From Vineyard to Cellar to Tasting Room —
Key Roles, Duties and Skills Needed in the Wine Industry
By Karen M. Wetzel
Last month, we launched the very first article in WIN’s Wine Careers series, titled “Is the Wine Industry Right for You?”. This month, we’ll focus on key winery roles, their responsibilities and the types of experience, credentials and education that may help you get the job. Note: every state in the U.S. makes or sells wine, leaving the door open to work in the wine industry wherever you live.
Like any large industry, there are always positions available in administration and office positions (accounting, human resources, shipping, distribution compliance, marketing and the like). If you’re interested in the more wine-specific positions, those roles can be easily categorized into three main areas: the vineyard, winery and tasting room. Each area is equally essential to a winery’s success.
The vineyard
This is where wine starts. As the saying goes, “It takes high-quality grapes to make a great wine.” The vineyard is the right place for those who enjoy working outside with their hands. No two seasons are alike, and each one brings new challenges to keep things interesting.
- Vineyard Worker, Viticulturalist
- Tasks include mowing, tilling, planting, pruning, harvesting and operating and maintaining tractors and equipment.
- Some roles require little to no experience or higher education, while others require experience or knowledge of farming and mechanics.
- Vineyard Manager, Operations Supervisor
- These roles oversee vineyard employees and tasks to ensure efficiency, maintenance and quality.
- They may require advanced farming skills and prior experience in vineyard management.
The winery
The winemaking process requires teamwork, patience, dedication and creativity. The production team’s job is to craft the best wine possible for each vintage.
- Cellar Hand
- This is a broad role with varied responsibilities, from cleaning in the winery to pumping wine into barrels. You would likely report to the maintenance manager or winemaker.
- Although these are important roles, they rarely require prior experience or higher education.
- Maintenance Manager
- Sanitation and well-functioning equipment are crucial to meet production needs.
- Experience in a production environment is desirable, as is a track record of upholding high sanitation and maintenance standards.
- Enologist, Lab Technician
- This is where art meets science. Fermentation involves chemical and biological exchanges, and skilled enologists and lab techs are essential.
- These roles often require higher education in the sciences or work experience in a lab or winery.
- Cellar Master/Winemaker
- Responsible for the entire winemaking process, these are some of the most important and prestigious roles in a winery.
- A trained palate and the ability to make critical decisions are essential attributes for success. Additionally, a viticulture and enology degree from wine-focused schools such as UC Davis, Fresno State, Cornell or Washington State, along with prior experience in wine production and winery management, is often required.
The tasting room
In the tasting room, consumers connect with the winery, experience their wine and learn about the wine’s journey from grape to glass. Most roles require weekend work and the ability to lift 50 pounds (the weight of a case of wine).
- Tasting Room Host, Hospitality Greeter and Concierge refer to similar roles.
- These positions usually involve answering phones, managing reservations, greeting guests, interacting with wine club members, communicating with wine educators, processing retail sales and assisting guests with wine purchases.
- Employers seek candidates with strong organization and communication skills. Knowledge of computers and POS (point of sales) systems is a plus, as is experience in any customer service-driven environment. If you have experience in retail or the restaurant industry, you may be a good fit.
- Wine Educator, Wine Specialist, Wine Ambassador, Guest Experience Host, etc., refer to the same role
- Delivering an exceptional guest experience is vital in these roles, which involve working directly with guests. You’ll serve as the face of the winery, help guests select wines, share the winery’s story and highlight what makes its wines unique. They are also responsible for reaching established sales goals and enrolling new wine club members.
- While previous winery experience, college or wine credentials are not always required, they can dramatically strengthen your résumé. Experience in sales, customer service, management, retail or restaurants is also beneficial.
- Tasting Room Manager, Hospitality Manager
- This management role includes supervising a team, training and scheduling staff, tracking sales and interacting with guests.
- Winery experience, a business degree and/or wine credentials are likely required.
- DTC (Direct-to-Consumer)
- If you enjoy interacting with customers, this role is for you. You will take phone orders, connect with guests and club members, manage reservations, field special requests and resolve guest issues.
- Experience in customer service or telemarketing is helpful. Employers seek personable candidates who can connect with guests by providing exceptional service and solving problems with empathy.
As you can see, wineries offer a wide range of roles, and there is something for everyone. For more specific details about roles, responsibilities or requirements, check out the WIN Career Board.
Stay tuned for next month’s issue, where we explore various roles in the wine distributor and supplier networks.