The Sommeliers Choice Awards Ambassadors are a team of regional and category experts who represent diverse wine regions globally. These ambassadors, including sommeliers, wine educators, and industry leaders, are chosen for their deep expertise and connections in their respective regions. They play a crucial role in promoting the unique characteristics of wines from their regions, connecting local producers to international markets, and educating the wine industry and consumers about the distinct qualities of regional wines​

Some notable SCA ambassadors include Katja Scharnagl Scharnagl, Jesse Becker MS, Thomas Brenner, Chris Hackett, Michael Hoefling, Sandra Gomes Rocha, Daisy Penzo, Chris Saraiva, Marc Kauffman, and Paul Baldi.

These ambassadors are dedicated advocates for the regions and wines they represent. Their main role will be expanding awareness for their categories and regions via education, tasting, and trade networking.

Let’s meet these ambassadors leading this effort to connect trade professionals and consumers for the countries and regions they represent:

Jesse Becker MS: A Specialist and Ambassador for German and Austrian Wines

As the US Sales Manager for Veritable Wines & Estates, Jesse Becker MS has been a significant figure in promoting German and Austrian wines. His work with family-run estates and VDP members (Germany’s top wine estates) allows him to bring premium, lesser-known wines to American markets. His tasting notes and profiles on regional wines help educate both consumers and professionals.

Why Jesse's Role Matters: Jesse’s knowledge of these European regions offers valuable insight into wines that many American consumers are unfamiliar with. His expertise helps bridge the gap between traditional wine regions and the growing U.S. market for high-quality German and Austrian wines.

Katja Scharnagl: Austria’s Culinary and Wine Innovator, Ambassador for Austria

With a background in Austria’s Wachau Valley and experience at some of New York City’s finest restaurants, Katja Scharnagl is an expert in Austrian wines. Her work as Beverage Director of Koloman, one of the best new restaurants in America, showcases her dedication to both food and wine excellence.

Why Katja’s Role Matters: Katja’s deep roots in Austria’s wine culture and her experience in New York’s dynamic dining scene make her a key ambassador for Austrian wines. Her ability to bridge her heritage with modern culinary trends ensures that Austrian wines continue to be celebrated internationally.

Paul Baldi: Bringing France’s Finest to the Forefront, Ambassador for Champagne

A sommelier by profession and a native of Champagne, Paul Baldi now works in one of San Francisco's 3-Michelin-starred restaurants. His love for wine extends beyond just tasting; Paul enjoys visiting wineries, meeting winemakers, and learning about the stories behind each bottle. His mission is to make wine more approachable and fun for everyone.

Why Paul's Role Matters: Paul’s expertise, combined with his passion for storytelling, makes him an excellent ambassador for French wines, especially Champagne. His dedication to sharing the story behind every bottle makes wine more accessible and exciting to both connoisseurs and casual drinkers.

Marc Kauffman: A Lifelong Passion for Wine and Innovation, Ambassador for Emilia-Romagna

Marc Kauffman brings decades of industry experience and a unique blend of performance and expertise. With certifications from the Court of Master Sommeliers and the Society of Wine Educators, Marc has served as an international wine judge and was a finalist on PBS's The Winemakers Season 2. His career spans roles such as Director of Corporate Beverage Operations for major hotel chains and his work as General Manager of Stone Creek Wines, one of California’s largest private label wine producers. His deep involvement with bulk wines, sustainable packaging, and consulting makes Marc an influential figure in the wine world.

Why Marc's Role Matters: Marc’s career has been rooted in innovation and education, making him a perfect fit for the Sommeliers Choice Awards, where he can use his vast knowledge to promote emerging wine regions and share his insights with both trade professionals and consumers.

Daniel Satola: Championing Small Production Wines, Ambassador for Hungary

Founder of Credo Imports, Daniel Satola established his company with the vision of importing and marketing small-production, family-owned European wines. His journey into the wine world began with visits to German vineyards, where he fell in love with both wine and the culture surrounding it. Today, Daniel helps bring rare, small-batch wines to the U.S., offering American consumers access to products they might otherwise never encounter.

Why Daniel's Role Matters: Daniel is passionate about representing underrepresented regions, especially Hungary, which is often overlooked despite its vast potential. Through his efforts, wines from obscure regions are gaining recognition and making their way to new markets, expanding consumer awareness and appreciation.

Chris Hackett: Elevating Portuguese Wines, Ambassador for Portugal

Chris Hackett, Sales Manager at Lionstone International, is known for his expertise in Portuguese wines. His work with top producers, like Casa Santos Lima, has elevated Portuguese wine's presence in the U.S. wine market. With a portfolio that spans over 700 wines, Chris has helped place Portuguese wines on the radar of both retailers and restaurants.

Why Chris's Role Matters: As an expert in Portuguese wines, Chris is instrumental in promoting these wines to U.S. audiences. His deep knowledge of this category ensures that wines from Portugal are represented well, driving awareness and appreciation in both retail and on-premise settings.

