W i n e s & V i n e s M AY 2 0 1 4 69
both a staff member
and a manager. Most
of the year, we were
free to go right up to
the crusher-destem-
mer, but during crush
there were lines
painted on the tarmac
that we weren't
allowed to cross with
our group.
There is one more
significant benefit to
tours: Working behind
the tasting counter all
day can be draining,
which hurts sales.
Giving a tour can be a
refreshing change of
pace for staff members. They come back to the counter with a
little more wind in their sails, so giving tours can improve morale
as well as profits.
Craig Root has 30 years experience working with tasting rooms,
the past 17 years as a consultant. He has helped create more than
85 tasting rooms and 150 wine clubs all over the United States.
He analyzes current operations and teaches tasting room design
and management at the University of California, Davis. He still
works one day per month in a busy tasting room in order to stay
in touch with the public and the work.
A guide leads guests through the Tear Drop
Vineyard owned by J Vineyards & Winery.
P.O. Box 5779, Napa, CA., 94581 • T: (707) 252-6911 • Email info@avf.org. Visit our
Web site at
www.avf.org for information on funding and current research projects
S U P P O R T R E S E A R C H & W I N E I N D U S T R Y N E E D S T H R O U G H T H E
AMERICAN VINEYARD FOUNDATION
AMERICAN VINEYARD FOUNDATION
Finding
Solutions
Through
Research
For a wealth of useful viticulture
and enology research
and information,
visit AVF.org, iv.ucdavis.edu,
enologyaccess.org, or ngwi.org.
TASTING
ROOM
SUPPLIERS
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audience with the
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