San Francisco Wine School

What San Francisco Wine School does

San Francisco Wine School is a privately held wine education institution founded in 2011 by Master Sommelier David Glancy and co-owned with Chief Operating Officer Kristin Campbell. Headquartered in a 4,000 sq ft Education and Event Center at 415 Grand Avenue in South San Francisco, the school delivers wine education across the full spectrum from beginner enthusiasts to advanced hospitality professionals, including preparation for industry-recognized credentials such as WSET (Levels 1-3), Court of Master Sommeliers, Society of Wine Educators, Wine Scholar Guild, Institute of Masters of Wine, and proprietary Glancy-branded certifications (CWAS, NWAS, Somm Essentials). The catalog spans 25+ certifications, multiple educational series, and 75+ individual classes covering blind tasting, food and wine pairing, wine regions, and wine business management.

The core platform combines a hybrid live classroom (simultaneous in-person and online participation with tasting kits shipped across the US), an asynchronous e-learning platform (Glancy eWine School), and a venue capable of hosting up to 400 guests for corporate or private events. Instruction is delivered by a small team of industry-leading instructors (Master Sommeliers and a Master of Wine) averaging 20 years of hospitality and wine trade experience. The proprietary deductive tasting methodology blends Court of Master Sommeliers, WSET, and Master of Wine techniques into a structured blind tasting approach used across the curriculum.

The business generates revenue from multiple streams: one-time course registration fees (individual classes $45-$185, educational series $645-$1,895, certification programs $499-$1,895), recurring tiered membership subscriptions ($25-$325 per quarter), corporate training and private events (with minimum onsite fees of $1,500 and offsite fees of $2,000), wine travel experiences, and weekly wine bar operations (The Secret Wine Bar). Customer segments include wine and hospitality industry professionals, individual wine enthusiasts, and wine-adjacent businesses such as restaurants, hotels, retailers, and distributors, with named enterprise accounts including Google, KPMG, Deloitte, Intel, Southern Glazer's Wine & Spirits, and Analog Bits. The Glancy Wine Education Foundation, a 501c3 nonprofit affiliate, administers scholarships covering 60-100% of tuition for qualifying students.

Name

San Francisco Wine School

Legal name

San Francisco Wine School

Website

https://sanfranciscowineschool.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

San Francisco Wine School, founded in 2011 by Master Sommelier David Glancy, delivers wine education and certifications (WSET, CMS, SWE, WSG, IMW, proprietary Glancy programs) to hospitality professionals and enthusiasts through hybrid in-person/online classes with US-wide tasting kit delivery, plus memberships, corporate events, and a wine bar.

Ownership category

akta.pro rank

Headquarters

HQ city

South San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Course Registration Fees: Fees for individual classes ($45-$185), educational series ($645-$1,895), and certification prep programs. Includes WSET, Wine Scholar Guild, Court of Master Sommeliers, Society of Wine Educators certifications.
2. Membership Subscriptions: Quarterly subscription tiers: SFWS Member ($25/quarter), Scholar Member ($175/quarter with wine allocations), Maestro Member ($325/quarter with premium wine allocations). Includes Learn & Earn rewards on class registrations.
3. Venue Rental & Private Events: Rental of 4,000 sq ft Education & Event Center for corporate meetings, private dining, receptions up to 400 guests. Custom wine education and tasting experiences for private groups.
4. Corporate Training: Customized wine education programs for businesses including staff training, certification prep, and consulting on beverage programs. Corporate rates available.
5. Secret Wine Bar Revenue: Weekly wine bar operations Thursday-Saturday evenings. Wine by the glass and retail sales, nosh boards, membership discounts.
6. Wine Travel Experiences: Wine road trips and edu-tasting vacations to wine regions (e.g., Valle de Guadalupe, wine cruises). Includes lodging coordination and activities.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

San Francisco Wine School delivers wine education and certification programs for both hospitality professionals and enthusiasts, offering WSET, Society of Wine Educators, Wine Scholar Guild, Court of Master Sommeliers, Institute of Masters of Wine, and proprietary Glancy Wine Certifications. Courses are delivered in-person, hybrid, and asynchronous online formats with tasting kits shipped across the US, supplemented by private events, corporate training, wine travel experiences, and a weekly wine bar.

