Tasting Room Manager

Tasting Room Expo; California; On-site; USD 75,000 - 80,000; Full time

Benefits offered by this job

Employee wine benefits

Discounted wines

Sales bonus incentives

Gratuities/tips share

Job summary

Benessere Vineyards is seeking a Tasting Room Manager in St. Helena, CA, to lead the hospitality team and ensure an exceptional guest and member experience in a hands-on, full-time role.

You will oversee daily tasting room operations, coach staff on hospitality and sales, and collaborate on wine club initiatives and DTC campaigns, while maintaining Commerce7 and Tock; weekend availability is required.

Qualifications

• Experience leading a tasting room or hospitality team in a winery or luxury guest-focused setting.
• Strong communication and customer-service skills with a hospitality mindset.
• Proven ability to coach staff, drive sales, and build guest relationships.

Responsibilities

• Oversee daily tasting room operations and guest flow.
• Lead and supervise the hospitality team; manage scheduling and opening/closing.
• Host tastings and maintain consistent service standards across the team.

Skills

Hospitality leadership

Wine knowledge

Sales skills

Team coaching

Communication

Organization

Customer service

Guest relations

Tools

Commerce7

Tock

Job description

Benessere Vineyards – St. Helena, California

About Benessere Vineyards

Benessere Vineyards is a small, estate-driven winery in St. Helena specializing in Italian varietals grown in Napa Valley. Our tasting room is appointment-based and focused on warm, personal hospitality, thoughtful wine education, and building long-term relationships with our guests and members.

As a small, collaborative team, we offer the opportunity to be involved in multiple aspects of the winery business, contribute new ideas, and grow professionally.

Position Summary

The Tasting Room Manager is responsible for the day‑to‑day operation of the Benessere tasting room, leading the hospitality team and ensuring an exceptional guest and member experience.

This is a hands‑on management position. The Tasting Room Manager will regularly host guests while also overseeing the team, daily operations, sales execution, and tasting room standards.

Beyond tasting room operations, this position offers opportunities to collaborate on wine club initiatives, sales promotions, events, and broader direct‑to‑consumer (DTC) strategies.

We are looking for someone who is not only passionate about hospitality but also interested in learning and contributing to the business beyond the tasting room. For the right individual, there is potential to take on additional responsibilities and advance within the organization.

The position reports to the Director of Sales & Marketing.

Schedule

• Full‑time position
• Regular schedule of Wednesday through Sunday
• Weekend availability is required
• Additional availability may occasionally be needed for winery events, holidays, and special programs

Compensation

• Salary: $75,000–$80,000 annually, depending on experience
• Tasting room gratuities/tips, wine club commissions, and sales bonus
• Employee wine benefits and discounts
• Additional winery perks and incentives as offered

Responsibilities

Tasting Room Operations & Hospitality

• Oversee daily tasting room operations and guest flow.
• Lead, support, and provide day‑to‑day direction to the hospitality team.
• Manage tasting assignments, breaks, staffing coverage, and opening and closing procedures.
• Regularly host tastings and provide knowledgeable, personalized hospitality.
• Ensure consistent service standards across the team.
• Review daily reservations, VIP visits, member appointments, large groups, and special requests.
• Handle guest concerns and resolve issues when appropriate.
• Monitor tasting room wine, merchandise, food, and operating supply needs.

Team Leadership & Sales

• Lead by example in wine sales and membership conversations.
• Coach staff on hospitality, wine knowledge, sales techniques, and wine club conversions.
• Assist with scheduling, onboarding, and training tasting room staff.
• Help establish and achieve tasting room sales and membership goals.
• Foster a positive, collaborative team environment focused on hospitality and results.
• Communicate operational or staffing issues to the Director of Sales & Marketing.

Wine Club, Marketing & DTC Development

• Assist with wine club initiatives, including membership acquisition, retention, and member engagement.
• Collaborate on seasonal sales promotions, special offers, and winery campaigns.
• Help develop creative ideas to increase wine sales, guest visitation, and wine club memberships.
• Support wine club release events, member experiences, and other winery activities.
• Provide input on guest communications, promotional opportunities, and customer outreach.
• Work closely with the Director of Sales & Marketing on projects that support overall DTC growth.

Systems & Administration

• Maintain accurate use of Commerce7, Tock, and other tasting room systems.
• Assist with tracking tasting room sales, wine club signups, and team performance.
• Ensure accurate daily sales reporting and operational procedures.
• Support winery events, member events, and special experiences.

Qualifications

• Winery, hospitality, restaurant, luxury retail, or comparable guest‑service experience.
• Previous leadership or supervisory experience preferred.
• Strong communication, organization, and customer‑service skills.
• Strong wine sales and relationship‑building ability.
• Comfortable coaching and directing a small team.
• Knowledge of Napa Valley wines and Italian varietals preferred.
• Commerce7 and Tock experience a plus.
• Interest in wine club management, direct‑to‑consumer sales, and marketing is highly desirable.
• Self‑motivated, adaptable, and eager to take on new responsibilities.
• Weekend, holiday, and event availability required.

Physical Requirements

• Ability to stand and walk for extended periods.
• Ability to lift and carry wine cases up to approximately 40 pounds.
• Ability to work both indoors and outdoors.

Growth & Development Opportunities

At Benessere, we believe that great team members should have the opportunity to grow with the business.

While the primary focus of this role is managing our tasting room and hospitality team, the position offers exposure to broader winery operations, including wine club management, DTC sales, marketing campaigns, and business development.

As the winery continues to evolve, there is potential for the right candidate to expand their responsibilities and grow into a larger leadership role within our sales and hospitality operations.

Success in the Role

Success means maintaining a well‑run tasting room, developing a strong hospitality team, delivering consistently excellent guest experiences, and helping drive wine sales and long‑term customer relationships.

Beyond these core responsibilities, success also means bringing fresh ideas to the table, contributing to wine club and sales initiatives, and demonstrating the initiative and leadership to grow with the winery.

Contact Information

Benessere Vineyards Ltd.
Travis Scarborough