirement or adhere to a counselor’s advice, but because I was genuinely curious about the world of wine.
After graduating from Level 1, where I gained basic wine knowledge of the main styles and grape varieties, I continued learning about regional terroirs and understanding wine appellations and labels by earning the Level 2 certificate over the next few months.
What I didn’t anticipate was that this hobby would become such a strong asset, transforming my approach to networking, business development, and brand building.
I found a new conversation starter at events
For me, networking events often felt forced. It used to feel unnatural and awkward to approach a stranger to talk about work without coming across as salesy or transactional.
However, after becoming a sommelier, I noticed a noticeable shift in my approach to networking and interactions with strangers in new settings. I felt a renewed sense of confidence and comfort in striking up conversations because I had a secret weapon.
Most events involve some element of food and beverages. This has made it incredibly easy for me to casually discuss the nuances of different wine varietals or share the history of a wine region they might know.
Courtesy of Sneha Saigal
I’ve connected with entrepreneurs in Vancouver, Canada, by sharing my admiration for wines from the Okanagan Valley in British Columbia. I’ve also had memorable conversations with European tourists visiting New York City when I shared my favorite Italian wines or my wine-tasting experiences in Bordeaux, France, or Lisbon.
This refreshing approach to building relationships has made networking more authentic and relaxed. Instead of starting every conversation with generic work or weather talk, I create space for myself and others to share what drives us beyond our jobs.
I then form a deeper personal connection with them, which makes post-event follow-up less transactional and more intentional. Plus, my sommelier title is a fun fact they remember.
My wine expertise helped me diversify my business
As a public relations specialist, I’m often interacting with people to search for new clients.
To do this, I often host informal wine tastings and make local wine recommendations to potential clients, colleagues, and acquaintances.
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With a unique skill set in this space, I have curated my brand-building services for industries I am enthusiastic about — rather than restricting my clientele to a single niche, such as finance or technology.
My passion and knowledge for wine have opened doors for me with clients in the food and beverage, lifestyle, luxury goods, and travel and hospitality industries.
I’ve now created a memorable brand
These organic conversations have led hosts to invite me to exclusive, niche-curated events I wouldn’t otherwise know about. I’ve been asked to speak on personal brand building and networking because I applied unique strategies to build my own network from scratch.
It has been close to a decade since I leaned into my curiosity about winemaking and winetasting, and I still reap unexpected benefits from pursuing this hobby.
The professional connections, speaking engagements, and event hosting opportunities have boosted my business pipeline and transformed my brand.
I have grown my social and professional networks multifold organically by embracing a passion outside my core business and comfort zone.
And, most importantly, I’ve had a lot of fun along the way.
Sneha Saigal is the founder of Geeks and Experts, a public relations firm based in New York City. Connect with Sneha Saigal on LinkedIn.
