Introduction
At a bustling wine festival, one of the most pivotal interactions is the simple act of pouring wine into a guest’s glass. The people behind those pours – whether certified sommeliers, knowledgeable wine educators, or well-trained volunteers – can make the difference between a chaotic free-for-all and a polished, memorable experience. Festival producers around the world have learned that investing in quality pourer staffing elevates professionalism at every tasting table. By defining clear roles and providing thorough training for accurate pours, guest coaching, and fault handling, festivals can ensure every attendee leaves impressed and every winery feels well-represented.
Choosing the right mix of pourers for a wine festival is not a one-size-fits-all scenario. Small boutique events might rely on passionate volunteers given extra training, while high-profile international festivals often enlist teams of certified wine experts. Regardless of scale, the goal remains the same: deliver each pour with consistency, knowledge, and care. The following guide breaks down the roles of sommeliers, educators, and volunteers as pourers, and offers practical advice on training them to raise the bar of professionalism at your wine festival.
Sommeliers – Expertise on Tap
Bringing sommeliers (certified wine professionals) onto your festival pouring team instantly infuses expertise and credibility into the guest experience. Sommeliers have deep knowledge of wine varieties, regions, and tasting techniques, which they can share with attendees in real-time. At upscale festivals – from Napa Valley galas to Burgundy celebrations – sommeliers are often stationed at tasting booths or roaming the floor, lending their expertise to ensure each guest interaction is informative and enjoyable. For example, the renowned La Paulée wine festival in New York pairs visiting winemakers with a team of sommeliers, who pour tastes for guests, discuss each wine’s nuances, and guarantee precise, careful service of every bottle (sommelierbusiness.com).
A sommelier’s role at a festival goes beyond just accurate pouring. They act as ambassadors for wine education. When a guest approaches the table, a sommelier can introduce the wine with a brief story or interesting fact, suggest how to taste it (“notice the earthy aroma from this Italian Barolo”), and answer detailed questions that casual staff might not handle. Their training also makes them adept at identifying wine faults on the spot – if a bottle is corked or oxidized, a sommelier will catch it before it’s poured, protecting guests from a bad experience and the winery’s reputation in the process. Additionally, sommeliers are schooled in proper serving etiquette (how to hold a bottle, how to rinse glasses between pours, how to not overfill, etc.), modeling a level of professionalism that elevates the entire event.
For festival organizers, hiring sommeliers or partnering with a sommelier association can be a worthwhile investment, especially for premium wine festivals or VIP sections. Some sommeliers may volunteer their time at festivals to network and gain exposure, but it’s wise to offer incentives such as honorariums, event passes, or professional recognition. When deploying sommeliers, be sure to brief them on event-specific details: the portion size policy (e.g. a standard 1-ounce or 30 ml tasting pour), the workflow for reporting any issues (like a bad bottle or guest concerns), and any key messaging (such as highlighting a charity benefit or festival theme). With minimal direction, sommeliers will typically excel, bringing finesse and knowledge to the forefront of the guest experience.
Wine Educators – Guiding and Informing
Not every festival can staff a certified sommelier at each table, but you can still achieve a high level of knowledge and guest engagement by using wine educators or similarly knowledgeable personnel. Wine educators might be people who have completed formal wine courses (like WSET certifications or local wine guild training), former winery staff, or simply enthusiasts with exceptional wine knowledge and a talent for communication. Their mission at a festival is twofold: accurate pouring and guest coaching. They combine practical serving skills with an educator’s touch, guiding attendees through what they’re tasting and making the experience educational.
Picture a regional wine festival in Australia or a food and wine expo in Singapore – the crowds may include everyone from seasoned oenophiles to curious first-timers. Having a friendly wine educator behind the table ensures that each guest gets the information they crave at an appropriate level. For example, an educator pouring samples of an organic Malbec might explain, “This Malbec is from Mendoza, Argentina, grown at high altitude which gives it a nice acidity. Feel free to swirl it to open up the aromas.” Such context transforms a simple pour into a mini learning experience. Educators are also great at coaching guests on tasting techniques (like how to sniff for aroma or the benefit of taking a small first sip) and can gently correct any misconceptions (for instance, clarifying the difference between a wine fault versus a style characteristic if a guest isn’t sure about what they’re smelling).
