In the world of wine, the tasting room is more than a beautiful space—it’s the center of your business and the heart of your brand. Whether you’re exploring a career in the wine industry or already managing a tasting room, this course offers a comprehensive look at how to build and sustain a profitable, professional and customer-focused tasting room experience.

In this online course, you’ll examine how a successful tasting room functions as both a destination and a core business strategy—shaping how customers experience your brand and driving direct-to-consumer (DTC) growth. Through in-depth exploration of business planning, space design, staffing, digital integration and customer engagement, you’ll gain insights into how each of these elements contributes to a thriving tasting room. You’ll also learn strategies for wine club development and exceptional sales and service. Throughout the course, you’ll build a practical toolkit—complete with templates, interview questions and management resources—to support your day-to-day operations and long-term goals.

Learning Outcomes

• Develop a business plan that supports a professional, profitable tasting room operation
• Design a tasting room environment that reflects your brand and enhances the customer experience
• Build and promote wine clubs that strengthen customer loyalty and increase sales
• Apply customer service and problem-solving strategies to improve daily operations
• Utilize digital tools and social media to expand direct-to-consumer reach

Skills You’ll Gain

• Business planning
• Staffing and training
• Customer experience design
• Customer engagement
• Digital transformation
• Using AI in the Tasting Room

Course Format and Pacing
This one-day, live, online course is delivered via Zoom within CPE’s learning management system, Canvas. Course materials will remain available in Canvas for 21 days after the live session.