A Change in Roles at Dansk Sommelier Forening

From the left: Ronja Bo Gustavsson, Stine Pimenova, Anne Køster. Image: DSF

Editorial and web transition 

Over the past year, Dansk Sommelier Forening has developed a new digital presence through its website, social media and newsletters. As Ronja Bo Gustavsson now takes orlov from the board and hands over the editorial role, she reflects on the work that has been done and introduces the new team who will continue developing the association’s communication.

After a period where my family has needed and continues to need more of my attention I have decided to take orlov from the board and hand over my role as Editor of Dansk Sommelier Forening.

From April 1, Anne Køster (HAPS) will share the Editor role with me to ensure a structured and smooth transition. From July 1, she will take over the role fully.

Ronja Bo Gustavsson. Image: Ronja Bo Gustavsson

Stine Pimenova who was elected to the board at the Generalforsamling earlier this week, will take responsibility for the website, social media, and newsletters. She will continue developing our digital communication and strengthening the connection with our members.

I am very happy to see Anne and Stine taking on these roles with focus and new energy and I look forward to following their work and the continued journey of DSF.

Building a Stronger Digital Platform

During my time as Editor and board member, I built our new website and shifted our communication from a digital magazine format to a more dynamic blog-style format.

Last year, the website welcomed more than 16,000 visitors. Our social channels have grown steadily, and our newsletters continue to reach members with an open rate around 70-80%. 

Sharing the Stories of Danish Sommeliers

One of the greatest privileges of this role has been meeting and interviewing so many of you!

Through the Member Spotlight series and other features, we have highlighted daily work, career paths and professional reflections across our community. We have explored topics ranging from Danish wines and international regions to no- and low-alcohol beverages, industry developments, and new perspectives such as artificial intelligence and innovation in vineyard management.

Seeing our content shared internationally, including recognition from ASI, has been meaningful. One of my ambitions has always been to position both our members and Denmark as a confident and forward-looking voice within the global beverage community.

Thank You

Thank you to the board and to all members who have contributed interviews, ideas, support and trust along the way. It has been a privilege to help shape how Dansk Sommelier Forening communicates and represents our profession.

As the editorial and digital responsibilities are handed over, Anne Køster and Stine Pimenova step into their new roles within Dansk Sommelier Forening. Here they share a few reflections on what they are looking forward to.

Introducing the New Editorial and Digital Team

Anne Køster, Editor

Anne Køster, new Editor for DSF. Image: Anne Køster

With 20 years as a communication advisor working within gastronomy and the beverage industry, this is a role I just couldn't say no to. My very first client was CIVB, Conseil Interprofessionnel du Vin de Bordeaux, back in the days when I just finished my master in communications at the University of Copenhagen and joined one of the big agencies in Copenhagen – and my love for the wine industry was ignited. Since then the industry has played a role in some of the greatest experiences in my life, personally as well as my work life.

I am always curious about the personal angle and the history behind the passion. When was it ignited, what led the way into the industry and what drives the passion now. The beverage industry is filled with tradition and history but just as much innovation and momentum. It is in that field of tension that much of the magic lies.

I have my own darlings of course, Burgundy as the biggest love of all, but also Sherry, Champagne, Mosel and the NOLO industry are some of my own biggest personal interests. But to be honest, I am curious about the industry as a whole and I am here to learn and listen. I can't wait to explore every corner of the beverage world.

My hope for the website and its editorial content is simple: to stay relevant and inspiring.

I am personally most looking forward to meeting some of the best sommeliers and winemakers in the world. Nothing beats the energy from knowledgeable passionate people. And of course: keep learning.

BIO

Anne Køster, owner of Haps, branding, communications and marketing, Cand. Mag in Strategic Communications from University of Copenhagen, 2006.

Strategic communications advisor since 2006, the first 10 years at several international WPP owned agencies and head of secretariat at The Danish Public Relations Industry at Dansk Erhverv (Danish Chamber of Commerce).

Since 2016 owner of Haps, branding, communications and marketing. Counselling companies within gastronomy / food & beverage industry with everything from strategic branding platforms to marketing, communications and PR.

See more about Haps at www.annekoster.dk

Stine Pimenova, Website, Social Media and Newsletter

Stine Pimenova, Webmaster & Social. Image: Ronja Bo Gustavsson

Honestly and selfishly, my motivation is to stay informed myself and share it with other professionals. To keep being posted about wine and other beverage tastings and masterclasses, as well as every piece of wine world’s news that is translated through DSF’s social media.

I am looking forward to connecting with other sommeliers and wine related folks and to share the passion for our industry daily.

Social media and newsletters are definitely a great tool, as today everyone uses SoMe and that’s the fastest and most effective way to share information. Also, as the previous year’s data shows, the new website and increased social media presence has given us excellent results in terms of user activity.

We should definitely try out more gamification, like quizzes, as that engages user activity. Weekly “fun fact” or “wine news” stories are also ideas to be considered.

Digital communication is the most impactful communication nowadays, if you ask me. All kinds of activity, especially stories from tastings and events, are the shortest way of sharing and receiving information and a tool that works and should be used whenever possible.

I am excited to become a part of a huge mechanism called DSF and to be able to influence our SoMe appearance. Now I just truly want to start to get going and see the results. But I have a good gut feeling.

BIO

Stine Pimenova holds a DSU diploma (2023) and has been part of Dansk Sommelier Forening since 2024. She works as a sommelier at Rvinbar.

She studied Multimedia Design at KEA and arts in Riga, where she comes from. Curious and thirsty.