At many wineries, decisions around direct-to-consumer (DTC) strategy are made at the top – but often, the people who interact most with customers are left out of the conversation. While online shops and wine clubs may be thriving, the tasting room staff – those on the front lines of the customer experience – are sometimes the last to hear about how to bring these elements together in a way that truly benefits both the visitor and the business.
We’ve all had that experience: warmly greeted by enthusiastic, friendly staff who may be students or new to wine hospitality, but who don’t yet have the tools, training, or knowledge to confidently represent the brand or share its story. Their eagerness is real, but they need support to turn good service into great experiences.
This is where we have an opportunity.
To create a seamless and successful DTC strategy, we need to close the loop. That means ensuring the winery’s vision doesn’t stop in the boardroom, but flows all the way to the tasting room – where real connections with customers are made. When the entire team is aligned and informed, every touchpoint becomes a chance to delight guests and drive lasting loyalty.
The good news? This shift doesn’t require massive restructuring – it starts with engagement. By involving tasting room staff in the bigger picture and giving them the tools they need to succeed, we not only elevate the guest experience, but also empower staff to take pride in their role and directly contribute to the winery’s growth.
It may sound simple, but like any great vintage, it takes time, care, and collaboration. The payoff? A team that’s united, guests who feel truly welcomed, and a winery that thrives from the inside out.
How can wine.co.za help you to upskill your tasting room staff?
Our DTC Academy offers full-day training courses for tasting room staff, presented by our experienced lead trainer Neil Tabraham. We can come to your tasting room or area for 4 or more candidates, or choose a date from any of the scheduled courses at the wine.co.za offices in Somerset West.
We have trained over 70 tasting room staff in the last year, and have just been awarded a grant by South Africa Wine to train 30 Pinotage Youth Development Academy alumni in sales and service.
"The training our tasting room team did with Neil was incredibly valuable. Our staff feel uplifted, empowered, and far more confident to engage deeply with guests about our wines. It’s been amazing to see how motivated they are to share their knowledge and create more meaningful experiences for visitors. They are all excited to do the next course – the momentum and enthusiasm it’s created have been fantastic!" - Luciana van Huyssteen, hospitality manager at Saronsberg Cellar
DTC Academy training courses available
- Wine Advisor Level 1: Introduction to wine and service (R1 890 pp)
- Wine Advisor Level 2: Deeper dive into wine and effective engagement (R2 300 pp)
- Wine Sales Advisor Level 3: Sales and service focus (R1 500 pp)
Contact Judy Brower at judy@wine.co.za or click HERE to find out more.
