Tasting Room Management Certification #211 - Wine Industry Sales Education
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Tasting Room Management Certification #211


Course Overview

This 3-day course focuses on the strategic needs of tasting room managers. Topics include team management, retail and merchandising fundamentals, and sales best practices and measurement techniques. At the completion of this course, tasting room professionals will have tools for managing up, down, and in the mirror. They will be well-versed in all aspects of leading a team to business success.

Tasting room professionals will enhance their skills in the following areas:

  • Hiring, training, managing and firing staff
  • Motivating, measuring, and rewarding behaviors
  • Leadership and communication skills
  • Selling and merchandising
  • Planning, budgeting, and goal setting

Instructors: David Johnson, Kathie Barclay, Liz Mercer
Cost: $990
Prerequisites: Tasting Room Professional Certification #111, Wine Management #201, Demystifying Finance & Accounting #203 or WISE #203 and Responsible Hospitality Certification

Course Content

Time: 24 hours

Curriculum is empty


Upcoming Schedule


David has a successful career working in the wine industry for over 20 years. He is currently the Hospitality Director at Quixote Winery with general management responsibilities for overseeing overall winery operations. He worked as the Hospitality Director at Larson Family Winery and with his success creation of marketing strategies, cost controls, and organizational development the winery experienced an immediate increase in its profits. As the Consumer Direct Manager he breathed new life into the consumer direct functions at The Hess Collection Winery, and before that he was the Visitor Center Manager at Domaine Carneros Winery for a number of years.


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Who should take this course?

This certification class is designed for current Tasting Room Managers who want to increase their effectiveness. It will also benefit winery managers seeking a better understanding of tasting room best practices and those who need multiple WISE Level II Certificates to begin their Level III DTC Leadership coursework. This course is also a valuable resource for those with tasting room experience who are seeking to expand their role. (Prerequisite: Graduate of WISE #111 or test out, plus WISE #201 or #203.)