In this series, we’re diving into the lesser-known wine jobs that might not be on your radar but are legit ways to break into the industry. The world of wine is vast, and there’s more than one way to get your foot in the door!

So, let’s start with a job I know intimately. I don’t need to interview anyone or do deep research to tell you what this role is like because—spoiler alert—I am a wine rep.

The First Time I Met a Wine Rep

Before working in restaurants, I never really considered how wine actually got onto the lists of my favorite spots. I didn’t think about who was out there introducing sommeliers and buyers to winemakers or convincing them to take a chance on a new wine region.

That changed when I worked at a restaurant that had a major impact on my growth in wine. One day, the wine director told me to come in an hour early because I’d be meeting an elusive character: the Wine Rep.

This person showed up carrying a bag stuffed with bottles. They walked us through each bottle, sharing just enough about the winemaker, the region, and why the wine was worth our time. They didn’t overwhelm us with details but knew how to keep us engaged. We swirled, we spit, and by the end of the appointment, my wine director placed an order: three different wines, two cases each.

As the rep packed up and left, I thought, now that’s a job I want. Making a cameo at my favorite wine shops, bars, and restaurants, talking about wine, and making sales? Sounded like a dream.

My (Far From Comprehensive) Guide to Being a Wine Rep

Let’s start with some honesty: Before I became a wine rep, I had no real idea what the job actually entailed. After spending over a decade working in restaurants and making my way onto the wine team, I still didn’t fully understand what went into it. Sure, I’d participated in tastings and emailed reps about orders, but my knowledge stopped at "wine shows up when I need it".

The reality is, there are a lot of steps between a wine being made and it ending up on the shelf at your local shop or in the (sometimes comically tiny) cellar of a restaurant. And figuring out exactly what those steps are? Not always easy.

What Exactly Does a Wine Rep Do?

At its core, a wine rep (sometimes called a sales representative) works for either a distributor, an importer, or sometimes directly for a winery. Their job? Selling wine to restaurants, retail shops, and, in some cases, directly to consumers—depending on local regulations.

But calling it “just sales” is like calling winemaking “just grape juice.” There’s a whole lot more to it. A wine rep’s day-to-day can include:

Building relationships with buyers, beverage directors, and shop owners
Conducting tastings to showcase new vintages or producers
Educating restaurant and shop staff about wines in their portfolio
Negotiating placements on wine lists and store shelves
Managing inventory and coordinating deliveries
Representing producers who might be thousands of miles away

The winemakers have spent months or sometimes years crafting a product they can be proud of, and it’s the wine reps' job to make sure that people taste and buy it. The wine rep is there to tell the story the winemaker can’t.

How to Get the Job

Like a lot of jobs in wine, finding out who’s hiring can feel like solving a mystery. You won’t always find postings for these jobs online, and even when you do, they can be vague about what the role actually involves.

I found out about my job through word of mouth. I was working as a sommelier at a restaurant where my tip-out had become more pocket change than paycheck. I needed another source of income, and someone casually mentioned that a distributor they knew was hiring. That’s how a lot of people land these roles—by letting everyone in their wine network know they’re looking.

So, if you want to be a wine rep, tell every single person you’ve ever met in wine that you’re looking for a job. Your best bet is to tap into your network and get the inside scoop.

How to Get New Accounts

Congrats, you got the job! Now you have to do the hard part—opening accounts.

Step one: Make a list of bars, shops, and restaurants that carry the kind of wines you sell. Your goal is to get your wines on their shelves or lists.

I rely heavily on emails and Instagram DMs to set up appointments. Some people prefer cold calling or stopping by a bar for a drink before introducing themselves. However you do it, the key is persistence and knowing how to read the room. Some buyers are open and chatty, while others want you to get to the point and move on.

What to Do in Appointments

You’ve set up a meeting—now what?

Bring the right wines. Know your buyer’s style and don’t waste their time with things that don’t fit their program.
Keep it concise. Share enough information to sell the wine, but don’t overload them with details.
Read the room. Some buyers want stories, some just want numbers. Adapt accordingly.
Take rejection gracefully. Not every wine will land, and that’s okay.

How to Keep Going When No One Returns Your Emails

Here’s the unglamorous truth: people will ghost you. A lot. Buyers are busy, and sometimes they don’t have time to respond—or they just don’t want to.

The trick is to not take it personally. Follow up politely, space out your check-ins, and keep building relationships. Sometimes, it takes months for a new account to finally place an order. Patience (and a thick skin) is key.

The Reality of Being a Wine Rep

If you’re picturing a job that’s all sipping wine and charming restaurant buyers, you’re only half right. Being a wine rep is equal parts hustle, patience, and deep wine knowledge. It’s about building relationships, understanding what buyers need before they do, and—let’s be honest—carrying way too many bottles in and out of accounts every day.

But here’s the thing: if you love wine and you love connecting people with wines they might not have discovered otherwise, it can be one of the most rewarding jobs in the industry. You get to be the bridge between winemakers and the people who ultimately drink their wines. You’re the one who makes sure that a small producer from Beaujolais or a Black-owned winery in California actually gets on a wine list instead of getting lost in the shuffle.

It’s not easy, and some days are frustrating as hell. But then there are the days when a buyer takes a chance on a wine you love, or when a restaurant staff gets genuinely excited about the bottles you’re showing. Those moments make it worth it.

So, if you’re thinking about becoming a wine rep, know this: it’s a job that will challenge you, teach you, and—if you stick with it—probably lead you to some of the best wines (and people) you’ve ever encountered.

Beyond the Sommelier: A Deep Dive into Wine Industry Jobs – Wine Rep