Here’s the scoop on how it all started.
Every morning, Evan watched a New York City sommelier, studying for the tasting section of a prestigious wine certification exam, ritualistically open a set of six crudely-packed mini wine bottles to blind taste, in an effort to train her palate. The wine bottles were packed by a friend back home to help her study. When she finished tasting, she would email home and ask for the wines’ identities to check her deductions. This got Evan thinking: There’s got to be a more effective way to train one’s wine palate, and not just for sommeliers but for all wine lovers.
Fast forward a few diligent years, we have figured out a high-quality production process, subjected it to sensory and lab analyses, jumped through regulatory hoops, created branding and packaging, and developed a wine evaluation tool that has morphed into a unique and effective wine education experience: Master the World.
This is no ordinary wine club – it is a wine club that will empower you to explore new wines, learn how to evaluate them, and decide for yourself what you like. No artificial intelligence telling you what to drink, no gimmicks, no swill.
Master The World is a new venture from industry veterans Master Sommelier Evan Goldstein and Limeng Stroh (Co-founder/CEO). Both are long-time business partners in Full Circle Wine Solutions, a leading California-based wine & spirits marketing and education firm. Wine education has always been the focus of their work, with Master the World a natural extension to their professional mission.
Master Sommelier & Chief Wine Officer
and Chief Executive Officer
Our startup is built by the amazing dedication and strong passion of these individuals. Please meet our team and the Master Sommeliers who taste, grid, and coach. Soon, our Master the World experience will give you the opportunity to book sessions with one of our Master Sommelier coaches.
Evan Goldstein calls himself “trilingual x 3:” He “speaks” three languages – wine, food, and wine-and-food pairings – and can do so in three languages to boot – French, Portuguese, and English. An internationally recognized authority and educator, Goldstein is a born teacher who has dedicated his adult life to introducing and sharing with others his passion for wine.
One of just 269 Master Sommeliers worldwide, Goldstein has authored four books, and co-authored several more. He is also principal, with business partner Limeng Stroh, of two companies: Full Circle Wine Solutions (President and Chief Education Officer) and Master the World™ (Co-founder and Chief Wine Officer). This people-person has a warm sense of humor, spreading the gospel of food, wine, and food-and-wine-pairings through “edu-tainment.” According to Goldstein, you should be able to “laugh while you are learning.”
Goldstein’s latest venture with Stroh is Master the World™ (MTW). An innovative wine education platform for wine enthusiasts and industry professionals, MTW comprises a blind tasting kit with a companion online evaluation experience designed to increase wine knowledge and train your palate.
Concurrently, Stroh and he run Full Circle Wine Solutions (FCWS), a top California-based wine marketing and education firm. As an “educators’ educator,” Goldstein has access to a huge network of contacts garnered over decades of wine industry experience. He created education programs, wine training and service hospitality schools with Seagram Chateau & Estates, Diageo, Allied Domecq, and Beam Wine Estates.
As a founding board member for the Court of Master Sommeliers, Goldstein, for the last 30 years has been training and examining candidates. Goldstein passed the prestigious Master Sommelier examination age 26 in 1987, just the eighth American to do so and youngest ever at the time.
Goldstein’s formal wine and food education began at age 19, working in the kitchens of Restaurant Le Saintongeais and the Hotel Lancaster in Paris, Auberge du Soleil in Napa Valley, and Chez Panisse Café in Berkeley, California.
In 1984 Goldstein joined his mother, chef, and author Joyce Goldstein, in opening the celebrated Square One where, as sommelier, his wine lists received myriad awards. Together, they went on to co-author Wine and Food Pairing in the Williams Sonoma Lifestyles series (1999). Once bitten by the writing bug, Goldstein wrote the critically acclaimed Perfect Pairings: A Master Sommelier’s Practical Advice for Partnering Wine with Food followed by a sequel and a book on South American wines.
Today, Goldstein continues to spread the gospel of wine and food. He has been included twice in IntoWine.com’s “Top 100 Most Influential People in the U.S. Wine Industry,” starting with the debut list released in 2013, and again in 2018.
Does this expert rest on his laurels? Not a chance! With new vintages, new regions, an industry that is constantly changing, you are constantly confronted with “I didn’t know that.” Wordsmith Evan Goldstein calls it being “Wine’s humble servant.”
Limeng Stroh takes an idea and turns it into a successful company. A born entrepreneur, Stroh thinks big and rolls up her sleeves to achieve the necessary to get a company off the ground. As an equally effective leader, Stroh then sets about growing that company for long-term success.
Stroh heads two wine-education-based companies with business partner Master Sommelier Evan Goldstein: Full Circle Wine Solutions, a top California-based wine and spirits marketing and education firm, and now Master The World™, an innovative wine education platform that equips users with an array of tools to enhance their tasting skills and their wine knowledge.
Founding Full Circle allowed Stroh to leave the corporate world behind. Stroh designed the company architecture from the ground up. Goldstein supplies the finest in wine education. Twelve years on they have organized and conducted close to 1,000 wine events on behalf of world-class regional and national wine organizations. In 2015, they launched their own industry symposium, the Full Circle Beverage Conference. This annual three-day event draws key buyers from around the U.S. for seminars hosted by Master Sommeliers and other leading industry experts.
Stroh’s latest venture with Goldstein, Master the World™, delivers the finest in wine education, teaching people how to taste and evaluate. From product development to compliance, she worked on every aspect. Stroh’s experience in distribution, sales and marketing, plus a willingness to get her hands dirty, and can-do-attitude as “encourager-in-chief,” all were critical to bringing concept to market.
During time together as colleagues at Beam Wine Estates/Allied Domecq Wines USA, Stroh and Goldstein fast developed an understanding as to how education helps marketing boost sales. This insight became the inspiration for Full Circle Wine Solutions, founded in 2008.
After earning an undergraduate degree in biology at Duke, Stroh was recruited to join Gallo’s prestigious Management Achievement Program. A superb cross-functional foundation was the result, from sales to international marketing to supply-chain forecasting and web business development. Later, at PepsiCo, Stroh deepened her strategic planning skills After earning her MBA from Harvard in 2003, Stroh relocated to the West Coast. There she worked at Beam Wine Estates/ Allied Domecq, rapidly ascending the corporate ladder to Group Marketing Director, managing some of the company’s valuable brands, accounting for almost three million cases of wine and 85% of company profits.
Stroh’s interest in wine developed during her years at Gallo. Her food palate, however, was cultivated from an early age, thanks to growing up in Singapore, which is famed for its cuisine. Today Stroh lives in the San Francisco Bay Area with her husband and her two daughters.