Product overview

San Francisco Wine School operates as a comprehensive wine education platform offering certification programs, educational series, individual classes, and membership services. The core offering includes WSET certifications (Levels 1-3), Society of Wine Educators credentials, Wine Scholar Guild programs (French, Italian, Spanish), Court of Master Sommeliers preparation, Glancy Wine Certifications (proprietary CWAS/NWAS), and Court of Master Sommeliers exam prep. Educational Series include the Intro to Wine Series, Intermediate and Advanced Blind Wine Tasting programs, and Somm Essentials. Individual classes span wine fundamentals, regional deep-dives, blind tasting by grape variety, food pairing, and wine business topics. The school also operates The Secret Wine Bar as a weekly venue, offers Wine Travel Experiences, and provides Business Services including consulting and staff training. Delivery formats include in-person classes at their South San Francisco venue, hybrid simultaneous online/in-person classes with shipped tasting kits, and asynchronous e-learning options. The SFWS Membership Program offers tiered access to exclusive events, wine club allocations, and discounts.

Differentiator

Problem solved

Functional benefit

Brands

• Glancy eWine School: Asynchronous online wine education programs offered by San Francisco Wine School
• The Secret Wine Bar
• Glancy Wine Education
• SFWS Membership

Products and services

• WSET Certification Programs Wine & Spirit Education Trust certification programs at all levels (Level 1-3), offered in partnership with Commonwealth Wine School. Includes study materials, theory lectures, systematic wine tasting, and certification exams for aspiring wine professionals.
• Society of Wine Educators Certifications Programs including Certified Specialist of Wine (CSW) credential and Certified Wine Educator certification for hospitality beverage specialists.
• Wine Scholar Guild Programs French Wine Scholar, Italian Wine Scholar, and Spanish Wine Scholar certification programs covering wine regions of France, Italy, and Spain in depth.
• Court of Master Sommeliers Programs Preparation courses for Court of Master Sommeliers certifications for wine and hospitality professionals seeking advanced credentials.
• Institute of Masters of Wine Preparation Educational preparation for the Master of Wine certification, the highest credential in the wine industry.
• Glancy Wine Certifications Proprietary certifications developed by Master Sommelier David Glancy, including California Wine Appellation Specialist (CWAS) and Northwest Wine Appellation Specialist (NWAS).
• Intermediate Blind Wine Tasting Program Six-class series developing foundational blind wine analysis techniques including component tasting for structure and aroma, faults identification, varietal profiling, and deductive tasting methodology.
• Advanced Blind Wine Tasting Intensive six-class series using challenging flights to advance blind wine tasting skills for exam preparation. Covers aromatic whites, thin-skinned reds, thick-skinned reds, bubbles, botrytis, fortified wines, and timing drills.
• Intro to Wine Series Foundation series for wine beginners covering wine fundamentals, grape varieties, regions, and basic tasting techniques. Pairs with individual introductory classes.
• Somm Essentials Comprehensive sommelier preparation course covering wine theory, tasting technique, and service skills. Includes exam preparation for Court of Master Sommeliers certifications.
• Wine Program Management Certificate Business-focused certificate program covering wine list development, beverage cost control, vendor relations, beverage law, and cellar management. Developed by Master Sommelier David Glancy.
• Individual Wine Classes A la carte classes covering specific topics including Wine 101, intro classes by region (French, Italian, Spanish, California), blind tasting classes by grape variety, food pairing, wine service techniques, and winemaking topics.
• The Secret Wine Bar Weekly wine bar open Thursday, Friday, and Saturday evenings at the South San Francisco location. Features curated wines by Master Sommelier David Glancy, nosh boards, monthly themes, and member events.
• Wine Travel Experiences Guided wine trips including the 2027 Summer Wine Cruise Barcelona to Rome and Harvest Wine Road Trip to Valle de Guadalupe, Mexico. Includes transportation, tastings, tours, and group meals.
• Private Events Customizable private wine education experiences including corporate events, team building, private dining, seated educational tastings, and reception-style events. Available at their venue, client locations, or virtually.
• SFWS Membership Program Three-tier membership (Member, Scholar, Maestro) offering exclusive access to member events, quarterly wine club allocations, learn-and-earn rewards, and discounts on classes and wine bar purchases.
• Business Services Services for wine businesses including event sponsorship, public appearances, consulting on beverage programs, guest edutainment, staff training, corporate rates, and scholarship sponsorships.
• Glancy Wine Education Scholarships Scholarships covering 60-100% of tuition for certifications and educational series, available to wine/hospitality professionals earning 150% or less of their local living wage. Administered through the Glancy Wine Education Foundation.
• Hybrid Class Format Live hybrid classes available both in-person and online simultaneously, with custom tasting kits delivered across the US for remote participants. Combines Roomers (in-person) and Zoomers (online) in the same session.
• Glancy eWine School (Asynchronous) Self-paced online courses for independent study, allowing students to learn wine education on their own schedule without live instruction.

