Feeds

In Tough Times, Every Guest Counts: Why Mystery Shopping New Tasting Room Staff Is More Essential Than Ever

Let’s face it—these are tough times. As the economy shifts and visitor traffic ebbs and flows, wineries are tasked with doing more with less. That means every single guest matters more than ever, and every interaction counts. The stakes are high, and there’s no room for guesswork when it comes to hospitality and sales.

Enter mystery shopping.

For nearly two decades, WISE has been quietly—and powerfully—supporting wineries by providing unbiased, expert insights into tasting room performance through our Mystery Shopping Program. Whether you’re onboarding new team members or sharpening the saw for seasoned staff, mystery shopping is the ultimate mirror. It reflects not just what your guests are experiencing, but how those experiences are impacting your bottom line.

Why Mystery Shopping Matters for New Staff

New hires may arrive with enthusiasm, but they also come with uncertainty. What exactly does “great hospitality” mean at your winery? What does a successful club pitch sound like? How do we encourage guests to stay in touch without sounding like we’re reading from a script?

Mystery shopping provides a safe, clear, and constructive way to answer these questions. It sets expectations and reinforces training through real-world scenarios. Rather than relying on guesswork or assumptions, wineries can ensure their teams are aligned with brand values and best practices right from the start.

The Hidden Opportunities in Every Guest Interaction

We know it’s not just about first-time visitors. Our data shows that existing wine club members—and especially their guests—are a goldmine of untapped opportunity. These VIPs already love your brand. Their guests are often just a few great touchpoints away from becoming loyal customers themselves. Are your teams making the most of those moments?

A mystery shopper can tell you.

What’s Working. What’s Not. And What to Do About It.

WISE Mystery Shopping evaluates staff on key performance indicators that are proven to drive sales and deepen relationships. We don’t just highlight what went wrong—we celebrate what’s going right and offer strategic recommendations for leveling up performance. Whether it’s asking for the sale, inviting guests to join the club, or collecting contact data, we focus on the behaviors that move the needle.

You’ll get detailed reports, side-by-side comparisons, and coaching-based feedback that’s not only actionable—it’s transformational. Teams often feel more motivated, more confident, and more connected to their purpose when they understand how their actions impact the winery’s success.

A Free Tool to Start With

We make the WISE Mystery Shopping Score Card available for free on our website. It’s a valuable tool that can be used right away—even without a formal mystery shop. One way we recommend using it: pair up new team members with a star performer and send them to experience your competition together. Afterward, have a discussion about how the experience matched up to your winery’s standards. This creates alignment and insight before they even greet their first guest.

Making the Most of Every Opportunity

In challenging times, there’s a temptation to cut corners. But the wineries that invest in training, accountability, and continuous improvement are the ones that emerge stronger. Mystery shopping isn’t just a training tool—it’s a strategic advantage.

So whether you’re onboarding your newest host or refreshing a rockstar team, WISE Mystery Shopping is here to help you create consistently memorable, profitable, and brand-building guest experiences.

Don’t leave it to chance. Know what’s happening in your tasting room—and use it to grow.

👉 Learn more and download the free Mystery Shopping Score Card

About

The Sonoma County Winegrape Commission, dba Sonoma County Winegrowers, was established in 2006 as a non-profit marketing and educational organization dedicated to the promotion and preservation of Sonoma County as one of the world's premier grape growing regions. With more than 1,800 growers, SCWC's goal is to increase awareness and recognition of the quality and diversity of Sonoma County's grapes and wines through dynamic marketing and educational programs targeted to wine consumers around the world.


Learn More

Contact

Contact List

Title Name Email Phone Extension
President Karissa Kruse Karissa@sonomawinegrape.org 707-522-5863
Assistant Marketing Manager Skyler Christie Skyler@sonomawinegrape.org (707)522-5862

Location List

Locations Address State Country Zip Code
Sonoma County Winegrowers 3245 Guerneville Rd, Santa Rosa CA United States of America 95401

List of Locations