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I welcome back Jim Morris, industry veteran, hospitality pro, and hiring manager for major wineries to help me answer the question I get frequently:

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\\u201cI love wine, how do I get into the industry?\\u201d

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We address the three main verticals for entry into the biz: the executive/business side, the production side, and the sales/hospitality side. Then we talk briefly about wine education and wine media. Jim\\u2019s first tip is a really essential one: \\xa0

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\\u201cNo matter what you do, do everything in wine\\u201d

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From production to shipping, learning it all will make you understand the entire business. And that is essential because wine is one huge, long supply chain!

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Here are the show notes:

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The Management Side/Business Side: This is the executive side, where you can enter into the industry from another professional job with a set of skills.

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Our tips:

• Your skills are likely applicable if you are from a related industry (law, logistics, consumer packaged goods marketing or sales, executive management etc.), but go in with eyes wide open \\u2014 the regulations in wine are a bit crushing. The wine industry is driven by what it CAN\\u2019T do - be prepared for a world of regulation and compliance!
• There are many transferable skills and jobs that could fit if you have an area of expertise on the business side. You will have a learning curve but if you are ok with that it can be a great place.
• On the downside: none of it pays particularly well!

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Photo credit: Unsplash

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The Production Side: Winemaking, vineyard management, cellar work, including bottling, etc.

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Our tips:

• This is a very physically demanding part of the business!
• You don\\u2019t have to go to school, but you have to work your way up if you don\\u2019t.
• Start small, talk to small winery owners and winemakers about what they do. Network with people, get a feel for what is needed in a winery, and what you can or would do if you worked in a winery. Just get out there and talk to people!
• If you are earnest and serious, and network you will get opportunities to work at wineries \\u2014whether it be in the US, Germany, Australia, or Mexico.
• Learn and absorb as much as you can and then make a decision about whether production really what you want to do, and then you have to convince someone to invest in you. Remember to have humility \\u2014 you are asking someone to invest in you to teach you this craft, it\\u2019s important it\\u2019s a good fit and you go in understanding you are asking someone to take a chance on you.\\u2028
  • Possible career paths: work harvest as and intern for free, become a paid harvest intern, cellar rat, assistant winemaker, winemaker, or vineyard worker/manager, work in logistics, bottling, etc.

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Photo credit: Unsplash

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Wine Sales and hospitality \\u2013 retail and restaurant/ Tasting room employee/ Wine club management

Sales is the single most important job in wine. It is the most valued \\u2013 without the sales, even great wineries fold. \\xa0Sales is the most common job in wine and the easiest path to get into the industry. We discuss three or four main ways to get into wine sales and hospitality.

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Our Tips:

• We frame all of this by saying that sales and hospitality are skills -- hospitality is dealing with the public, we give tips on how to do that well, but if you don\\u2019t like dealing with people, these are not jobs for you!
• In sales/hospitality NEVER fake it \\u2018til you make it, people know when you are wrong and you\\u2019re going to get called out on any lies you tell or stuff you make up. Just admit that you are learning \\u2013 there is a LOT to know!
• If you get into a hospitality or sales job, you are not above doing things they may ask you to do \\u2013 cleaning dishes and glassware, serving food, setting up events \\u2013 it\\u2019s part of the job.
• All wine positions \\u2014 tasting room, wine club, hospitality, wine educator for a winery, etc \\u2014 all are sales positions. If you don\\u2019t like selling, this isn\\u2019t for you!

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We discuss the positions available and the paths they could lead to:

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• Retail: Work in a wine shop. To figure out the best one for you, go to tastings at the shop you\\u2019d like to work with. See if you jibe and then express interest in working there with time. Possible career paths: Retail - distributor rep, supplier (large winery) rep, importer, shop owner, work at a tasting room in wine country
  
  
  Photo credit: Unsplash

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• Tasting room: Tasting room IS sales and service combined. You must always be mindful that your job is sales of wine club. Boxing wine for shipping, cleaning up after messy guests, setting up tables, talking about the wine
  • Possible career paths: Tasting room manager, wine club manager (customer service and marketing), logistics, social media marketing, wine tele-sales, marketing (keeping in mind that it is really hamstrung by regulations!)
• On-premise (restaurants): This is working in a restaurant with a good wine list.
  • Possible career paths: Wine buyer for restaurant groups or major retailers, see the paths for retail

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Other jobs: We briefly address wine educators, wine writers, and wine influencers too and give some advice for people thinking about those paths

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Hopefully this sets you on a good path to success or at least answers the questions of how you could break into the industry if you were interested.

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If you have questions, contact Jim on Twitter @sonomawineguy and he\\u2019ll get back to you! You never know, he may be hiring in his tasting room or wine club!

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