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Lua Shmeleva has been appointed as Wine Director at Baccarat Hotel New York. In this role, she oversees the hotel’s wine program which includes the Grand Salon, The Bar, in-room dining, private bar service, and catered events. Shmeleva was born in Moscow and developed an early interest in wine under the guidance of a mentor. She earned a bachelor’s degree in finance and worked in investment banking while also working as a sommelier. She completed her Court of Master Sommeliers certification in London and has built a global career in luxury and fine-dining establishments.
The Baccarat Hotel New York’s appointment of Luba Shmeleva as its new Wine Director comes amid a shift in luxury hospitality beverage strategy. Shmeleva, born in Moscow, blends an investment‑banking background with extensive sommelier experience. She guided the Equinox Hotel to Wine Spectator’s Best of Award of Excellence—a distinction that requires at least 350 distinct selections across multiple regions.
In New York City, leading hotel programs typically carry between 500 and 700 distinct labels; Shmeleva is set to navigate that range. The announcement comes amid a sharp rise in RTDs, with over 100 % year‑on‑year growth in 2026, while luxury hospitality increased beverage spend by 6.2 % in 2025.
Baccarat’s program is exclusive to on‑premise use; distributors will not receive third‑party shelf space. The hotel partners with a certified CMS and has earned the Best of Award, indicating it relies on boutique suppliers capable of high standards.
Upscale bar operators may model their offerings after Shmeleva’s appointment. Pairing premium wines with an expert sommelier builds narratives that encourage repeat patronage, potentially raising lifetime value for a venue’s bar and dining rooms.
Her boutique consultancy focuses on private cellars and bespoke dinners, hinting at future curated tasting events beyond Baccarat’s own rooms—a format high‑end restaurants could adopt to distinguish themselves from RTDs.
Retail buyers focused on wine must differentiate between sommelier‑led programs and the surge of ready‑to‑drink options. Retailers can respond by stocking broader selections from boutique producers, aligning with Shmeleva’s likely approach at Baccarat.
For distributors, bars, and specialty retailers targeting the high‑end market, this appointment underscores the importance of curated portfolios in the 500–700‑label range and the value of partnering with sommelier‑certified experts who can translate selections into memorable experiences.
Original Press Release
Luba Shmeleva has been appointed Wine Director at Baccarat Hotel New York. In this role, she oversees the entire wine program at the flagship property which includes the Grand Salon, The Bar, in-room dining, private bar service, and catered events.
Born and raised in Moscow, Russia, Luba developed an early interest in wine and spirits under the guidance of a seasoned mentor who was an avid wine collector. After earning a bachelor’s degree in finance, she began a career in investment banking while simultaneously working part-time as a sommelier to continue cultivating her passion for wine. During this time, she completed her Court of Master Sommeliers (CMS) certification in London, further solidifying her professional foundation in wine and hospitality.
After three years in finance, Luba transitioned fully into wine and hospitality, building a distinguished, global career across luxury and fine-dining establishments in the Bahamas, Dubai, Moscow, London, and New York City. Her work has focused on elevating existing wine and cocktail programs, enhancing guest experiences, and strengthening beverage strategy for high-end venues worldwide. Most recently, Luba helped transform the wine program at the Equinox Hotel, contributing to the property achieving Wine Spectator’s prestigious Best of Award of Excellence.
In addition to her experience as a wine director, Luba operates a boutique wine consultancy specializing in the development of private collector wine cellars and the organization of bespoke wine dinners. She is also actively involved with Help For Children, supporting the organization’s fundraising efforts through her participation in wine-focused charitable events.
For reservations and additional information, please call 212.790.8800 or visit Baccarat Hotel New York.
Sources consulted (web research):
- Luba Shmeleva Elevating Wine Excellence At Baccarat Hotel
- Lyubov Shmeleva Aa4111a7
- 278808 Luba Shmeleva
- Wine Industry Faces A Structural Reset
- Winespectator site
Source: BevNET