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Tasting Room Manager - Imagery Winery

The Wine Group, 1883 London Ranch Rd., Glen Ellen, California, United States of America Req #79
Friday, March 6, 2020
At The Wine Group we are passionate about our people, our future and our wine. We are America’s second largest wine producer by volume with over 1,200 employees globally across 12 locations in California, New York and Australia. We are proud to be responsible for many of America’s most beloved wine brands, including Cupcake, Franzia, Chloe, Concannon, Benziger, Imagery, AVA Grace, 7 Deadly and more. We are dedicated to our culture built on values like entrepreneurialism, innovation, social responsibility and stewardship. To learn about us and our career opportunities, check us out at and then come join the exciting journey at The Wine Group.

Dedicated to crafting rare wines from uncommon varietals and character-rich vineyards, Imagery Estate Winery was forged from a thirst for experimentation. Worldly wines like Malbec, Tempranillo, and Lagrein will broaden the horizon of anyone, from aspiring wino to seasoned connoisseur. We shine the spotlight on interesting varietals, wine rock stars that are all too often swallowed up in big blends. Visit our estate and you’ll find that taste won’t be the only sense stimulated. Delight your eyes as well as your palate with access to our unique art collection. 


The Tasting Room Manager role at Imagery Estate Winery reports directly to the Director of Sales and Hospitality. The individual represents TWG core values and embodies brand integrity. The Tasting Room Manager is responsible for the total customer experience in the Imagery Estate Winery Tasting Room, delivering on sales, wine club and name acquisition goals while providing best-in-class service in a high volume, customer centric environment.  Imagery Estate Winery hosts 35K visitors per year through the Tasting Room, and over 15 full and part-time Tasting Room staff report to the Tasting Room Manager position.

  • The Tasting Room Manager coordinates all aspects of Imagery Estate Winery’s Tasting Room, and will be expected to be a leader in the following areas:
  • Managing and coordinating all daily consumer facing activities on property, including greeting visitors, providing tastings, wine education and tour and tasting room events staffing
  • Driving wine sales and club acquisition results within all sales and experience venues (i.e. tasting room, seated tastings, other on-site tasting spaces and/or tours)
  • Remaining focused on sales and margin, while not losing focus on excellent customer service and experience
  • Recognizing how to match the diverse individual customer types with the customer experiences that will deliver the greatest margin for the company
  • Assembling a high performing staff and providing consistent training, analytics, motivation and other activities required to drive success
  • Setting high standards and holding staff accountable to those standards
  • Collaborating and working well within the overall retail sales team management to coordinate consumer, trade, VIP, wine club, large groups, tasting room events and other visits to assure high quality service and execution
  • Developing and building partnerships within the company, including Benziger Family Winery Tasting Room, Tours, Hospitality, Direct Marketing, Marketing, Sales, Winemaking/Production and Accounting, as well as the community
  • Identifying successful strategies and developing and implementing tactical plans in order to impact change when needed
  • Understanding and identifying with sales reporting


  • Meet/Exceed sales goals: Wine & non-wine merchandise
    • Drive volume and margin while managing product mix
    • Increase average sales per visitor and average bottle price
    • Upsell guests from main bar into elevated tasting experiences
    • Assist in setting annual Tasting Room budgets and monthly budget reviews
  • Cultivate a high performing sales organization
    • Recruitment, motivation and training (e.g. sales, promotions, club offerings, experiences)
    • Mentor and review supervisors and staff, addressing complaints and resolving conflicts
    • Schedule and conduct regular staff meetings, tastings, seminars and other events to enhance communication and teamwork
    • Develop and implement effective sales incentives
    • Manage an efficient labor budget to include assigning/directing work and managing and mitigating overtime
    • Review and approve weekly time cards
  • Increase wine club acquisition
    • Growing the wine club membership across three unique wine clubs, while managing attrition
  • Develop effective sales promotions and policies (in conjunction with cross-functional teams)
    • Floor promotions and discount policies
    • Wine Club and seasonal programs
  • Drive visitorship and traffic
    • Developing and driving visitorship tactics to the Tasting Room while exceeding per person and per bottle sales
  • Increase customer acquisition
    • Wine club member acquisition
    • Name/email capture
    • Referrals to Benziger Family Winery
  • Execute best-in-class wine club, tour and tasting experiences, and tasting room events
    • Customer satisfaction and loyalty
    • Elevate staff’s wine knowledge, specific to Imagery Estate Winery and general wine knowledge where appropriate (i.e. Burgundy, Bordeaux, etc.)
    • Ensure sales staff understands and communicates brand messaging
    • Ensure appropriate staffing/schedules and communicate schedule to staff
  • Retail Operations
    • Opening and closing, cash management, etc.


  • This job description reflects management’s assignment of general functions; it does not restrict the tasks that may be assigned.


  • Must be 21 years of age
  • High School Diploma or Equivalent required
  • College degree in retail/business management or hospitality, or equivalent experience strongly preferred
  • Must hold a valid driver’s license
  • 2+ years of prior relevant experience in a managerial role is required; candidates with tasting room retail, direct to consumer sales, restaurant or hotel experience will be preferred
  • Must be available to work weekends, special events and holidays
  • Excellent communication, organizational and interpersonal skills are a must
  • Superior customer service skills and service driven
  • Friendly, positive and professional disposition when dealing with guests, vendors and team members
  • Demonstrated ability to multi-task, follow-up and work in a fast pace environment under pressure
  • Must have strong attention to detail
  • Pro-active and thorough in completing existing tasks and pursuing new assignments
  • Ability to work independently with minimal direct supervision
  • Demonstrated reliability, punctuality, and adherence to all safety regulations and operating procedures
  • Maintain a professional appearance at all times
  • Enthusiasm for wine and interest in expanding expertise


  • Must be able to frequently lift and carry weights of up to 40 pounds at varying frequencies
  • Ability to operate various types of machinery to include, but not limited to, lift trucks, hand trucks, dishwashers etc.
  • Ability to perform tasks requiring bending, stooping, standing, and twisting
  • Ability to stand for long periods of time

At The Wine Group, we are proud to be an equal opportunity employer and we are committed to an environment of mutual respect, diversity and inclusion. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, genetic information, national origin, disability, protected veteran status or other characteristic protected by law.


Other details

  • Job Family Hospitality
  • Job Function Hospitality
  • Pay Type Salary
  • The Wine Group, 1883 London Ranch Rd., Glen Ellen, California, United States of America