Tasting Room Associate

Pedroncelli Winery

Join a fourth-generation, family-owned winery rooted in Sonoma County tradition. At Pedroncelli Winery, we pride ourselves on crafting authentic wines and delivering warm, welcoming hospitality that reflects our history and values.
We are seeking a dynamic, high-energy Tasting Room Associate who is a true go-getter—someone who thrives on connection, storytelling, and crushing direct-to-consumer (DTC) sales goals.
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Position Overview

As a Tasting Room Associate, you will play a key role in shaping the guest experience at Pedroncelli Winery. You will combine exceptional hospitality, wine knowledge, and sales skills to create memorable visits that convert guests into loyal customers and wine club members.
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Key Responsibilities

•  Work in the tasting room 2-3 days per week, with weekend availability required
•  Deliver a warm, authentic, and engaging guest experience that reflects the Pedroncelli family legacy
•  Actively sell wine and wine club memberships, consistently meeting or exceeding DTC sales goals
•  Greet, host, and wait on customers with professionalism and enthusiasm
•  Develop a deep understanding of Pedroncelli wines, vineyard practices, and history, and confidently share that knowledge with guests
•  Lead tastings that are both educational and approachable, tailored to each guest
•  Be proactive on the floor—anticipate guest needs, manage flow, and create seamless experiences
•  Assist with winery events, private tastings, and special functions
•  Maintain the cleanliness, organization, and visual appeal of the tasting room
•  Support team members and contribute to a collaborative, high-performing team culture
•  Assist with local outreach to drive traffic to the tasting room. Visit local wineries and hotels in order to form strong relationships.
•  Make follow-up calls to past visitors and current club members offering specials and promoting our wines.

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Qualifications

•  Prior tasting room, hospitality, or retail sales experience preferred
•  Proven ability to drive sales and build lasting customer relationships
•  Strong communication, storytelling, and interpersonal skills
•  Passion for wine and eagerness to continuously learn
•  Enthusiastic, outgoing, and self-motivated
•  Ability to multitask and stay composed in a fast-paced environment
•  Reliable, flexible, and a strong team player
•  Must be 21+ years of age
•  Must be able to lift 40 lbs.
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What We’re Looking For

We’re looking for someone who:
•  Brings energy, enthusiasm, and authenticity to every guest interaction
•  Is a true go-getter who takes initiative and ownership
•  Loves sharing wine and creating memorable experiences
•  Is motivated by sales success and exceeding goals
•  Appreciates being part of a family-owned winery with deep roots in Sonoma County
•  Versatility, flexibility, and willingness to work in an evolving work environment

Compensation:
$19-25/hour plus tips and commission on wine club sign-ups, employee wine discounts

Pedroncelli Winery is an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, gender identity, sexual orientation, age, marital status, veteran status, or disability status.
Employment is at-will and may be terminated at any time by either party, with or without cause or notice, in accordance with applicable law.
We provide reasonable accommodation for qualified individuals with disabilities and for religious beliefs and practices.