SOMM DIGI × The Court Board presentation ↗

SOMM DIGI  ·  The Court of Master Sommeliers

Hotel · Shangri-La — Confirmed Flight · SGN ⇄ HKG — Confirmed

TWO DAYS
IN HONG KONG

15–17 August 2026

Two days of real work for the Court — interviewing every Master Sommelier in the room, photographing them, and gathering the stories, quotes and footage to fill the CMS magazine, the career pages and the social channels for the year ahead. Plus a live look, for the board, at everything SOMM DIGI is building for CMS.

Prepared for

Ronan Sayburn MS & the CMS board

By

Alper Billik · SOMM DIGI

Purpose

Capture · Interview · Present

Flights

SGN ⇄ HKG · nonstop · 15 & 17 Aug

01

Why this trip matters

The Master Sommelier examinations bring the Court together in one room — examiners, observers and candidates from around the world, including several historic firsts for CMS. That's a rare gathering, and a rare chance to do two things at once.

What I'll do: interview every Master Sommelier in the room, photograph them, and gather the stories, quotes and footage to fill the CMS magazine, the career pages and the social channels — months of content from two days. And present to the board, live, everything SOMM DIGI is building for the Court. This is the plan; tell me what to keep and what to sharpen.


02 · The Line-up

Who I'll interview, and why

Every conversation is aimed at a piece of content we can actually publish. Names and stories confirmed with Ronan.

01

Brian Julyan MS

MS since 1972 · founder of the Court · chief examiner since 1990

The book & the evolution of the Sommelier. The living memory of the Court — from the guéridon and tableside craft of the 1970s to a global exam in Hong Kong. What a Sommelier was, and what it means now.

Magazine featureLong-read articleSocial series
02

Ronan Sayburn MS

CEO of the Court · UK Sommelier of the Year 1998

Leading the Court into its next chapter. A chef-turned-sommelier, shaped by Gérard Basset, now CEO of a Court whose courses are exploding worldwide — and moving into the digital age. Where CMS stands, where it's going, and what it means to lead it. The flagship interview.

Flagship interviewMagazine cover pieceSocial
03

Laura Rhys MS & Helga Schroeder MS

Laura · Head of Wine, Gusbourne (MS 2010)  —  Helga · first female MS of the German-speaking world

An inspiration for women in wine. Two women who reached the Court's highest level — Laura shaped by Gérard Basset, Helga the first woman in her whole region to pass. Their encouragement for the next woman, and how she takes her first step.

FeatureSocial series
04

Eleftherios Hanialidis MS

First Greek MS, 2023 · Best Sommelier of Greece · wine columnist, Kathimerini

Greece is rising. A 4,000-year-old wine country got its first Master Sommelier only in 2023 — and he pours it and writes it. On indigenous grapes ready for the world and a scene with real momentum.

FeatureSocial
05

Kamal Malik MS

First Indian MS, 2024 · from a farming family in Shamli · interned at Château Beaucastel

A first for India. From a village farming family to one of fewer than 300 Master Sommeliers alive — in a country where wine isn't the everyday drink. What being the first opens for the region.

FeatureSocial
06

Cameron Douglas MS

NZ's first & only MS · Group Beverage Director, Rodd & Gunn · teaches at AUT

One of a kind. The only Master Sommelier in an entire country — with no local peer to measure against — now teaching the wine programme that may produce New Zealand's second.

FeatureSocial
07

The Climb — a candidate at every level

One voice each from Introductory · Certified · Advanced · Master

How CMS carries a career. One candidate chosen at random on every rung of the Court, same questions — four voices that become one story of how the qualification lifts a career from the first step to the summit. The feature that puts CMS at the centre.

Magazine centrepieceReelsCareer series
08

Edouard Oger MS

Course Co-Ordinator & Exam Admissions, CMS Europe · MS 2011, Laurent-Perrier Grand Siècle cup · ex-Head Sommelier, Gidleigh Park (2 Michelin, Michael Caines MBE)

How you actually get in. The only voice on this list who can answer the questions every candidate asks before they ever taste blind — how registration works, how the waiting lists move, what the exam rules really are, and why the Court is opening more courses across Asia and Oceania. A career built on the floor at Gidleigh Park under Michael Caines, shaped by Gérard Basset's example, now the person who schedules the Court's future.

