Tasting Room Manager - Concannon

The Wine Group, 4596 Tesla Rd., Livermore, California, United States of America Req #1387
Tuesday, July 19, 2022
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. 


This position is responsible for the total customer experience in the Concannon Estate Tasting Room, delivering on sales and club acquisition goals while providing a rewarding work environment and best-in-class service in a high volume, customer centric environment. The Tasting Room Manager coordinates all aspects of the 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, Tasting Room events staffing, wine education, and conducting tastings and elevated experiences when required
  • Driving sales and Club acquisition results within all sales and experience venues (i.e., tasting room, seated tastings, and other on-site tasting spaces and experiences)
  • Creating and developing memorable, world-class experiences for all guests via small and large group wine tastings and events, winery tours, educational experiences, and Wine Club offerings/spaces
  • 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
  • Managing monthly inventory process for Tasting Room
  • Assembling and developing a high performing staff and providing consistent training, analytics, motivation, and other activities required to drive success
  • Working alongside and overseeing staff in the Tasting Room to create a warm, welcoming environment. Set high standards and hold staff accountable to those standards
  • Collaborating and working well within the overall retail sales team management to coordinate consumer, trade, VIP, Wine Club, groups, Tasting Room events and other visits to assure high quality service and execution
  • Developing and building partnerships within the company, including Hospitality, Logistics, Wine Club, Marketing, Winemaking/Production, Accounting etc., as well as the community
  • Identifying successful strategies and developing and implementing tactical plans to impact change when needed
  • Annual performance reviews for full time and part time Tasting Room staff
  • Collaboration with full time Tasting Toom staff on monthly staff scheduling, tasting experiences, events, etc.
  • Community involvement and networking to drive brand awareness and local businesses to winery
  • Understanding and identifying sales and commissions reporting
  • Reports to: Director of Sales and Hospitality
  • Reporting to this position: Concannon Estate Winery Tasting Room Supervisor, Full-time Wine Specialist, and part time tasting room staff


  • Meet/Exceed sales goals: Wine and non-wine merchandise
    • Drive volume and margin while managing product mix
    • Increase average sales per visitor and average bottle price
    • Upsell guests into elevated experiences
    • Set annual Tasting Room plans and budgets, and participate in monthly budget and benchmarking reviews
  • Cultivate a high performing sales organization
    • Recruitment, motivation, and training (e.g., sales, promotions, Club offerings, experiences)
    • Mentor and review Tasting Room 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, and manage monthly sales commissions and tipping programs
    • Manage an efficient labor budget to include assigning/directing work and managing and mitigating overtime
    • Review and approve weekly timecards for direct reports
  • Develop effective sales promotions and policies (in conjunction with cross-functional teams)
    • Floor promotions and discount policies
    • Wine Club and seasonal programs
    • Events
  • Increase customer acquisition
    • Drive Wine Club member acquisition
    • Ensure name/email capture
  • Execute best-in-class Wine Club, tasting and elevated experiences, and Tasting Room events
    • Customer satisfaction and loyalty
    • Elevate staff’s wine knowledge, specific to Concannon 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.
    • Manages end of day reporting and ensures safe handling of cash deposits
  • 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
  • 4+ 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-paced 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
Location on Google Maps
  • The Wine Group, 4596 Tesla Rd., Livermore, California, United States of America