Bringing Stories to the Table: How I Use Wine to Help Companies Connect
For over a decade, I’ve lived two parallel careers: one in the world of executive events and one in the world of wine. At first, these felt like separate paths — high-level networking on one side, deeply sensory experiences on the other. But over time, I realized something powerful:
Wine is a medium for storytelling — and so are great events.
That’s why I’ve started weaving my sommelier background into the executive dinners I help produce with ProGathers, creating custom wine experiences that do more than fill a glass — they elevate the message, tone, and intention of the night.
🍷 Wine as a Strategic Storytelling Tool
In today’s crowded landscape of dinners, summits, and speaker panels, companies are looking for ways to stand out. I believe wine offers a subtle, sophisticated way to do exactly that.
Every wine tells a story — of place, craftsmanship, and intention. When carefully chosen and framed, it becomes a tool for creating memorable emotional touchpoints. Whether it’s a bold red to bold security solutions, a delicate white to discuss open-ended AI, or rose that represents a blend of two companies the way it represents a blend of red and white - wine can enhance the narrative a company is trying to tell.
When a sponsor wants to communicate innovation, tradition, sustainability, or luxury — we can mirror that through the wines we choose, the tasting notes we craft, and the way we serve and present each pour.
🍽️ The Experience: From Welcome to Final Toast
At ProGathers, I now offer several customizable wine touchpoints throughout the night:
Welcome Pour – Set the tone with a sparkling or crisp white, tied to the sponsor’s message and served with branded tasting notes.
Curated Pour Station – During networking or mingling moments, guests can visit a station featuring 2–3 wines hand-selected to match the event’s energy — with sommelier guidance or passive branded cards.
Course-Paired Wine Journey – A full sommelier-led wine experience woven into the meal itself, with storytelling and pairing designed to align with the flow and theme of the night.
Each option is tailored to the brand’s goals — whether that’s warmth and accessibility, or elevated precision and luxury.
💼 Why It Matters
We’re not just handing guests a glass of wine. We’re giving companies a creative vehicle to:
Reinforce brand positioning
Spark more natural conversations
Create Instagrammable moments
Leave guests with something to remember
In a world where B2B dinners can blur together, these sensory details matter. They elevate the guest experience and create deeper connection points between attendees and sponsors.
🥂 The Human Side of the Table
At its core, wine is about people — how we gather, share, and remember. That’s why this work feels so meaningful. It’s not just about tannins or vintage charts; it’s about connection.
My goal is to help companies tell their stories in ways that feel natural, elevated, and memorable. I believe the right wine — served at the right moment, with intention — can make a message stick, a brand shine, and a night unforgettable.
If you're curious how we can use wine to support your next executive event, reach out. I’d love to explore what we could create together.
If you want to learn more about what we do at ProGathers, check out our website www.ProGathers.com