In terms of training and preparation, wine educators should be given detailed information about the wines they will serve. Festival organizers can collaborate with the wineries or exhibitors ahead of time to compile fact sheets: grape varieties, tasting notes, key facts about the producer, and common talking points. Even though educators likely know much of this, having a cheat sheet ensures consistency and accuracy in the information given out. Additionally, train educators on the festival’s pour standards and rules just as you would with any staff – they need to follow the same portion sizes and legal regulations. Emphasize customer service skills too: educators should be approachable, enthusiastic, and patient, capable of reading the crowd (knowing when to engage in a deeper conversation and when to serve quickly because a line is forming). By blending knowledge with approachability, wine educators help demystify wine for newbies while still satisfying the curiosity of experienced tasters.
Trained Volunteers – The Backbone of Service
Volunteers often form the backbone of wine festival staffing – from local wine club members in Spain to university students in California, many events rely on volunteer pourers to staff dozens or even hundreds of tables. However, “volunteer” should never be an excuse for amateurish service. With the right training and leadership, volunteers can pour like pros and uphold a festival’s high standards. In fact, some of the world’s biggest wine festivals (in Canada, the US, and beyond) successfully use large volunteer teams by providing structured training sessions and clear guidelines (showspan.com).
When recruiting volunteer pourers, look for people who are not only of legal pouring age and responsible, but also eager to learn about wine. Enthusiasm can often compensate for lack of experience if you channel it correctly. Once on board, comprehensive training is a must. This should include:
– Responsible Alcohol Service: Cover the basic laws and safety guidelines. Volunteers should know not to serve anyone underage (if ID checks aren’t done at the gate, they must do it at the table) and not to continue serving anyone who appears intoxicated. Emphasize that they are the festival’s front line in maintaining a safe environment.
– Accurate Pouring Techniques: Teach volunteers the standard pour size and give them methods to achieve it consistently. For instance, show them what a 1-ounce (30 ml) pour looks like in the festival glass. Many festivals conduct a quick hands-on practice – using water or a sacrificial bottle of wine – so volunteers can gauge the right amount. Some events provide pour spouts or marked tasting glasses to help control portions. Consistency is key: every guest should receive a similar pour, and every winery should feel their product is being portioned fairly. A volunteer who pours too generously could empty a winery’s bottle prematurely, while one who pours too stingily might shortchange the guest’s experience.
– Wine Basics: While you can’t turn every volunteer into a wine expert overnight, give them a crash course on the essentials. Explain the types of wines featured, proper pronunciation of any tricky wine names (so they don’t feel tongue-tied talking about Gewürztraminer or Tempranillo), and the general style of each wine (“This table is all New Zealand Sauvignon Blancs, expect citrus and herbaceous flavors”). If possible, provide a one-page summary at each station with bullet points about each wine being poured. Volunteers should at least be able to tell a guest the name of the wine, the producer, and one or two interesting tidbits – even if they then defer deeper questions to an expert nearby.
– Customer Service and Etiquette: Train volunteers to be welcoming and professional. This includes greeting each guest with a smile, making eye contact, and perhaps a friendly question like “Have you tried a Cabernet Franc before?” Instruct them on managing the table presentation – keeping bottles tidy, wiping up spills promptly, and never leaving a bottle’s mouth dripping on the tablecloth. Also, volunteers should know how to politely slow down service if someone is overenthusiastic (for example, suggesting “Let’s start with a small taste” if a guest is going down the line too quickly).
– Chain of Command: Volunteers need to know whom to turn to if something goes wrong or if they are unsure about something. Designate table captains or area supervisors (these could be staff, sommeliers, or experienced volunteers) to oversee clusters of tables. If a volunteer encounters a suspiciously bad-smelling bottle, an unruly guest, or simply a tough question, they should feel comfortable getting help from their captain. Clear communication via radios or a messaging system can be useful in a loud festival hall.