Quantifiable outcome

• Students land first wine industry jobs after completing programs
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Society of Wine EducatorscoreStrategic or Co-development PartnerPartnership to offer Certified Specialist of Wine credential and hospitality beverage specialist certification programs. SWE provides certification exams and credentials while SFWS delivers instruction and exam preparation.
• Wine Scholar GuildcoreStrategic or Co-development PartnerAward-winning partner offering Italian, French, and Spanish Wine Scholar certification and Essentials programs. SFWS delivers WSG curriculum and administers exams.
• Commonwealth Wine SchoolcoreStrategic or Co-development PartnerProvider of WSET Level 1, 2, and 3 certifications. Commonwealth Wine School is one of the most experienced WSET providers on the west coast and won Wine Educator of the Year Award in 2012.
• GuildsommminorGTM or Marketing PartnerWine industry education and membership discounts partnership. Cross-promotion of educational content and member benefits.
• Wine InstituteminorGTM or Marketing PartnerPartnership to educate teams on California Wine. SFWS produced educational videos on 14 California wine regions for Wine Institute's California Wine Month.
• RiedelminorGTM or Marketing PartnerGlassware partner for wine education and events. Riedel glassware available for events and special occasions.
• Southern Glazer's Wine & SpiritsminorChannel Partner/ Reseller/ DistributorMajor wine and spirits distributor as partner/client for industry education and events.
• Glancy Wine Education FoundationcoreStrategic or Co-development Partner501c3 qualified foundation offering named scholarships to organizations and individuals in hospitality and food & wine industry. Provides 60-100% tuition coverage for qualifying students.
• Court of Master SommelierscoreStrategic or Co-development PartnerPartnership to prepare students for Court of Master Sommeliers certification exams at all levels.
• Institute of Masters of WinecoreStrategic or Co-development PartnerPartnership to support students pursuing Master of Wine certification and professional development.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Society of Wine Educators: Credentialing body offering CSW and CWE certifications that SFWS prepares students for. SWE is both a partner and the source of one of SFWS's core certification offerings; its broader network of educators and providers competes with SFWS.
• Napa Valley Wine Academy: California-based wine school offering WSET, WSG, and SWE certifications plus in-person and online classes. Closest direct competitor to SFWS in curriculum breadth, geography-adjacent location, and target audience of hospitality professionals and enthusiasts.
• International Wine Center (New York): NYC-based wine school delivering WSET, Court of Master Sommeliers prep, and Society of Wine Educators programs. Competes head-to-head with SFWS in the US East Coast market for the same hospitality-professional and serious-enthusiast segments.
• Capital Wine School: Washington DC-area wine school offering WSET, WSG, and SWE credentials plus in-person/hybrid classes. Comparable to SFWS in delivery formats (in-person plus online tasting kits) and target customer (career-changers and trade professionals).
• Commonwealth Wine School: West Coast WSET provider (Wine Educator of the Year 2012) that delivers SFWS's WSET Level 1–3 classes and could compete independently for the same WSET-eligible students. Functionally both a delivery partner and a potential competitor.
• Wine & Spirit Education Trust (WSET): Global wine/spirit certification body whose Levels 1–3 are delivered by SFWS via Commonwealth Wine School. WSET is both a partner and the dominant credentialing authority SFWS's curriculum orbits; expansion of WSET's own provider network and online learning directly competes with SFWS's delivery model.
• Wine Scholar Guild: Provider of French, Italian, and Spanish Wine Scholar certifications — SFWS is an 'award-winning partner' offering WSG curriculum. WSG's growing global provider network competes with SFWS for country/region-specialist certification students.
• Court of Master Sommeliers: Global certifying body for the Master Sommelier credential; SFWS prepares students for CMS exams. As the apex sommelier credentialing organization, CMS shapes demand for the prep courses that anchor SFWS's high-end offering.

Emerging players

• Wine Folly: Digital wine-education platform with articles, courses, and a certification-agnostic content brand. Competes with SFWS at the enthusiast entry-level where free/low-cost digital content can substitute for paid introductory classes.
• GuildSomm: Membership-based wine education and trade network partnered with SFWS for member discounts. Overlaps with SFWS's sommelier-prep audience and offers free educational content plus community features that compete for time and share-of-wallet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sfwineschool
• Facebookfacebook.com/sfwineschool
• LinkedInlinkedin.com/company/san-francisco-wine-school

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about San Francisco Wine School