Meet the Judges of BIWC 2025: Pasi Ketolainen MW
As part of our ongoing series introducing the distinguished jury of the 14th edition of the Balkans International Wine Competition, we are proud to welcome Pasi Ketolainen MW, MBA, as a judge for the first time in 2025.
Pasi Ketolainen became a Master of Wine in 2020, joining one of the most respected circles in the wine world. With a background in hospitality management, an MBA, and decades of hands-on experience, he brings a rare blend of academic knowledge, sommelier practice, commercial insight, and product development. He was one of the first graduates in Finland to complete the WSET Diploma, and has worked in senior roles for wine importers, judged in international competitions, and advised on customer strategy and startup development. Fluent in four languages and deeply involved in the wine world both professionally and academically, he is also a passionate educator and wine taster.
In his first year judging at BIWC, Pasi shares his impressions of the Balkan wine scene, his personal philosophy on what makes a wine truly exceptional, and how competitions can play a key role in shaping winemakers’ choices and understanding of global markets.
Read the full interview below.
If this is your first time as a judge in BIWC, what are your expectations?
I have judged in various wine competitions since 2021 and have always discovered interesting wines, fellow judges, and excellent educational programs provided by the organizers. Based on my very positive experience at the Open Balkan Wine Fair in 2022 and 2024, I’ve tasted many interesting and high-quality wines from Balkan countries that are not yet widely known on international markets. In the Nordic markets, with which I am most familiar, these wines are still not even widely available. As this is my first time judging at BIWC in 2025, I am very curious to learn more about Balkan wines and to discover those with export potential. I am also eager to meet and learn from the local wine professionals who are deeply dedicated to their craft—this is always a motivating personal factor in wine competitions. I also believe I might be able to help participants with their future export strategies.
What makes a wine truly exceptional in your opinion – balance, terroir, style, or something else?
Value for money and authenticity are not just competitive advantages—they are essential features for any wine aiming to be commercially successful. Taste and preferences are purely subjective, and “terroir” is often too complicated a concept for most consumers. Of course, origin matters and makes each style relevant, but first, consumers need to be charmed into learning more about the wine they are tasting. With thousands of commercial messages bombarding them daily, the message needs to be short, convincing, and—ideally—delivered with a touch of humor to brighten a stressful day. The setting also matters. Conditions for enjoyment must be optimal to seduce consumers into discovering why a particular glass of wine is exceptional.
Early in my career, I learned a motto: hardly any winemaker intentionally aims to make wine with minimum effort and maximum quality, but sometimes the context just isn’t right. Balance is crucial—but also depends on the occasion, mood, and how the wine is served. Even the greatest Champagne may not leave a “once-in-a-lifetime” impression if served at a funeral or with bad food on a terrible date. Since wine is often consumed in a social context, trends, status, and peer opinions matter. It takes strong self-confidence to fall in love with a wine that others in the group judge negatively.
The wine industry as a whole is struggling with decreasing consumption and growing competition from other beverages. It hasn’t fully managed to inspire the younger generations by focusing too much on product details. Other beverage groups have been more successful in tying themselves to lifestyle, pleasure, and moments. But wine remains an essential part of everyday life and culture in many European countries. As an industry, we need to better communicate this cultural value and variety to consumers.
Very few consumers understand vintages, production methods, grape varieties, or specific origins. In my opinion, a great price-to-quality ratio, sustainability, and easy-to-remember uniqueness (not necessarily expensive) are essential for success. Aging potential is not relevant for most consumers, but of course, the industry must continue to serve the segments for whom it matters. In general, we should maintain a childlike curiosity about the diverse needs of tens of different customer segments and demonstrate professionalism by being able to meet those varied demands.
Why do you think participating in the competition is important for winemakers? What benefits can it bring them?
Competitions broaden the understanding of different styles and winemaking approaches, even for winemakers themselves. They provide opportunities to observe a wide range of expressions within categories and inspire new choices during different stages of production.
Competitions also help winemakers better understand the commercial aspects of demand and identify which styles might be appreciated in the market. Conversations with professionals from various industry segments improve communication, too. Personally, I have learned a lot from winemakers in such conversations—they have deep technical understanding and know how certain methods result in specific wine styles. It’s essential to understand how different styles are achieved and how to communicate those results to consumers.
In many cases, winemakers are introduced to styles and wines they wouldn’t otherwise encounter in their everyday environment. That’s why competitions also serve as a great learning opportunity—to reflect on one’s own choices and innovate their personal winemaking style.