By investing time in volunteer training, you transform a group of well-meaning helpers into a confident crew of trained pourers. As an added bonus, volunteers who receive education and enjoy their role are more likely to return in future years – giving you a growing pool of experienced pourers who improve with each festival.
Training for Accurate Pours and Consistency
One of the hallmarks of a professional wine festival is consistency in pour sizes and serving practices. This consistency doesn’t happen by accident; it comes from careful training and the use of smart tools. All pourers – whether sommelier, educator, or volunteer – should adhere to the festival’s defined pour (often around 1 to 1.5 ounces per taste, or roughly 30–45 ml, depending on local regulations and festival policy). Pouring too much not only increases the risk of guests becoming intoxicated, but it can also deplete a vendor’s stock far faster than intended, especially at a multi-day festival. Pouring too little, on the other hand, might leave guests feeling they didn’t get a proper sample. Striking the right balance is crucial.
Training sessions should demonstrate the ideal pour visually. As mentioned, having practice bottles is very effective. Consider using a training aid like pour spouts that automatically slow the flow, or even small measuring cups in training just so pourers can see exactly what, say, 1 ounce looks like in different glasses. Some festivals mark a line on tasting glasses indicating the fill level – if that’s the case at your event, definitely point it out to your team. It can also help to position a printed example at each station (e.g., a laminated card that shows an illustration of the glass with the correct wine level).
Another aspect of consistency is pacing and timing. Train pourers to pace the pours in tandem with their talk. For example, a pourer might begin introducing the wine as they pour and stop at the right level by the time the intro sentence is done. It’s a little trick that ensures they neither over-pour while distracted by talking nor stand there in silence. Emphasize minimal wastage: demonstrate how to pour without dribbling (a quick twist of the bottle at the end of the pour helps), and have napkins or cloths on hand at every table to catch drips and keep things tidy.
Finally, consistency extends to rule enforcement – such as checking wristbands or badges if your festival uses them to indicate legal drinking age or VIP status. Every pourer should consistently check the required credentials, so no guest is served unlawfully. This point bears repeating: always align your training with local alcohol service laws. In some jurisdictions (like parts of the USA, Australia, or Singapore), alcohol servers must have specific certifications or the event must obtain special licenses for volunteers to pour. Make sure all your pourers understand any legal do’s and don’ts (for instance, some locations forbid pouring for obviously intoxicated patrons, and staff could be legally liable if they do so). By drilling these policies in training, you protect your festival’s license and reputation.
Coaching Guests and Enhancing the Experience
A wine festival isn’t just about handing out samples – it’s an opportunity to create a memorable journey for attendees. Guest coaching refers to how pourers interact with guests to help them appreciate and enjoy the wine. With the right approach, each pour becomes a chance to engage, educate, or simply delight the attendee, making your festival stand out. Both sommeliers and wine educators will naturally shine in this area, but even volunteers can contribute significantly with some guidance.
Encourage your pourers to see themselves as hosts and guides, not just servers. This could be as simple as offering a bit of background on each wine (“This rosé is made in Provence by a family winery, it’s very dry and crisp, perfect for a summer day.”) or giving a quick tasting tip (“Feel free to swirl the wine in your glass – it helps release the aroma, so you’ll smell the strawberries and herbs even more.”). Such small tidbits can greatly enrich a guest’s experience, especially for those who are new to wine tasting. Instruct pourers to tailor their coaching to the guest’s interest level: some guests love hearing details and will ask lots of questions, while others might just be there to socialize and sip. A great pourer reads the room – they can offer more knowledge to those who want it and simply provide a friendly pour to those who don’t.
Another aspect of guest coaching is guiding the tasting order and pace. If your festival is set up so guests can roam and try wines in any sequence, pourers can gently advise sensible tasting progression. For instance, a volunteer might suggest, “You might want to try the lighter whites here before moving on to the heavy reds at the next table, so you don’t overwhelm your palate.” If someone comes up with a full glass of another wine, a tactful educator could mention, “We have water and crackers here if you’d like to cleanse your palate first – it helps you taste this wine better.” These little pointers show a level of care that guests will notice and appreciate.
