SOMLYAY is a premier full-service hospitality agency with both national and global reach. Led by founder and Chief “Vinnovation” Officer Erik Segelbaum—an industry trailblazer with over 30 years of experience—SOMLYAY offers a comprehensive suite of bespoke services tailored to every facet of the hospitality world, from on-premise operations and supply-side strategy to private consumer experiences. By assessing each client’s unique needs, SOMLYAY delivers innovative, strategic solutions designed to streamline operations, enhance profitability, and achieve unparalleled excellence.

Our services.

  • Program Building

    Restaurants, Hotels, Wine Bars, & Cruise Lines

    Whether designing a beverage program from the ground up or enhancing the operational and financial efficiency of an existing one, Erik Segelbaum brings unmatched expertise to the table. With a proven track record of developing and improving dozens of profitable, award-winning beverage programs, Erik ensures your operation achieves both excellence and sustainability.

  • Profitability & long term strategy

    Restaurants, Hotels, Wine Bars, Tasting Rooms & Cruise Lines

    Erik Segelbaum conducts a comprehensive analysis of your beverage program, focusing on boosting revenue and maximizing profitability. With decades of expertise in financial operations for beverage programs, Erik identifies inefficiencies and crafts tailored strategies for sustainable success. No matter the size or complexity of your program, Erik’s solutions will enhance operational efficiency and strengthen your financial position.

  • Staff Training

    On-premise, Off-premise, Suppliers, & Brands

    Erik Segelbaum combines expertise in sales, education, and service to deliver impactful training that drives results. Focusing on the "how and why," he leverages proven elements of transactional psychology to equip teams with the tools and confidence needed to engage customers effectively. From distribution sales teams to sommeliers and restaurant service staff, Erik’s tailored training programs consistently boost sales confidence, customer engagement, and profitability, ensuring long-term success for your business.

  • General Consulting

    If you’re unsure where to start but know your operations need improvement, we’re here to help. With Erik Segelbaum’s leadership in opening over 30 successful restaurants and hotels and running $100 million+ beverage programs, we bring proven solutions to streamline operations, enhance efficiency, and achieve your goals. Let us guide you toward measurable success with expert insights tailored to your needs.