Assistant Tasting Room Manager - Benziger Family Winery

Hospitality (Tasting Room & Events)
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The Wine Group is one of the top leaders in the wine industry. As a privately held management-owned company with 12 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!

JOB SUMMARY                                                                                                                                     

In conjunction with the Tasting Room Manager, this position is responsible for the total customer experience in the Benziger Family Winery Tasting Room, delivering on the sales and club acquisition goals while providing best-in-class service in a high volume, customer centric environment. 

The Assistant Tasting Room Manager will assist the Tasting Room Manager with leadership in the following areas:

  • Managing and coordinating all daily consumer facing activities on property, including guest services, tasting room events and elevated experiences and tastings
  • Driving sales and club acquisition results within all sales and experience venues (i.e. tasting room, seated tastings, other on-site tasting spaces and tours)
  • 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 experiences that will deliver the greatest margin for the company
  • Assembling a high performing staff and providing the training and motivation required to drive success
  • Setting high standards and holding staff accountable to those standards
  • Collaborating and working well within the overall DTC team management which includes the Benziger Family Winery Tasting Room Manager, Imagery Estate Winery Tasting Room Manager, Hospitality Manager, Direct Sales Manager, Retail Sales Manager, Tour Manager, DTC Marketing Manager, Director of Sales and Hospitality, V.P. of Sales Analytics and V.P of DTC
  • Developing and building partnerships within the company, including Hospitality, Direct Sales, Marketing, 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
  • Acts as manager-on-duty when Tasting Room Manager is not present
  • Reporting to this position: Part-time tasting room staff

ESSENTIAL FUNCTIONS                                                                                                                                                                                                           

  • Meet/Exceed sales goals: Wine & non-wine merchandise
    • Drive volume and margin while managing product mix
    • Increase average sales per visitor
    • Increase average bottle price
    • Upsell guests from main bar into elevated tasting experiences
  • Cultivate a high performing sales organization
    • Assist with recruitment, training, motivation and empowerment
    • Assign daily and monthly staffing schedules within budget, as requested by manager
    • Mentor and review part-time staff
    • Develop and implement effective sales incentives
    • Ability to hire and terminate staff
  • Develop effective sales promotions and policies (in conjunction with cross-functional teams)
    • Tasting Room promotions
    • Seasonal programs
    • Events
  • Increase customer acquisition
    • Wine club member acquisition
    • Name/email capture
    • Referrals to Imagery Estate Winery
  • Execute best-in-class wine club, tour and tasting experiences
    • Customer satisfaction & 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
    • Ensure appropriate staffing/schedules
    • Approve weekly payroll for part-time staff
  • Retail Operations
    • Opening and closing, cash management, inventory etc.
  • This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for their job. Duties, responsibilities, and activities may change at any time with or without notice.


  • 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
  • Min. two years of prior relevant experience in a managerial role required; tasting room retail, direct to consumer sales     
  •   and hospitality industry 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
  • Proficiency with company computer systems, software and reports to include: Outlook, Word, Excel, Adobe Acrobat,
  • POS system and general Internet navigation
  • Always maintain a professional appearance
  • Enthusiasm for wine and interest in expanding expertise
  • Must hold a valid driver’s license


  • 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 in the performance of various tasks
  • Ability to stand for long periods of time


  • Competitive compensation wage and commission program for wine club sign-ups, and generous employee discounts.

The Wine Group is an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or protected veteran status.


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