Service piece for candidatesCMS website / FAQ contentAsia expansion story
09

Yohann Jousselin MS, Arnaud Bardary MS & Pierre-Marie Pattieu MS

Yohann · Head of Fine Wines, Kerry Wines (MS 2009)  —  Arnaud · Head of Business Development, Watson's Wine (MS 2015)  —  Pierre-Marie · Prestige Account Manager Asia, Jackson Family Wines (MS 2022)

France to Hong Kong — three Masters who built Asia's wine trade. A Loire village, the Jura, and a decade in Michelin-starred France: three French Master Sommeliers who all ended up in the same city, and all crossed from the restaurant floor into the trade that supplies it. Between them, Robuchon au Dôme, Shangri-La's regional wine programmes, Black Sheep's thirty venues, and now the distributors and producers that pour Hong Kong. The story of how Asia became a place a sommelier builds a whole career — not a posting.

Magazine featureAsia career storySocial series

03 · The Questions

Written for each of them — first draft

Not generic prompts — questions built from each person's real career, so the answers give the reader something they've never read. The two gold-marked banks (◆) run through every interview: their bond with the Court, and the words that inspire the candidates coming next. Each Master's set closes with a career-advice question — their own advice to a young Sommelier, in their own words, for the CMS career pages. Edit, cut, make them yours.

Brian Julyan MS — the founder, the long view

MS since 1972 · founded the Court in 1977 · chief examiner since 1990

  1. You passed the Diploma in 1972 and helped found the Court in 1977 — what problem were you trying to solve that the trade wouldn't solve on its own?
  2. In the '70s and '80s the craft was the guéridon — decanting, carving, service at the table. How much of that art have we lost, and does it matter?
  3. You learned wine first-hand from winemakers, before scores, apps and the internet. What did that give you that a candidate can't get from a screen today?
  4. As chief examiner since 1990, what's the one thing that has always separated a pass from a fail — and has it changed?
  5. Your book has been revised and reprinted for over two decades. What did you get right early, and what did the changing world force you to rewrite?
  6. You've watched the Court grow from a British institution to a global one, now examining in Hong Kong. Did you ever picture this room?
  7. You've signed off on generations of Master Sommeliers. Is there a candidate, or a moment, that still makes you proud of what the Court became?
  8. The wine industry has changed beyond recognition in your lifetime. What worries you about where it's heading — and what gives you hope?
  9. For a young person choosing between a wine career and something "safer," what would you tell them?
  10. When the Court began it was a handful of people in Britain. What do you hope it stands for a hundred years from now?
  11. Career advice — what's the best career advice you'd give a young Sommelier starting out today?

Ronan Sayburn MS — leading the Court

CEO of the Court · UK Sommelier of the Year 1998

  1. You were going to be a chef until Gérard Basset changed your mind at Le Manoir. What did he see in the floor that you hadn't?
  2. What's it actually like to be CEO of the Court of Master Sommeliers — running the very institution that once examined you?
  3. You now run the Court full-time, because the courses have exploded worldwide. Where is CMS right now — and where is it heading in the next five years?
  4. Is there anything on the horizon that candidates should be excited about — new courses, new places, new ways in?
  5. CMS is stepping into the digital world now — even bringing AI into how the Court teaches, reaches and supports its candidates. As the person leading it, what does that shift mean for an institution built on human craft? Where does the technology serve CMS, and where must the human stay?
  6. When you examine, what are you actually reading in the first thirty seconds a candidate approaches the table?
  7. The MS pass rate is famously brutal. Is that difficulty the point — and would you ever soften it?
  8. You dive shipwrecks alone in your spare time. What does going that deep teach you that wine doesn't?
  9. Beyond the exams, what responsibility does the Court carry for the health of the whole wine industry?
  10. If you could put one message in front of every young Sommelier thinking about the Court, what would it be?
  11. Career advice — what career advice would you give a young Sommelier just setting out?

