Written with Jesse Rodriguez, M.Ed., CWE, SWS, IWS, FWS, DipWSET, and Advanced Sommelier
In a time when the beverage industry is rapidly evolving, professionals across the landscape are seeking something deeper than just technical knowledge – they’re craving connection, mentorship, and community as they move the industry forward.
Jesse Rodriguez, M.Ed., CWE, SWS, IWS, FWS, DipWSET, and Advanced Sommelier, brings a unique lens to this conversation. With decades of hands-on experience across five major U.S. markets, a scholarly foundation rooted in archeology and education, and his current role as an adjunct professor at Montana State University, Jesse blends history, academia, and hospitality in a way few can.
In the piece below, Jesse reflects on the value of in-person gatherings – like SommCon Conference & Beverage Expo – not just for professional development, but for the evolution of our industry. His perspective underscores why events that foster mentorship, peer-to-peer dialogue, and shared learning are more essential now than ever before.
With so much changing in the food and beverage industry, I have found an outlet teaching at the university level at Montana State.
I’ve combined my passions for history and archaeology with my certified beverage expertise and hands-on experience across five major U.S. markets – West Coast, Southwest, Southeast, Northeast, and the Rockies – working in luxury hotels, restaurants, and within the supply and distribution side of the industry. This has given me a well-rounded, in-depth understanding of the beverage landscape.
My doctoral work provides a scholarly framework for presenting this information. The goal isn’t to offer surface-level facts, but to foster a deep understanding of all major disciplines within the wine industry.
Seminars such as SommCon connect a pantheon of enthusiasts to industry professionals and everyone in between. These types of workshops help provide young buyers with an understanding of current trends – from how to run a cost-effective minimalistic beverage program to how to write a program designed to generate revenue versus writing a list for the buyer’s personal edification. It offers enthusiasts an understanding of trends in the market and how to be an agent of change for the positive.
These seminars and conferences offer an organic platform where mentorship can emerge naturally. They pair tomorrow’s buyers with mentors they may gravitate towards for various reasons, particularly those in secondary markets who feel overlooked.
I have participated in, helped create, and managed some of the industry’s most highly coveted events over the past twenty-plus years. These include forums, conferences, and convivial symposiums that focus on dialogue about food and beverages. Reflecting on those halcyon years, I see it as my civic duty to be present and offer our industry anything that I can provide to stimulate continual improvement using the kaizen methodology. This methodology is a Japanese philosophy and method for continuous improvement, focusing on making small, incremental changes to processes and systems to achieve greater efficiency, quality, and overall performance.
As Jesse reminds us, industry gatherings aren’t just about acquiring knowledge; they’re about shaping the future of the trade through shared experience and continuous improvement.
SommCon Conference & Beverage Expo returns to San Diego, September 7–9, 2025, with an expanded focus on connection, education, and the future of the trade. From skill-building seminars and certifications to mentorship and market insights, it’s our goal to deliver the community and conversations the industry needs right now.
Register today to join the conversation this fall.