About

About us

Wine can be learned from a book. Selling wine to the guest, managing its profitability, and building a team that does it consistently, that takes a whole different kind of experience.

You have to be the one who stood there before them, on a busy night, with a hesitating guest and a long list in hand. That's what turns theoretical knowledge into results on the floor.

The Founders

Two worlds that met

Deep experience inside the wine and hospitality industry, alongside operational and strategic expertise.

Founder · CEO · Lead Trainer

Oded Hatzvani

Has lived the wine and hospitality industry for over 25 years: from managing a wine shop and working in wineries, through the Golan Heights Winery's training team, to founding the Wine Bar in Tel Aviv and the Cula restaurant in Haifa. From 2018 to 2023 he ran the Golan Heights Winery's training department and built courses that proved business results in more than 50 restaurants.

Partner · Operations

Tom Shalmony

Met Oded when he arrived at the Wine Bar as a cook, and quickly joined management roles. Built an international career: a double degree in accounting and economics from Tel Aviv University, management consulting at KPMG, and senior strategy and operations roles in technology companies. Moved to France for an MBA at HEC Paris, and builds WINEWORK from Paris.

Why Now

The next step in the evolution

"Already in 2023 I felt that with all due respect to cracking the method, there was another problem. In the current generation, the ability to hold attention through two hours of training simply doesn't exist."

"I also saw the need for continuous support. As an external representative I'd reach a restaurant once every six months at best, but a month later the manager would call saying he had new employees, and the effect had faded."

From that insight came the need for a change of approach: take the knowledge from the floor and connect it to the digital world. Online trainings, a WINE GROWTH PANEL, and for the first time in wine courses: teaching, practically, how to sell, how to open a bottle, and just as important, why. Why wine is such an important product inside the fabric called a restaurant and a guest experience.

WINEWORK is not another wine course. It's a system for restaurants' growth and success, for elevating the guest experience, and for developing and retaining your team.

Built on the service floor

Every lesson passed the busy-night test, not the classroom test.

At eye level

We simplify the wine world into a language every waiter understands and loves.

Aimed at results

Not knowledge for its own sake, but selling, experience and measurable growth.

Let's meet

Every restaurant is different. Together we'll fit the right track.

Book a Demo