General Manager Wine Bar

General Manager

2A Wine Bar | Milwaukee, Wisconsin

Reports To: Owners
Schedule: Full-time position requiring regular evening and weekend availability

About 2A

2A is a wine bar in Milwaukee’s historic Third Ward built around great wine, genuine hospitality, and connection. We believe wine should be interesting without being intimidating, and that the best wine experience comes from understanding the person, the occasion, and what they enjoy.

As we begin the next chapter of 2A, we are looking for a General Manager who loves wine, takes great care of people, knows how to run a hospitality business, and is excited about helping us grow. Part of that growth is going to be an expansion into thoughtfully curated cocktails.

The Role

The General Manager is responsible for the day-to-day operation and performance of 2A. This is a hands-on role leading and supporting the team, customer experience, wine program, operations, and growth of the business.

The GM reports directly to the Owners. The GM will have autonomy run the day-to-day business, aligned with strategies created within their strong, transparent partnership with ownership.

What You'll Own

Day-to-Day Operations

· Ensure 2A is properly staffed, stocked, organized, clean, and ready for business.

· Manage scheduling, labor, opening and closing procedures, POS processes, cash handling, purchasing, inventory, and operating standards.

· Resolve customer, staffing, facility, and operational issues quickly and independently.

· Maintain strong standards for responsible alcohol service, food safety, sanitation, and compliance.

Wine and Reward Program

· Partner with the Owners to execute the wine strategy and experience established for 2A.

· Manage day-to-day wine selection and ordering within the agreed-upon strategy, ensuring the right products are available while maintaining appropriate inventory levels.

· Understand our customers and provide feedback to the Owners on preferences, requests, sales trends, and opportunities for new wines.

· Manage pricing, margins, purchasing, inventory movement, and seasonal changes.

· Meet regularly with distributors and suppliers to taste and evaluate wines, manage ordering, and identify new products and opportunities that support 2A's strategy.

Customer Experience & Team

· Create a welcoming experience where both new and experienced wine, cocktail, and N/A drinkers feel comfortable.

· Build relationships with customers and create experiences that encourage repeat visits.

· Recruit, train, schedule, coach, and develop the 2A team.

· Set clear expectations for hospitality, wine knowledge development, attendance, teamwork, cleanliness, and performance.

· Be visible and engaged during service and willing to jump in wherever needed.

Growth & Events

· The GM is expected to help grow 2A, not simply maintain the existing business.

· Establish and execute weekly, monthly, and quarterly growth priorities with the Owners.

· Grow sales, customer traffic, repeat business, and average guest spend.

· Support 2A Wine Club and customer rewards program, including membership, retention, special offerings, and member experiences.

· Build and deliver private events, corporate gatherings, celebrations, and large-group business.

· Create a consistent calendar of tastings, wine education, winemaker events, collaborations, and other programming.

· Develop relationships and partnerships within the Milwaukee community that introduce new customers to 2A.

· Track results and adjust initiatives based on what is working.

Business Performance & Ownership Partnership

· Understand and manage key business measures including sales, labor, beverage costs, margins, inventory, and event performance.

· Know what is happening in the business and communicate performance, challenges, and opportunities to the Owners.

· Bring forward ideas and recommendations rather than waiting for direction.

· Take ownership of decisions and follow through on commitments.

· Partner with the Owners on major business, product, event, and growth decisions while independently managing day-to-day operations.

Experience & Qualifications

· 3 years of hospitality experience, preferably in a wine bar, restaurant, tasting room, cocktail bar, or beverage-focused environment.

· 2 years of leadership experience with responsibility for employees and daily operations.

· Strong wine knowledge is required, including an understanding of varietals, regions, styles, producers, food pairings, and price points.

· Experience selecting and purchasing wine and working with distributors or demonstrated readiness to take ownership of these responsibilities.

· Experience managing scheduling, labor, inventory, purchasing, and basic financial performance.

· Demonstrated ability to contribute to sales growth, customer retention, events, or other revenue-generating initiatives.

· Strong leadership, communication, organization, and problem-solving skills.

· Ability to work evenings, weekends, holidays, and other peak hospitality periods.

· Wine certifications such as WSET, Certified Sommelier, CSW, or similar credentials are a plus but are not required. Practical wine knowledge and the ability to connect wine to our customers are more important to us than a credential.

What Success Looks Like

Success means:

· 2A runs smoothly day to day without requiring the Owners to manage the details.

· Weekly, monthly, and quarterly sales and growth goals are achieved.

· The wine program has the right selection, healthy margins, and well-managed inventory.

· Wine Club, rewards, events, large groups, and repeat customer business continue to grow.

· Labor, inventory, purchasing, and operating costs are well managed.

· The team is staffed, trained, engaged, and accountable.

· Customers consistently receive great experience.

· The GM understands the business, identifies opportunities, takes action, and communicates openly with the Owners.

Pay: $55,000.00 - $75,000.00 per year

Benefits:

• Employee discount
• Paid time off

Work Location: In person

Salary : $55,000 - $75,000