The Virginia Wine Coalition is proud to announce the launch of our Front of House (FOH) Training Program, developed with the support of the Virginia Wine Board Marketing Office. This initiative is designed to empower tasting room staff, restaurant servers, sommeliers, bartenders, wine shop associates, and distributor representatives to become confident and enthusiastic Virginia Wine Ambassadors.

Why FOH Training Matters

Every glass of Virginia wine tells a story—one of resilience, community, and world-class quality. With more than 270 wine producers and 2,800 employees across the Commonwealth, the success of our industry depends on the people who interact directly with guests every day.

Front of House staff are often the first (and most influential) voices that shape a guest’s perception of Virginia wine. With the right knowledge and confidence, they can:

  • Enhance the guest experience through storytelling and local pride.
  • Boost sales and tips by confidently recommending Virginia wines.
  • Support Virginia farmers and winemakers by building connections between consumers and our state’s unique offerings.

Inside the Training

The FOH training is a 90-minute program that blends education, tasting, and practical sales techniques. Participants will:

  • Discover Virginia’s wine story: From Thomas Jefferson’s early vision to our modern resurgence as the 5th-largest wine-producing state.
  • Learn the “stars of the show”: Signature varieties like Chardonnay, Viognier, Cabernet Franc, Petit Manseng, and Petit Verdot, alongside rising favorites like Albariño and Tannat.
  • Understand Virginia’s terroir: How AVAs like Monticello, Middleburg, and the Shenandoah Valley shape the wines we produce.
  • Taste and describe with confidence: Guided tastings that help staff find the right words to connect with guests—bright, smooth, crisp, bold, aromatic, velvety.
  • Master food pairings: Learn approachable pairings like Viognier with scallops or Cabernet Franc with roasted chicken.
  • Upsell and handle objections: Turn curiosity into exploration, guiding guests to try Virginia wines with enthusiasm.

Practical Tools for Success

Participants also receive case cards, pairing guides, and varietal profiles that make it easy to connect with guests on the spot. By comparing familiar wines to Virginia expressions, staff can meet customers where they are and open the door to discovery.

Be Part of Virginia’s Next Chapter

Virginia wine has earned recognition from Wine Enthusiast, Wine Spectator, Decanter, and The New York Times, but our greatest ambassadors are those pouring the wine every dayVA Wine Ambassador Training. With this training, FOH professionals will leave not just as servers or staff, but as storytellers, educators, and champions of Virginia wine.

As we like to say: Guests order the special because you mention it—the same is true with Virginia wine. Enthusiasm is contagious, and your excitement will make all the difference.

👉 Ready to explore the program? Learn more and access the materials here: Virginia Wine Coalition FOH Training