I’ve done a lot of tasting room evaluations, and one thing that always baffles me is the poor initial and ongoing training for new and veteran staff.
Since most wineries in the U.S. would struggle without tasting room and wine club sales, why is training often so lax? I honestly believe that in many cases, top management is dropping the ball.
Typically, when new staff members start, they are introduced to the team, given a tour, introduced to the winemaking staff, shown the vineyards, and maybe introduced to the owner or president. They are then thrown into the deep end and told to shadow existing staff. And that’s it.
Of course, there are variations in what I’ve just described, but clearly things could be improved.
Yes, you should do all the above as part of first-day introductory training, but here is what else you could do:
Create a binder or file containing important knowledge for new staff to learn. The tasting room manager should take the time to review the file section by section with each new employee. Then, after the new staff member has worked on the floor and shadowed senior staff, the manager or assistant manager should revisit the binder to connect the material with the real-world experience the employee has gained during the first week.
The file sections should include, but not be limited to, the following (and make sure your HR department has reviewed the contents):
- Opening and closing procedures
- Your winery story and history
This is vital to customer interaction and creating authentic connections with guests. - Your wines and winemaker notes
This section should be updated periodically as vintages and releases change. - Sales techniques
For example, how to use open-ended questions to engage guests and learn about their preferences. When you ask a couple about other wineries they’ve visited, wines they’ve enjoyed, or restaurants they’ve dined at, you are engaging and profiling those guests in a meaningful way. This section should receive special attention and regular updates. - Responsible hospitality
This section requires professional input from a trained, licensed educator such as TIPS or another organization recommended by your state Alcohol Beverage Commission. - Your wine club
Include all club mechanics and how to professionally introduce and sell memberships. - Shipping procedures
- Safety procedures
Include tasting room safety, grounds safety, and tour safety. For example, where is the accident report form kept? Sooner or later, a visitor may slip and fall. A new employee needs to know where forms are located and how to complete them under a manager’s direction if they witnessed or responded to the incident. This can save significant time and money in the event of a lawsuit.
Of course, you may want to add additional sections, but documenting and reviewing procedures is extremely important for both your staff and your sales goals.
For example, I can’t tell you how many times I’ve trained existing staff and asked, “Do you have an accident form?” The answer is usually yes. Then I ask, “Where is it kept?” and nobody knows.
Likewise, many staff members are unaware that state Alcohol Beverage Commissions or local sheriff departments may send underage decoys into tasting rooms to test whether employees are checking IDs. Even more concerning, staff often do not understand that violations can have serious consequences not only for the winery, but personally for the employee involved.
Great Wine + Great Training = Great Customer Experience
Obviously, effective training is about more than just creating a binder. But putting everything in writing and reviewing it thoroughly sends a message to employees that you are serious about them and the work they do for your winery.
Ongoing training is equally important. Provide regular handouts and updates that staff can add to the binder over time. This could include an after-hours presentation from your viticulturist, a customer service workshop, or guest speakers from outside industries. As a manager, I once brought in a trainer who worked with National Park Service tour guides, and he shared some outstanding communication techniques
A well-trained staff can boost profits, improve wine club conversions, strengthen customer loyalty, and leave visitors with a positive impression of your tasting room.
Craig Root has more than 30 years experience working with tasting rooms. For more than 13 years, he was first staff and then a successful manager. In the last 20 years, he has consulted with more than 150 tasting rooms (including over 90 start-ups, mostly in the United States but also in China, Canada and France). He is the only person who lectures on tasting room design and management at UC Davis in its continuing and professional development division.
