How to Create a Culture of Honor in Your Tasting Room
In the heart of every great tasting room is something more important than beautiful views or award-winning wines — it’s culture. Specifically, a culture of honor: one where respect, gratitude, and integrity flow both ways — from staff to guests, and between every member of the team.
Creating a culture of honor doesn’t just elevate guest experiences; it transforms your tasting room into a place where people love to work and visit again and again.
1. Start With Shared Values
A culture of honor begins with shared values that everyone can rally around. As a manager or owner, clearly define what honor looks like in action:
Respect: We speak to guests and coworkers with kindness, even when stressed or busy.
Integrity: We keep our word, follow through, and own our mistakes.
Gratitude: We recognize and thank one another — publicly and often.
Hospitality: We treat every guest like an honored visitor to our home.
Post these values where the team gathers and reference them often during pre-shift meetings or training.
2. Honor Guests Beyond Service
Great hospitality isn’t just about pouring wine — it’s about seeing people. Encourage your team to look for ways to honor guests beyond the transaction:
Learn and remember their names or favorite wines.
Treat every guest like a VIP. You never know who you are serving.
Notice when someone seems unsure or out of place, and help them feel comfortable.
Find ways to go above and beyond for your guests that adds a personal touch to their experience. Don’t come off as scripted or rehearsed.
Celebrate special occasions with personalized touches — a congratulatory toast, a handwritten note, or a little extra attention.
When guests feel genuinely valued, they’ll leave with more than just bottles — they’ll carry the memory of being honored.
3. Practice Honor Within the Team
A true culture of honor starts behind the bar, not in front of it. How we treat one another as colleagues sets the tone for everything else.
Encourage behaviors like:
Acknowledgment: Start or end shifts with shout-outs or gratitude moments.
Encouragement: Always encourage your team, especially in the tough times. Be genuine!
Listening: Hear ideas and feedback fully before responding.
Support: Step in when a teammate is overwhelmed instead of looking the other way. Fill in the GAPS of that shift. Every task, no matter how small creates a better experience for our guests.
See: Truly see your team members for who they are and what their strengths are. Let them know you notice the value they add to your team. See the the best in them.
Trust: Assume positive intent — believe your coworkers want the best for the team and guests.
The more honor flows among your staff, the more naturally it extends to your guests.
4. Lead With Example
Culture is contagious. The leader sets the temperature in the room. Model the behavior you want to see — be quick to praise, slow to criticize, and consistent in how you treat everyone from new hires to VIP visitors.
When mistakes happen, address them privately and with empathy. When successes happen, celebrate them loudly and often.
5. Reinforce Through Rituals
Honor grows through repetition and ritual. Try incorporating moments that keep it alive:
Begin each shift with a “cheers of gratitude.”
End the day by sharing one guest story that made an impact.
Celebrate birthdays, milestones, and even tough days together.
Small, consistent moments build the foundation of a culture that lasts
The Takeaway
A culture of honor in your tasting room transforms the ordinary into the memorable. When your staff feels respected and appreciated, they naturally extend that same honor to every guest. The result? Deeper connections, better teamwork, and guests who feel like family.
Honor, after all, is the secret ingredient that turns great service into unforgettable hospitality.