Laura Rhys MS & Helga Schroeder MS — inspiring the next woman in wine

Encouragement, and the real path in, for every woman finding her way

  1. Laura — you learned alongside Gérard Basset, Claire Thevenot and Yohann Jousselin at Hotel du Vin. What did that room teach you that no course could?
  2. Laura — you made a rare move, from the restaurant floor to grading and blending at Gusbourne. Why leave the floor for the cellar?
  3. Helga — you passed in Klosterneuburg in 2019, the first woman in the entire German-speaking world to do it. Did being "the first" feel like a weight, a freedom, or both?
  4. Helga — you came to wine as a linguist, not from a wine estate. Is tasting its own language — and did words help you taste?
  5. To both — a young woman looks at that pin and thinks "not for someone like me." What's your message to her?
  6. To both, practically — if a reader wants to start on the Court's ladder tomorrow, where do they actually begin — and what does the path cost in years, money and effort?
  7. To both — what has the Court given your career that nothing else could have?
  8. To both — the industry can be brutal early on: long hours, low pay, little glamour. What kept you in it long enough to reach the top?
  9. Laura — you now shape English sparkling wine that beats Champagne in blind tastings. What does that tell a young sommelier about where opportunity really lives now?
  10. To both — the one piece of advice you'd give the next woman chasing the pin, that you wish someone had given you.
  11. Career advice — what career advice would you give a young woman just starting out in wine?

Eleftherios Hanialidis MS — the first Greek

First Greek MS, 2023 · Best Sommelier of Greece · columnist, Kathimerini

  1. Greece has made wine for 4,000 years and got its first Master Sommelier only in 2023 — you. Why did it take so long, and why now?
  2. Assyrtiko, Xinomavro, Agiorgitiko — which Greek grape is the world about to fall for, and why isn't it there yet?
  3. You write about wine for Kathimerini as well as pour it. What can you say on the page that you can't say at the table?
  4. What door does your pin open for the next Greek sommelier — and how do you keep it open?
  5. What did earning the CMS Master Sommelier pin do for how Greek wine is taken seriously abroad?
  6. How is the Court helping the wine scene grow in Greece — and where does it need to go next?
  7. The global industry still overlooks Greek wine. What has to change, and how fast is it changing?
  8. What did the Court teach you that you could never have learned anywhere in Greece?
  9. To a young Greek sommelier who thinks the Master pin is out of reach — what do you say?
  10. When the second Greek Master Sommelier passes, what do you hope they say about the road you cleared?
  11. Career advice — what career advice would you give a young Greek Sommelier just starting out?

Kamal Malik MS — the first Indian

First Indian MS, 2024 · farming family, Shamli · interned at Château Beaucastel

  1. You grew up in a farming family in Hassanpur, in a country where wine isn't the everyday drink. How do you explain to your family what a Master Sommelier is?
  2. Your first taste of wine was in 2002; twenty-two years later you're one of fewer than 300 MS on earth. What carried you through the exam's failures?
  3. You interned at Beaucastel in Châteauneuf-du-Pape. What did an Indian sommelier learn in a Rhône cellar that he brought home?
  4. India is young to wine and vast in people. What has to happen for the second and third Indian Master Sommeliers to come faster than the first?
  5. What did earning the CMS pin change about how Indian hospitality is seen on the world stage?
  6. How can the Court help wine grow in a market as young and enormous as India's?
  7. The industry is opening to new markets. What does India bring to the world of wine that nowhere else can?
  8. To a kid from a village who loves wine but thinks people like him don't become Master Sommeliers — what do you say?
  9. What did the Court give you that your years in the finest hotels never could?
  10. When India has ten Master Sommeliers, what do you hope your name means to them?
  11. Career advice — what career advice would you give a young Sommelier in India just starting out?

Cameron Douglas MS — the only one

NZ's first & only MS · Group Beverage Director, Rodd & Gunn · teaches at AUT

  1. You're the only Master Sommelier in an entire country. With no one at your level at home, who do you measure yourself against?
  2. The world knows New Zealand for Marlborough Sauvignon Blanc. What are we all missing?
  3. You run the wine programme at AUT — are you deliberately training the person who becomes New Zealand's second MS?
  4. You've been the only one for years. Is that a lonely title, or a free one?
  5. What did the CMS pin do for how New Zealand wine is respected beyond Marlborough Sauvignon?
  6. As an examiner as well as the only NZ Master, how are you helping the Court grow across Oceania?
  7. Where's the biggest opportunity in the wine industry right now that young sommeliers are walking straight past?
  8. To a young New Zealander who wants to follow you but sees no path home — what do you tell them?
  9. What did the Court give you that twenty years on the floor never could?
  10. When New Zealand finally has its second Master Sommelier, what will you say to them?
  11. Career advice — what career advice would you give a young New Zealand Sommelier just starting out?