Thomas Brenner: Bordeaux’s Wine Advocate, Ambassador for Bordeaux

As an ambassador for Bordeaux wines, Thomas Brenner has made a name for himself by creating seminars and content that bring wine education to the forefront. Known for his ability to connect people with the right wines, Thomas’s work in the wine industry has spanned Michelin-starred restaurants and wine judging.

Why Thomas’s Role Matters: Thomas’s deep ties to Bordeaux and his commitment to making wine education fun and approachable make him an important advocate for one of the most prestigious wine regions in the world. His ability to connect consumers with Bordeaux wines in a personal and memorable way is a valuable asset.

Michael Hoefling: A Sustainability Ambassador in the Bay Area

Michael Hoefling, a UC Davis graduate, has spent his career working in Napa and the Bay Area, advising private clients at Vinfolio. With a strong background in agriculture and beverage, Michael has worked in some of the region’s top restaurants and wineries.

Why Michael’s Role Matters: Michael’s deep knowledge of California wines and his experience working directly with both producers and consumers makes him a vital link between Napa and the Sommeliers Choice Awards. His role is crucial in promoting Sustainability , emerging trends and championing the best of California’s wine industry.

Zane Holscher: Bringing Argentina’s Best to the U.S, Ambassador for Argentina

After a 21-year military career, Zane Holscher and his wife Mindy purchased a vineyard in Uco Valley, Argentina, and have since expanded into importing select wines from the region. Their brand, VINUV, continues to grow as they share their love for Argentinian wines.

Why Zane’s Role Matters: Zane’s dedication to Argentinian wines and his first-hand experience as a winemaker make him a crucial ambassador for South American wines. His ability to bring these wines to new audiences ensures that the unique qualities of Argentinian wine are recognized and appreciated in the U.S.

Sandra Gomes Rocha: Advocate for Portuguese Wines, Ambassador for Portugal

Founder of Diniz Cellars, Sandra Gomes Rocha is a leading authority in Portuguese wine education. Her work with small, family-owned Portuguese wineries has made her a key player in introducing Portuguese wines to Southern California and beyond.

Why Sandra’s Role Matters: Sandra’s passion for Portuguese wines and her dedication to sharing their rich cultural heritage make her a vital ambassador for Portugal. Her work ensures that these wines, often underrepresented, gain the recognition they deserve in the U.S. market.

Chris Saraiva: A Passion for Portuguese Terroir, Ambassador for Portugal

As co-founder of Brands of Portugal, Chris Saraiva curates a portfolio of small, family-owned wineries from Portugal. His entrepreneurial spirit and deep connection to Portugal’s wine heritage drive his mission to bring these wines to a broader audience.

Why Chris’s Role Matters: Chris’s expertise in Portuguese wines and his ability to foster genuine connections between consumers and winemakers make him an essential advocate for Portugal’s wine industry. His work is crucial in expanding the reach of Portugal’s terroir-driven wines.

The Sommeliers Choice Awards (SCA) initiative to appoint ambassadors from different countries and regions aims to enhance the competition's reach and influence across global wine markets. 

[[relatedPurchasesItems-61]]

This strategy serves several key purposes:

1. Promoting Regional Diversity: By having ambassadors from various countries and regions, the SCA can better highlight the unique characteristics, traditions, and strengths of each wine region. Ambassadors like Zane Holscher for Argentina or Sandra Gomes Rocha for Portugal are selected for their deep knowledge of local wines and ability to represent these regions authentically on an international stage.

2. Bridging the Gap Between Producers and Markets: The ambassadors help connect local wine producers to international markets, particularly the U.S. on-premise sector, which includes restaurants and bars. This is especially beneficial for small and family-owned wineries that may lack the resources to market their wines globally. By leveraging the ambassadors' expertise and connections, these wineries gain better access to sommeliers and trade professionals.

3. Educational Outreach: The ambassadors also play a role in educating sommeliers, restaurateurs, and consumers about the unique qualities of wines from different regions. This enhances the understanding of terroir, varietals, and the storytelling behind each wine, thereby enriching the wine-drinking experience for consumers and assisting trade professionals in curating diverse wine lists.

4. Increasing Global Visibility: The SCA aims to provide international recognition for participating wines. Ambassadors act as advocates, helping winning wines gain visibility beyond their local markets and thus positioning them more effectively in the global wine industry.

Overall, this initiative aligns with the Sommeliers Choice Awards' mission to support wine brands in gaining international acclaim and positioning their wines effectively for on-premise channels like restaurants, helping them stand out in a competitive market.

Header Image: Regional And Category Ambassadors of Sommeliers Choice Awards 2025

Also Read:
Meet Your Germany and Hungary Wine Importer: Daniel Satola, Founder of Credo Imports
Who Are The Judges For The 2025 Sommeliers Choice Awards
Enter the 2025 Sommeliers Choice Awards by October 31 to Save with the Super Early Bird