Company Overview:
Casa de Fruta is a well-known, multifaceted destination in the heart of California, known for offering a variety of services and experiences, from dining and shopping to lodging and recreation. With a rich history dating back to 1908, Casa de Fruta delights visitors with its famous fruit stand, wine tasting and deli, sweet shop, burrito bar, and restaurant. We also offer comfortable lodging at our RV park, inn, and cabins, as well as fueling services at our Chevron station. Our commitment to exceptional customer service and high-quality experiences is central to everything we do. We are looking for a motivated and experienced Wine Sales & Event Coordinator to join our team!
Company Conformance Statements
In the performance of their respective tasks and duties, all employees are expected to conform to the following:
• Perform quality work within deadlines, with or without direct supervision.
• Interact professionally with other employees, customers and suppliers.
• Work effectively as a team contributor on all assignments.
• Work independently while understanding the necessity for communicating and coordinating work efforts with other employees and organizations.
• Follow all rules, policies and safety guidelines for tasks/job.
• Perform any additional tasks as required.
Position Purpose
The Wine Sales & Event Coordinator is responsible for overseeing all aspects of the wine club and wine tasting operations, with a strong focus on member engagement, hospitality excellence, revenue growth, and brand representation. This role serves as the primary steward of the wine club experience, managing events, member communications, and operational execution while collaborating closely with leadership and businesses offering wine tastings.
The position provides training, coaching, and performance guidance to Wine Stewards to ensure a consistent, high-quality guest and member experience.
Responsibilities/Duties/Functions/Tasks
Wine Club Management
• Oversee all aspects of the wine club, including member acquisition, retention, fulfillment, communications, and overall experience
• Develop and execute strategies to grow wine club membership and increase member engagement and lifetime value
• Manage wine club allocations, shipments, and release communications in coordination with production and shipping/receiving.
• Serve as the primary point of contact for wine club members, resolving issues and maintaining strong relationships
Tasting Operations
• Manage day-to-day tasting operations to ensure exceptional guest service and brand consistency
• Collaborate with leadership to establish service standards, policies, and procedures
• Monitor sales performance, guest feedback, and operational efficiency, making data-driven improvements
• Ensure compliance with all local, state, and federal regulations related to alcohol service and sales
Events & Experiences
• Plan, coordinate, and execute all wine club and tasting events, including member-exclusive events and public tastings
• Manage event timelines, staffing coordination, vendor relationships, budgets, and post-event evaluation
• Create engaging, on-brand experiences that strengthen member loyalty and drive sales
Training & Team Development
• Develop and deliver ongoing training programs for Wine Stewards, focusing on wine knowledge, service standards, sales techniques, and brand storytelling
• Provide coaching, feedback, and performance support to Wine Stewards, in collaboration with their direct supervisors
• Serve as a mentor and resource for staff, fostering a culture of hospitality, professionalism, and continuous improvement
Sales, Reporting & Collaboration
• Track and analyze wine club, tasting room, and event performance metrics, providing regular reports and insights to leadership
• Collaborate with marketing to align messaging, promotions, and releases
• Support special projects and initiatives as needed
Qualifications
• Minimum of 3–5 years of experience in wine club management, tasting room management, hospitality management, or a related field
• Strong knowledge of wine, wine service, and direct-to-consumer (DTC) sales
• Proven experience managing events and member or guest-focused programs
• Demonstrated ability to train, coach, and influence team members without direct supervisory authority
• Excellent organizational, communication, and interpersonal skills
• Strong customer service mindset with a passion for hospitality and storytelling
Scheduling Requirements
• Flexible availability, including weekends, holidays, and evenings, especially for events
Preferred Qualifications
• WSET, CMS, or equivalent wine certification
• DTC and club management
• ERP and compliance software, such as Nexternal & ShipCompliant is a plus
• Experience with winery compliance, shipping regulations, and club fulfillment
• Experience in hospitality or premium brand environment
You may remember Casa de Fruta as the little cherry stand on Pacheco Pass, or as we are today, a California landmark and traditional stop on many families journeys. At our roadside Orchard Resort in the beautiful Pacheco Valley, we welcome visitors from around the world to stay and discover all that Casa de Fruta has to offer.