Tasting Room Wine Service & Sales

BECOME A TASTING ROOM PRO: 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.

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 for 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

Session 1

Mondays
Jan 30 & Feb 6
10-2pm

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

Hybrid - Room/Zoom

We've recently invested in some serious AV technology upgrades to create an integrated Hybrid Room/Zoom experience for all students, so each individual can choose to participate in-person as a "Roomer" with wine in their glass or online as a "Zoomer" with a custom tasting kit.  Both Roomers and Zoomers have the same wines and are able to engage with us and each other during these live classes. Recordings are also available within 1 business day after the class.  Learn more...

In-Person Location

San Francisco Wine School*
415 Grand Ave #301
South San Francisco, CA 94080
Click for parking and public transportation information

*See our latest COVID Safety Information

Online Info

You will receive the zoom link and any handouts needed a few days before class via email. Check spam and contact help@sfwineschool.com if you have not received it within 1 business day of your class/event.

If you have a tasting kit, it may be picked up at San Francisco Wine School or delivered across the US.  Wine parameter lists are available for those participating in locations where kits cannot be delivered.   View pickup and delivery options here.

Wine lists and instructions are included in your kit.  

$395pp* Registration Fee Includes

  • 8 hours of live class led by our industry-leading instructors
  • Guided tasting of wines selected by Master Sommelier David Glancy
  • Copies of the slide presentation
  • Recording of the class session (on request)
  • Tasting kit creation for online participants (delivery is available across the US for an additional fee

No exam or certification is issued for this program.

All attendees must be at least 21 years of age

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