Tasting Room Wine Service & Sales

Notify me when space is available:

Program Description

Stand Out Amongst Your Peers with Exceptional Service and Salesmanship!

Professional tasting room wine service and a host's ability to understand and engage with a guest's interests is critical for improving sales. This 8-hour program is designed for winery staff and managers who want to learn to speak effectively about wine with their guests and sell (more) wine and club memberships in the tasting room! Tasting Room Wine Service & Sales is perfect for students new to tasting rooms &/or wine, as well as experienced tasting room staff. It is also ideal for tasting room managers and winery owners looking to design or improve club membership programs, create unique winery and virtual experiences, and cultivate customer loyalty to increase membership base and profitable DTC sales.

This important course created by Master Sommelier David Glancy imparts the artful strategy involved in speaking about wine with your guests, understanding your winery's portfolio as it compares to the rest of the world, suggesting food & wine pairing experiences, and creating bottle and club membership sales through service, all while improving bottom-line profitability. With lessons that are immediately useful in the tasting room, this class will help students take their sales and service skills to the next level.

Wines & Menus may be customized for private training.

Program Syllabus 

Service & Tasting

  • Reasons & methods of decanting
  • Safe sparkling wine service
  • Steps to Tasting
  • Structural Elements of Wine

Describing Wines & Principles of Food Pairing

  • Using Guest Language vs Jargon
  • Connecting Wine Descriptions to Food
  • Matching the intensity of the food & wine
  • Impact of salt, acid, sugar, fat, & spice

Creating Profitable Wine Clubs & Promoting DTC Sales

  • Importance of Wine Clubs & DTC Sales
  • Options in structuring Wine Clubs
  • Ways to drive club signups

Customer Service for Groups, Individuals & Virtual Tastings

  • Tasting Room Options
  • Social Media Opportunities
  • Private & Virtual Experience Options
  • Mystery Shopping & Staff Training

      2022 Session Dates and Times

      Session 1

      May 10 - 31

      This program is also available to private groups.  We'll use your lists and menu to create customized training for your team.  Contact help@sfwineschool.com for scheduling.



      Group discounts are available.  

      Formats Available

      Hybrid - Room/Zoom - NEW!

      We've recently invested in some serious AV technology upgrades to create an integrated Hybrid Room/Zoom experience for all students.  Both "Roomers" and "Zoomers" are able to engage with us and each other during these live classes.  Recordings are also available after the class.  Whether you are excited to return to our beautiful venue in person with wine in your glass or are enjoying the convenience of home learning with a tasting kit, you can choose the experience that's right for YOU!  Learn more...

      In-Person Location

      San Francisco Wine School*
      415 Grand Ave #301
      South San Francisco, CA 94080
      Click for parking, public transit, dining & hotel information

      *See our latest COVID Safety Information

      Guided Tasting Exercises

      Wine is included in this program.  Students will taste flights selected by Master Sommelier David Glancy and our Cellar Master to bring learning objectives to life and practice your tasting techniques. 

      Roomers will have wine in their glass in the classroom.  Zoomers will have tasting kits they can either pickup or have delivered for an additional fee.  View wine pickup and delivery options. 


      All attendees must be at least 21 years of age

      Customer Reviews

      Based on 1 review Write a review