Name: Ms Karoline Reinhold
Nationality: Estonian –
Please tell us a little bit about your first encounter with wine & the wine industry. Did you have any particular mentors?
I did not come from a country or family where wine played a significant cultural role. My journey began without any formal background, just a deep curiosity about how wines could taste so distinctly different from one another. That curiosity quickly evolved into a passion, and it has only grown since. I've been fortunate to have several key influences throughout my career. Edouard Oger MS was the first to guide me, recommending me to Ronan Sayburn MS, who at the time was Head of Wine at 67 Pall Mall. My time at 67 Pall Mall was instrumental in shaping my approach and style as a sommelier. Later, I had the privilege of working under Alexander Freguin, who profoundly influenced how I view and interpret the wine world today.
What specific traits or skills should a Sommelier possess for professional performance, and is there any person with those qualities you especially admire within the wine industry?
A successful sommelier should be structured, confident, and carry a repertoire of stories that bring wines to life. Humility is essential - but it should be balanced with a touch of ego and charm. These traits allow a sommelier not just to serve, but to engage and educate. Alexander Freguin exemplifies these qualities exceptionally well and remains someone I deeply admire
within the industry.
What would be your advice to a young Sommelier(e)? How to find a good position at home or abroad? Any further tips?
For young sommeliers just starting out, my advice is to be open to every opportunity. Take on every challenge that comes your way, it’s the best way to discover where your true interests lie within the vast world of wine. Each experience will teach you something new and help shape your direction, whether at home or internationally. Stay curious, stay humble, and never stop
learning.
When a customer asks for advice on selecting wine, what, in your opinion, would be the best approach?
First and foremost, I focus on reading the guest. Not just the words, but the body language, the occasion, and how adventurous they are. I usually start with a few simple questions: "What flavours do you usually enjoy - fruity, earthy, fresh?"
"Are you celebrating something, or is this more of a relaxed experience?" "Do you prefer to explore or stick to what you love?"
It’s about translating the guest's language into wine language. It’s not about showing off knowledge, it’s about crafting an experience that feels personal.
What is your philosophy about glasses? Are you working with well-known brands or are you considering new brands as well? How do you decide?
Glassware is not just a vessel, it’s a tool that either elevates or muffles a wine. A Burgundy in the wrong glass is like listening to a symphony on your phone speaker. At 67 Pall Mall, we worked with Zalto, and in Greece we explored Sophienwald and Riedel for elegance and durability. In Estonia,I am using Riedel and Zalto. The decision depends on: How the glass performs aromatically. How it feels in hand. How well it lasts in a professional setting. I’m not loyal to brands - I’m loyal to experience. Forever Universal glass supporter.
What advice would you give people on pairing wine with food?
Forget rules like “white with fish.” My philosophy is: Balance intensity - heavy dish, structured wine. Play with contrast or complement - acidity to cut through fat, or richness to mirror richness. Focus on texture as much as flavour.
One tip: if in doubt, look at the dish’s sauce, it usually carries more flavour than the protein.
Should a Sommelier:ère taste the guest’s wine?
In high-end settings like 3 Michelin star restaurants, it’s more common, but always with courtesy: “Would you mind if I taste a small sample to ensure it’s in perfect condition?” In Estonia we also taste the guest's wine to make sure we don't serve faulty wine. It’s about protecting the guest’s experience, not indulging our own curiosity
What are the key ingredients for creating a wine list for a restaurant, and what is your opinion on pricing wine in restaurants? Do you have tips on how to determine markups?
A great wine list is a conversation between cuisine, concept, and guest psychology. Strong by-the-glass offering to encourage discovery. A mix of safe bets, hidden gems, and unicorns Regional relevance, both to the cuisine and location
A narrative, why is each wine there? For pricing, I believe in smart tiered mark-ups: Lower mark-up on high-end wines (to encourage special bottles). Fair mark-up on entry-level wines. Consider local market expectations - Estonian guests are becoming more wine-curious, but still price-conscious. Transparency and accessibility are key.
How do you manage to stay on top of the changes in the wine industry?
Constant learning. I do this by: Attending tastings, locally and abroad. Reading publications like Drink Business, Decanter, Wine Spectator, Following importers, MSs, MWs, and producers on platforms like Instagram and LinkedIn
How would a new vineyard get its wine noticed, and what is the best way for producers to improve their chances of being listed?
Authenticity and story - I want to know the why behind the wine. Samples - with food pairings or menu suggestions.
Willingness to do staff training - help me make my team fall in love with your wine. Responsiveness - logistics matter.
Best advice? Think like a sommelier. Help us do our job better by giving us tools to connect the wine to our guests.
If you were a wine, which variety would you be, and why?
I’d be a Riesling - complex, transparent, adaptable, sometimes misunderstood, but always rewarding when given attention.
Which top 3 types of wine (your faves would we find in your home wine collection, and what’s your desert island wine?
At home: Grower Champagne, Riesling and Assyrtiko
Desert island wine?
Should be bright, alive, age-worthy, and joyous. I could drink Riesling until end of time, to choose one, I cannot.
Any interesting suggestions about magazines or online platforms?
Noble Rot – fun, irreverent, beautifully written
JancisRobinson.com – vast and reliable
GuildSomm – for structured study and current trade discussions
Instagram – but follow curators, not just influencers. Look for winemakers, MSs, MWs
Regards,
Karoline
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