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Tasting Room Manager - Glen Ellen, CA

Company: The Wine Group
Job type: full-time
Category: Public Relations and Communications

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Job description

Established in 1981 The Wine Group (TWG) is a privately-held, management-owned company with a portfolio of leading brands, including Cupcake, Concannon, Benziger, Imagery, Chloe, Franzia, and many other brands.

The Wine Group is one of the top leaders in the wine industry. As a privately held management-owned company with 14 wineries in California, New York, and Australia, we thrive to win with exceptional people who share our values. We produce many well-known brands including Franzia, Cupcake, Chloe, Flip Flop, Save Me San Francisco, Insurrection, Concannon, Benziger and Imagery. We are a successful company looking to employ talented individuals on our team who are self-motivated, positive and energetic. If this sounds like you, we encourage you to apply!


This high profile position is responsible for the total customer experience on tour and in the Benziger Family Winery tasting room, delivering on the sales and club acquisition goals, and providing best of class service in a high volume, customer-centric environment.


Managing and assembling a high performing Tasting room staff, and providing the training and motivation required to drive success.
Managing and coordinating all daily consumer-facing activities on the property, including guest services, tours, and tastings.
Driving sales and club acquisition results within all sales and experience venues (i.e. tasting rooms and tours) under the manager's direction.
Collaborating and working well within the overall retail sales team management that includes the Imagery Estate Winery Tasting Room Manager, Hospitality Manager, Direct Marketing Manager, Retail Brand and Merchandising Manager, Tour Manager and the V.P. of Sales.
Identifying successful strategies and developing and implementing tactical plans in order to impact change when needed.
Understanding and identifying with sales reporting.


Remaining focused on sales and margin, while not losing focus on customer experience.
Recognizing how to match the diverse individual customer types with the customer experience that will deliver the greatest margin for the company.
Setting high standards and holding staff accountable to those standards.
Developing and building partnerships within the company, including Hospitality, Direct Marketing, Marketing, Winemaking/Production and Accounting, as well as the community.
Meet/Exceed sales goals: Wine and non-wine merchandise
Increase average sales per visitor
Increase average bottle price
Upsell guests from main bar into high end reserve rooms
Cultivate a high performing sales organization
Recruitment, training and motivation
Mentor and review supervisors and staff
Develop and implement effective sales incentives
Manage an efficient labor budget
Develop effective sales promotions
Discount policies
Floor promotions
Seasonal programs
Increase customer acquisition
Wine club member acquisition
Name/email capture
Referrals to Imagery Estate Winery
Execute best in class tour and tasting room experiences
Customer satisfaction and loyalty
Elevate staff's wine knowledge, specific to Benziger Family Winery and general wine knowledge where appropriate (i.e. Burgundy, Bordeaux, etc.)
Ensure sales staff understands and communicates brand messaging
Retail and Tour Operations
Staff schedules, tour vehicles, opening and closing, cash management, etc.
Reporting to this position
Full time tasting room staff (currently three)
Part time tasting room staff (approximately 20)
Tour Manager (with a team of approximately six people)
Reports to: Vice President of Sales
This job description reflects management's assignment of general functions; it does not restrict the tasks that may be assigned.

Mandatory: 3-5 years of Tasting Room Management, Fine Dining or Restaurant management,or Direct to Consumer Wine Management experience
Mandatory: Possess strong knowledge of Wine and/or the wine industry
College degree preferred but not mandatory
Intermediate to Advanced Word and Excel skills
Strong knowledge of retail POS Systems
Comfortable with Sales reporting
Demonstrated track record of building and managing effective sales teams.
Valid Drivers License.

Must be able to perform tasks requiring bending, stooping, standing and twisting in the performance of various tasks in a Tasting Room environment
Must be able to stand for an extended period of time when required. Category: Marketing and Biz Dev , Keywords: Brand Manager

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