I’ve covered the importance of training new tasting room staff in a previous article, but just as valuable, is selecting the right people to work in your tasting room in the first place.
Wine knowledge...
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...
Wine club parties are a vital part of club member retention and can be as simple as a vineyard seminar with a box lunch or as elaborate as a Mediterranean cruise. In my experience members really enjoy...
Long-time wine world expert teaches online class at UC Davis
Craig Root
February 20, 2026 – Wine industry expert Craig A. Root and digital wine space expert Paul Mabray are teaching a one-session class...
It’s a good idea to find out what your tasting room is like when you, the manager or owner, are not around.
By Craig Root
As a former tasting room manager, I never minded when my boss used mystery...
Some simple considerations toward staff and visitors can make a difference to your bottom line.
By Craig Root
When I conduct a design review with owners and architects for a new or remodeled tasting...
Don’t limit your search before you consider all possibilities.
By Craig Root
NOTE: With tipping now allowed, some full-time tasting room staff are making $50,000 to $100,000 per year (when you add...
Wine clubs should have two budget reports, because clubs (generally) don’t pay as many operating costs as the tasting room.
By Craig Root
First of all, I am a huge fan of wine clubs.
In addition...
You can save time and money by asking visitors what they want — and what they don’t.
By Craig Root
In a WIA article posted November 8, 2024, I discussed using onsite polling to evaluate customer...
Asking visitors their opinion can clarify your tasting room directives.
By Craig Root
If you’re like me, you’re probably numb to polling requests. Every restaurant, phone company, plumbing company,...
Here are some tips on making sure your trade visits stand out from your competition.
By Craig Root
The importance of treating trade visitors well cannot be overstated.
Trade visits, which welcome...
I have given more than 4,000 winery tours, and I’m convinced that people who go on tour buy more and join wine clubs at a higher rate.
By Craig Root
Budweiser plants offer tours. The Jelly Belly jelly...
Before you ask for the sale, here are some tips on building a bond with customers.
By Craig Root
One of the things I stress with new and veteran tasting room employees is the concept of “helpful...
