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

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.

Enroll here.

Tues., Mar 3rd, 2026, 9:00am to 3:00pm