Dealing with questions is a big part of guest interaction. Train your staff on frequently asked questions and how to handle them. Common ones at wine festivals include: “How many wines can I taste here?”, “Can I come back for a second pour of this later?”, “Where is this winery located?”, or “What food would go well with this wine?”. Provide pourers with standard answers or the resources to answer (for location, maybe every table has a map of regions; for food pairing, offer a general suggestion or have an educator step in). Importantly, teach them to never dismiss a question. Even if it’s something basic like “What’s a Merlot?”, the pourer should respond enthusiastically and without any condescension (“Merlot is a grape varietal – one of the main ones from Bordeaux, France, but it’s grown all over the world. This one is actually from Washington State…”). A culture of open, friendly dialogue makes newcomers feel welcome and seasoned wine lovers feel valued.
Finally, ensure that all pourers know the festival’s features that enhance the guest experience (beyond wine). If there are seminars, food pairing stations, or a Ticket Fairy contest happening, the pourers can act as ambassadors, reminding guests of these opportunities. This not only spreads out the crowd (preventing too many people from clustering in one area) but also creates a holistic experience where every staffer is contributing to guest enjoyment beyond their own table.
Handling Wine Faults and Challenges with Grace
Even in the best-run festival, things can go wrong at the pouring station – a wine might be “off,” a guest might raise a complaint, or some mishap could occur. Preparing your pourer staff to handle these faults and challenges calmly and professionally is key to maintaining the festival’s high standards.
Wine faults: One of the advantages of having knowledgeable pourers (like somms or experienced educators) is the ability to detect wine faults such as cork taint (the infamous “corked” wine that smells like wet cardboard), oxidation (wine turned to vinegar-like aromas from too much air), or sulfur issues (that struck-match smell from certain compounds). However, volunteers might not confidently identify these issues on their own. Training should cover the basics of wine faults: describe the common signs and stress that if a volunteer suspects something is wrong with a wine’s taste or smell, they should not serve it and should immediately inform their supervisor or a nearby sommelier. It’s much better to pull a questionable bottle off the table than to serve it and have dozens of guests grimacing. If you have winery representatives at the table, they will usually handle it – but if it’s just your staff, have a protocol: perhaps a spare bottle can be provided, or the wine is withdrawn from tasting and the event’s management is notified to follow up with that winery later.
Guest complaints or issues: Sometimes a guest will be the one to point out a problem – “I think this wine might be bad” or even “I don’t like this, it tastes strange.” Train pourers to respond graciously. The correct response is to apologize and offer an alternative or a fresh pour from a new bottle, not to debate the guest’s palate. For instance, a volunteer could say, “Thank you for letting me know. Let me open a new bottle so you can try it again fresh,” or “No problem, let’s find something you’d enjoy better – how about a sweeter white next, if this red isn’t to your taste?” This way, even a negative moment can be turned around into good service.
Spills and accidents: Wine festivals can be crowded and accidents happen – a glass might slip or a bottle might tip over. Ensure every station has a basic cleanup kit (paper towels or cloths, a trash bin, maybe even a small sawdust or absorbent for bigger spills). Pourers should be trained not to panic or get flustered by a spill. If a guest spills a drink, assist them calmly, offer them a replacement tasting if appropriate, and wipe up quickly. If a volunteer accidentally spills on a guest, a sincere apology and quick action (perhaps offering a comp tasting ticket or directing them to a restroom to clean up) goes a long way. These incidents are inevitable, but how they are handled will stick in guests’ memories – a swift, courteous recovery can actually impress attendees, showing that the festival staff can handle issues.
