#1 Marketing Tip of 2023: The Training Your Tasting Room Staff Needs
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#1 Marketing Tip of 2023: The Training Your Tasting Room Staff Needs

April 3


Employees who are regularly trained and educated report higher levels of motivation, performance, company loyalty, and more.

Yet, almost 52% of employees in the food and beverage industry only receive training when they join their organization. Of those that do receive regular training, only 4.5% receive training about their company’s mission and values (TalentLMS, 2019).

In this Throwback Thursday Marketing Tip, we’re revisiting the most downloaded Marketing Tip Monday episode of 2023: #178: The Training Your Tasting Room Staff Needs.

SIP Tip: listen to the episode here, or anywhere you enjoy podcasts!

Why Education Matters

If you aren't regularly providing training and education for your staff, especially on your company's mission and values, you're missing out on opportunities to create a stronger, more dedicated team!

One way tasting room managers can educate their staff on the company's mission and values is to have continual conversations about what your brand is up to behind the scenes, i.e., your sustainability efforts.

Tips from an Insider

The hospitality team at Center of Effort can tell you all about the brand’s commitment to sustainability. In recurring staff meetings, the team talk about what’s going on in the winery and in the vineyard, plus what the brand is doing to improve their sustainability.

John Gayley, Hospitality Team Member at Center of Effort says there are three big benefits to these conversations about sustainability:

  1. Staff know their input matters.
  2. The business improves its sustainability.
  3. Guests get a richer, more meaningful tasting experience.

“Education really enforces the importance of each of our roles in helping Center of Effort stay up on its sustainability efforts,” John shares. “Hospitality staff reinforce the brand. We can highlight our commitment to sustainability more if we understand what we are doing both fundamentally, and the new and exciting things we’re doing to improve. These conversations keep everyone engaged and ready to come up with new ideas.”

John often takes guests on vineyard tours. He says that people are “fascinated by what goes on in the vineyard, and by the thought that goes into the sustainable approach.”

Visitors love learning about cover crops, irrigation, owl boxes, and more. “When guests talk with a well-informed team member, this helps all of us in our mission of sustainability.”

Want help educating your team? We have you covered.

3 Ways to Train Your Team


1. Book a Live Sustainability Training

Does your staff know what it means to be SIP Certified sustainable?

We created a training module to help your team:

  • Learn what sustainability really means in the wine industry.
  • Identify 7 specific ways YOUR brand practices sustainability.
  • Share this knowledge with your customers to increase sales.

Ready to book a free, 30-minute sustainability training? Reach out to whitney@vineyardteam.org.


2. Share the Free Online Course

This free, 30-min online course is a simple yet powerful free tool that will teach your team about:

  • Sustainability in the wine industry.
  • The SIP Certified program.
  • How to tell your Sustainable Story to increase sales.


3. Use the Worksheet at Your Next Meeting

Bring the worksheet to your next staff meeting so you can write your Sustainable Story together!

After completing it, you’ll have 7 specific examples of how your brand practices sustainability – i.e., your Sustainable Story.

Print & fill version

Electronic fill version