Edouard Oger MS — the way in

Course Co-Ordinator & Exam Admissions, CMS Europe · MS 2011 · ex-Gidleigh Park

  1. Someone reads about the Court tonight and wants to start tomorrow. Walk me through it — what do they actually do first?
  2. How does registration really work, and what decides who gets a place when a course fills?
  3. The waiting lists are long. How do they move, and what's the honest advice to someone sitting on one?
  4. What are the exam rules people most often get wrong — the ones that cost candidates a pass before they've poured a drop?
  5. What makes you say to a candidate, "you're not ready to sit this yet" — and how do they hear it?
  6. You're building the schedule for Europe, Asia and Oceania. Why is the Court opening up so fast in Asia, and what does Hong Kong mean in that plan?
  7. What does it take to run an exam like this one — the logistics nobody in the room ever sees?
  8. You were Head Sommelier at Gidleigh Park under Michael Caines, on a 1,300-bin list. What did two Michelin stars teach you that you still use in this job?
  9. You've said Gérard Basset inspired you as much for how he treated his team as for his wine. What did you take from him?
  10. You won the Laurent-Perrier Grand Siècle cup for the top marks of your year. What were you doing differently?
  11. You went from the floor to running admissions for the whole Court. Is that a step away from wine, or deeper into it?
  12. Career advice — to someone about to register for their first CMS course, what's the one thing you'd tell them?

The French in Hong Kong — Yohann, Arnaud & Pierre-Marie

Three French Master Sommeliers who built their careers in Asia · ask each, then together

  1. You each left France for Hong Kong. What did this city offer that Paris or London couldn't?
  2. Yohann — a small village in the Loire, an uncle with vineyards, and now the fine wine of a whole region passes through your hands. When did Asia stop being a posting and become the career?
  3. Yohann — you ran wine for Shangri-La across Hong Kong, Singapore and South-East Asia, on lists of 1,800 labels. What does a regional wine director actually do that a head sommelier doesn't?
  4. Arnaud — fifth generation in hospitality, from the Jura to fourteen sommeliers across thirty Black Sheep venues. How do you keep a standard that big honest?
  5. Arnaud — you've said a team has to be happy to come to work. Where did you learn that, and what does it cost to protect it?
  6. Pierre-Marie — a decade in Michelin-starred France and the UK, then Asia and the producer side. What did the move teach you about how wine really sells?
  7. All three of you crossed from the restaurant floor into the trade. Is that a promotion, or a different job entirely — and what do you miss?
  8. What does the Hong Kong palate want that would surprise a European sommelier?
  9. You each passed the hardest exam in wine a long way from home. What did the Court give you that opened doors in Asia specifically?
  10. The Court is examining in Hong Kong this week. What does it mean to you three to have it happen in your city?
  11. To a young French sommelier who's never left Europe: is Asia the move, and what should they know before they book the flight?
  12. Career advice — one piece of advice each, to a young sommelier building a career outside their own country.

On the Court — what CMS really means

Ask every Master Sommelier · the CMS thread that runs through all of it

  1. Take me to the moment they handed you the pin. Where were you, and who did you want to tell first?
  2. The Court makes you fail before it lets you pass — most sit the exam more than once. What did failing teach you that passing never could?
  3. Almost every Master Sommelier comes back to examine the next generation. Why give your time to grow a club that's meant to stay this small?
  4. The blind tasting grid is the Court's signature — deductive, no guessing, no hiding. What does the grid teach you about wine that a label never will?
  5. The MS exam tests service, not just knowledge — how you carry yourself at the table under pressure. Why does the Court refuse to let go of the craft of hospitality?
  6. Gérard Basset is a name half the Court traces itself back to. What of him is still in the room when you examine?
  7. If the pin fell off your lapel tomorrow, what would you still carry from the Court?
  8. What does the Court get right that no wine school, no app, no other qualification does?

For the candidates coming next

Ask every Master Sommelier · the answers that inspire the room behind them

  1. To the candidate who just failed for the second time and is ready to walk away — what do you say to them tonight?
  2. What's the one study habit that actually moved the needle for you — and the one everyone wastes months on?
  3. On exam morning the nerves win for most people. How did you get yours to work for you instead of against you?
  4. What did it cost you — years, money, sleep, relationships — and looking back, was the pin worth the price?
  5. What does a candidate from a country with no Master Sommelier need to hear right now?
  6. The day after you passed, what did you understand about yourself that you didn't the day before?

The Climb — a voice from every rung

Pick one candidate at random on each level — Introductory, Certified, Advanced, Master — and ask the same spine. Four voices become one story: how the Court carries a career from the first step to the summit. This is the piece that makes CMS the hero of the magazine.