Managing difficult guests: On occasion, pourers might face guests who have overindulged or are being rude. This is a sensitive situation; train your team to remain polite and not engage in arguments. If someone is visibly intoxicated, the volunteer should stop serving them (as required by law in many places) and call over a supervisor or security personnel. Provide phrases for disengagement, like “I’m sorry, but I’m not allowed to serve you any more for now. Let’s get you some water.” Back up your staff by having a clear policy: they should know they won’t get in trouble for refusing service to keep things safe. For rude behavior, a similar escalation path should be in place – involve festival management or security if a guest is harassing staff or other attendees. The key is that no pourer should feel they have to handle a dangerous or very uncomfortable situation alone.
By covering these scenarios in training and having a support system, you empower your staff to handle faults and challenges with grace. Guests will likely never see the behind-the-scenes coordination – they’ll just notice that issues get resolved quickly and professionally.
Professionalism at Every Table
The ultimate goal of focusing on pourer staffing and training is to create a consistent level of professionalism across every table and tasting station at your festival. From the first booth to the last, attendees should encounter knowledgeable, courteous staff who follow the same high standards. This consistency builds trust with your audience; they know they can approach any table and receive a great pour and helpful interaction. It also builds trust with the wineries and vendors: they see that you are handling their product and brand image with care, which encourages them to return to your festival year after year.
How do you ensure this consistency? First, by standardizing training as we’ve outlined, and second, by fostering a team mindset among your pourers. On event day, consider a quick all-staff huddle before the sessions begin. Remind everyone that they are all part of one festival team delivering a unified experience, even though they are spread out across different tables or halls. Encourage the more experienced pourers (the somms and educators) to mentor volunteers on the fly – perhaps pairing up occasionally or having roving leads who can give quick pointers and encouragement. In a large festival in, say, New Zealand or France, where multiple halls or tents are used, having a designated “lead pourer” (maybe a head sommelier or event manager) per area helps keep standards aligned. That lead can walk around, observe service, and gently correct any issues (like a volunteer who started over-pouring as the night went on, or an educator who got too engrossed in conversation and caused a line to form).
It’s also important to recognize and reward good performance, as this reinforces professionalism. Simple things like thanking the pourers during and after the event, highlighting a few outstanding team members in a post-event debrief, or even small rewards (a gift card, a bottle of wine, or an invitation to an appreciation event) can motivate staff and volunteers to take pride in their professional service. Many festivals, such as those in Canada and the UK, thrive on a loyal volunteer base that comes back annually because they feel valued and enjoy being part of a well-run operation.
Remember that professionalism is contagious. When one table sets a polished example – correct pours, engaged guests, clean station – nearby tables will often up their game too, because it becomes the norm. Conversely, one sloppy or disengaged pourer can stick out like a sore thumb. By addressing pourer staffing holistically (selecting the right people and training them thoroughly), you greatly reduce the chance of any weak links. The result is a seamless festival atmosphere where the focus stays on the wine and the enjoyment, rather than any service hiccups.
Adapting to Different Scales and Cultures
Wine festivals come in all sizes and styles – the staffing approach that works for a grand international expo might differ from that of a local harvest fair. The principles of roles and training, however, remain universally applicable, with adjustments to fit your event’s context.
For small-scale or community wine festivals, you might not have the budget or access to many certified sommeliers or professional educators. In these cases, lean on enthusiastic volunteers and amplify their capabilities through training. Identify a few star volunteers or local wine club members who could effectively become your “educators” after some extra coaching. Perhaps there’s a wine shop owner in town or a blogger who would love to be involved – these folks can serve as knowledgeable anchors at key tables. You can also get creative with partnerships: for example, invite a nearby hospitality school or sommelier class to participate. In some countries, like Italy and India, sommelier associations often encourage their students or graduates to volunteer at public wine events as practice, bringing mutual benefit. Ensure these participants are integrated into your team and understand the festival’s service ethos.
For large-scale festivals or international events, coordination is the challenge. With hundreds of pourers, standardizing training becomes a big project – but it’s even more crucial at this scale. Break down the workforce into teams with clear team leads. A proven tactic is to host multiple training sessions (including virtual webinars if needed for those coming from out of town) and require everyone to attend at least one. Provide a digital handbook or video series that covers all the essential points, so late additions to the team can get up to speed. Big festivals might also segment roles more clearly: you could have distinct teams such as a Sommelier Team (handling premium sections or roaming guest questions), a Volunteer Pourer Team, and a Floor Management Team. Despite different duties, all teams should be educated about what the others are doing. For instance, volunteers should know who the sommelier team members are and feel comfortable deferring detailed questions to them; sommeliers should be aware of the chain of command so they can step in to support volunteers without stepping on each other’s toes.
