The Court of Master Sommeliers, Americas ™ has announced the approval of a strategic plan which outlines their vision for the future of the organization and the steps toward achieving these goals by 2027. Through implementation of the new strategic plan, the Court of Master Sommeliers, Americas (CMS-A) aims to further their mission of advancing the beverage service profession and elevating the hospitality experience worldwide. Additionally, CMS-A looks to continue restructuring the industry by removing barriers and providing an inclusive space for mentorship and networking for all aspiring industry professionals.


The strategic plan serves as a roadmap for continuing the course of positive evolution and building a resilient, adaptable and diverse organization. The planning process has been a comprehensive and collaborative effort, involving extensive research, analysis, and input from the Master Sommelier members and community. The board of directors and staff also sought the guidance of professional third-party experts in organizational management and strategic planning whose expertise aided in developing a plan grounded in best practices and sustainability.


Through interviews, surveys, and listening sessions, the board gained valuable insights into the challenges and opportunities facing their industry and identified four focus areas for future success. These focus areas include increasing recognition of CMS-A and its members as leaders in the hospitality industry, fostering innovation and growth, cultivating an engaged and dynamic professional community, and becoming the leading certification for professional development for beverage and hospitality professionals. For each focus area, the strategic plan addresses and outlines desired goals, tactics in place for reaching objectives as well as indicators of success.


“As we move into this new phase of growth and development, we are excited to share our vision for the future and the steps we will take to guide our organization for the next several years. We’re grateful to those who participated in our research studies, giving us insight into the obstacles faced by our community and the opportunity to make a positive impact within the beverage industry.” said Michael Meagher, Chair of the Court of Master Sommeliers.


With the strategic plan in place as a compass for growth, CMS-A continues to look beyond and focus on nurturing a space for professional network building for those who share the same passion for hospitality and goal of career advancement. With various mentorship resources, including the Annual Women’s Sommelier Symposium, CMS-A provides its members with the tools to build impactful connections in the industry as a place for invaluable growth.


“Our organizational mission extends beyond exam administration,” said Julie Cohen Theobald, Executive Director of the Court of Master Sommeliers, Americas. “We are a source of inspiration, connection, and education that has built successful career paths for leading hospitality professionals across the globe. This new strategic plan will help us expand our impact by creating a space of opportunity and community for beverage professionals at the highest standard.”