Tasting Room Professional Certification #111


Course Overview

This class, over 4 sessions, is designed to raise the level of sales and customer service skills for tasting room staff. This course explores the specific knowledge and skill sets required of a successful winery tasting room professional. WISE Tasting Room Professionals develop confidence in their wine knowledge and tasting ability while also building strong skills in sales and customer service. Beyond their clear command of the best in tasting room practices, these WISE Professionals also discover how to help the tasting room become a fully integrated part of the winery’s overall consumer direct program, with well integrated DTC channels. Students leave this course armed with the tools they need to create the kinds of positive guest experiences that lead to long term relationships and, ultimately, increased sales.

In this course, students will learn to:

  • Cultivate loyal fans
  • Deliver optimal service
  • Understand and recognize buying cues and behaviors
  • Set the stage for successful selling
  • Build rapport and tell stories
  • View sales in a positive light
  • Handle visitors responsibly
  • Compare and evaluate different experiences
  • Keep score of their DTC metrics

Coach(es): WISE Coaching Team Member, David Johnson, Rob Lorenz, Liz Mercer 
Cost: $700 $390
Certification Requirements: Wine Fluency #101 Course or Wine Fluency #101 – Test and Responsible Hospitality Certification

Successful completion of this course includes a passing grade of 75% or higher on the course test.  Successful completion of this course/test also allows the participant to be eligible for certification for the following course: WISE #121 Advanced Tasting Room Professional and WISE #211 Tasting Room Management .

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Course Content

Time: 24 hours

Curriculum is empty


  • Tasting Room Mystery Shopping Report - 180314 | Download

Upcoming Schedule



Our courses are led by highly qualified coaches; each is an expert in his or her own subject matter.


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$700.00 $390.00
Who Should Take This Course?

This course is designed for current tasting room employees and managers who want to improve their sales and service effectiveness, winery employees seeking a better understanding of tasting room best practices, and those with no industry experience seeking a position in a winery tasting room.