01Introductory — the spark

A candidate just starting out · career & motivation

  1. What made you walk through the Court's door for the very first time?
  2. Be honest — how are you feeling in this room today?
  3. What do you hope these first letters after your name do for your career?
  4. What did the Court show you in these first days that you didn't expect?

02Certified — the commitment

A candidate who came back for more

  1. The Introductory was a taste. Certified is a decision. What brought you back for more?
  2. How is the way CMS teaches you different from how you learned wine before?
  3. What door are you hoping this level opens for you?
  4. What's been harder than you thought — and who's helped you through it?

03Advanced — the climb

A candidate deep in the hard yards

  1. Advanced is where it gets serious. What have you given up to stand here?
  2. What has the Court given you that no job, no book, no app could?
  3. When you picture the career this unlocks, what do you actually see?
  4. What keeps you going on the nights you want to quit?

04Master Sommelier — the summit

A candidate sitting the hardest exam in wine

  1. This is the hardest exam in the wine world. Why put yourself through it?
  2. How has the Court shaped not just what you know, but who you are?
  3. What would the pin change about your career — and your life?
  4. If you make it, who do you carry up there with you?

04 · The Capture

The shot list & notes

So the two days come home as a full library — not just memories.

Portraits

Clean · editorial

  • Each Master Sommelier, one strong frame
  • Laura & Helga together — the "women in wine" image
  • The examiners as a group
  • Candidates in the moment

The rooms & B-roll

Where it happens

  • Exam rooms — Shangri-La Kowloon
  • MS practical — Peninsula Hotel (16th)
  • Hands, glasses, decanters, service details
  • Hong Kong context — a specific skyline / location?

Interview clips

For reels & the magazine

  • Each interview filmed clean, good audio
  • Short vertical cut-downs for social
  • One strong quote card per person

Notes & quotes

Captured fresh on the day

  • Lines worth quoting, written while warm
  • Names, titles, spellings — correct at the source
  • Ideas the board raises for the portal
  • Follow-ups promised, so none are lost

05 · The Payoff

What these two days become

One trip, months of content — across every channel CMS has.

The magazine

Long-form

  • Cover interview — Ronan on leading the Court
  • Centrepiece — The Climb: a candidate at every level
  • Feature — Brian & the evolution of the Sommelier
  • Feature — the firsts: Greece, India, New Zealand
  • Feature — women in wine, inspiring the next generation

Social media

The 50K feed

  • A profile series — one Master Sommelier at a time
  • Interview reels & quote cards
  • Behind-the-scenes of exam week
  • The Hong Kong milestone moments

06 · On the Ground

The two days, hour by hour

Anchored to the real exam schedule. Saturday I'm only with you from the afternoon — Sunday is the full day, and Monday stays open until the evening flight, so nothing has to be rushed. Tell me the dinner night and I'll lock it in.

15

Saturday · MS Exam

Master Sommelier — Tasting

Shangri-La, Kowloon

Land Hong Kong 10:40 — SGN 07:00 → HKG 10:40, nonstop. Through the airport, drop bags, and with you from the early afternoon — I'm not on site for the morning session, so nothing is planned before then.

From ~14:00 — half a working day. Arrive into the tasting exam already running: first portraits, room and B-roll, and the examiners caught between sessions. A light, observational start — the day I'm building the library, not filling it with interviews.

Interviews if the windows open: Ronan, Brian, Edouard — two of the three is a good afternoon. Anything that doesn't land here rolls to Sunday or Monday morning.

16

Sunday · MS Exam

Master Sommelier — Practical

The Peninsula Hotel

The practical, at the Peninsula. The full day on site — and the strongest visual one: service, detail, atmosphere. This is where the bulk of the work happens.

Target interviews: Laura & Helga, Eleftherios, Kamal, Cameron, the three French Masters based in Hong Kong, plus candidate clips across all four levels. The three French Masters work outside the exam — happy to meet them in the city if that's easier for them than the Peninsula.

Board dinner — confirm which night with Ronan. The evening with Ronan and the board.

17

Monday · Depart

Wrap & departure

Morning to late afternoon — the catch-up window. Anything Saturday's half day pushed back lands here: final interviews, missed portraits, and the quiet sit-downs that are easier once the exam pressure is off. All footage backed up twice before I move.

Leave with the library and clear agreement on what's next.

Depart HKG 20:30 → SGN 22:05, nonstop — free until roughly 17:30, so the whole day is usable.