Cultural context matters too. In some regions, wine culture is very traditional – imagine a festival in France or Spain where many attendees already have a baseline of wine knowledge. The pourers here (even volunteers) might themselves come from a culture of wine appreciation, so the training might focus less on “Wine 101” and more on hospitality and language skills for international guests. In other regions, such as emerging wine markets in Asia or Africa, your staff might encounter many first-time tasters; here, patience and educational tidbits become even more crucial, and you might incorporate a bit more foundational wine info in training sessions. Language can be a factor at international festivals – having multilingual educators or providing key info in multiple languages (even if just on printed cards) can elevate the experience for non-English-speaking guests. Adapt your staffing to who your audience is: a family-friendly wine fair in rural New Zealand will have different needs than a luxury wine showcase in Singapore’s financial district.
No matter the scale or locale, the cornerstone is ensuring every pourer is prepared and empowered to do their job well. Tailor the mix of somms, educators, and volunteers to what’s available and affordable, but hold everyone to a high standard through training and clear expectations. The specifics may vary, but the commitment to accurate pours, guest engagement, and problem-solving transcends all borders.
Conclusion
Pourer staffing might not always grab headlines in festival planning discussions, but it is undeniably one of the make-or-break factors in a wine festival’s success. The wine in the bottle only shines if it’s served right. By deploying a well-considered blend of sommeliers for expertise, wine educators for approachability, and trained volunteers for strength in numbers – and by grounding them all in solid training – a festival producer sets the stage for an event where every table exudes professionalism.
These strategies elevate not only the guest experience (guests feel cared for, learn something new, and enjoy each sip) but also the festival’s reputation among wineries and sponsors (who see their products showcased respectfully and expertly). Seasoned festival organizers will attest that when your pouring team is competent and confident, it reduces fires to put out elsewhere. Fewer over-pour incidents, happier attendees, and smoother operations create a positive feedback loop that can be felt in everything from social media reviews to vendor satisfaction scores.
As you plan your next wine festival – whether it’s a cozy regional gathering or a sprawling international affair – take the time to craft a pourer staffing plan that prioritizes knowledge, training, and guest engagement. In doing so, you’ll cultivate an environment where the wine can truly speak for itself, glasses are raised (with just the right amount of wine in them), and everyone involved relishes the experience. That is the essence of a great wine festival: not just the quality of wines, but the quality of the service and human touch accompanying each pour.
Key Takeaways
- Mix Skill Levels at Pouring Stations: Aim for a blend of sommeliers, wine educators, and well-trained volunteers so every table has both expertise and adequate help. If somms aren’t available, elevate knowledgeable volunteers to act as mini-educators.
- Train for Consistent, Accurate Pours: Establish a standard tasting pour (e.g. 1 oz/30 ml) and train all staff to stick to it. Use practice sessions, visual aids, or measured pourers to ensure every guest gets a uniform experience and no wine is wasted.
- Emphasize Guest Interaction: Instruct pourers to engage guests with brief wine info, tasting tips, and a friendly attitude. A little “wine coaching” – tailored to the guest’s interest level – turns a simple tasting into a memorable experience and showcases your festival’s hospitality.
- Prepare for Wine Faults & Issues: Educate staff on common wine faults (corked wine, etc.) and set a protocol for swapping out questionable bottles. Empower pourers to handle minor mishaps (spills, broken glass) calmly, and give them clear support channels for bigger issues like difficult guests or emergencies.
- Consistency and Professionalism Matter: Hold every pourer to high service standards – from appearance (clean attire, name badges) to actions (no drinking on duty, polite communication). A professional pouring team at every table elevates the entire festival, impressing attendees and wineries alike.
22nd September 2025