C’EST WHAT? Wine and Sensory: Transforming Corporate Culture

Sommelier Michael Perman for Executive Events

Bringing Connection, Creativity, and Celebration to Corporate Culture

In my earlier career, I led innovation for iconic brands like Levi’s, Banana Republic, Adidas, and Hyatt. My work focused on inspiring creativity and driving innovation. I enabled people to transcend their blocks and gain confidence. Together, we created what’s next—growing and prospering.

Today, I channel that same energy into the world of wine. I explore sensory delights, humble stories, and the soulful generations that have pursued excellence and innovation.

I believe that wine can be a powerful tool for human connection. When people gather, wine serves not merely as a luxury, but as a gateway to curiosity, creativity, and shared insights. That’s the heart of my work with C’EST WHAT? Wine and Sensory—an immersive tasting experience designed for executive teams, corporate retreats, and client appreciation events.

Why Wine, Why Now?

We live in a time when executive teams are stretched thin. Leaders are navigating change while trying to maintain alignment and connection in a hybrid world. Unfortunately, trust and creativity don't grow in standard meetings; they flourish in shared moments.

We need moments where people feel at ease.

Moments that activate the senses.

Moments that encourage reflection and exploration of the new.

That’s what wine tasting can offer. This experience is akin to a ropes course for corporate teams. It invites authentic connection and creativity.

So Much More Than a Tasting

My sessions are structured and carefully orchestrated, yet never stiff. Each wine flight explores themed emotional states—like courage, love, pride, or joy. I guide participants through a multi-sensory experience that includes taste, scent, storytelling, and even sound. These themes illuminate brand values, organizational messages, or marketing campaigns.

But here’s the key: these sessions are dialogues, not lectures. The wine serves merely as a spark. What truly matters is what unfolds between people—the connections they establish, the stories they tell, and the insights they share.

Whether I'm facilitating a strategy team post-workshop, appreciating loyal clients, or helping a cross-functional leadership team explore new ideas, the goal remains consistent: to ignite connection and creativity in a way that feels both sophisticated and meaningful.

Inclusivity and Options

Not everyone drinks alcohol, and that’s perfectly fine. I also provide non-alcoholic wine flights and curated water tastings (yes, I’m also a Water Sommelier). There are unique distinctions among waters worldwide. These sessions are just as elegant, imaginative, and effective at generating meaningful conversations and insights.

The key component isn’t the alcohol.

It’s the ritual.

The moments of reflection.

The stimulation of our senses to inspire new ideas.

We must tune in—to our senses, to our teammates, and to ourselves.

My Mission of Joy and Learning

I wish I had become a Sommelier in my 20s. At my current age, I’ve found that wine is an ageless profession where everyone is equal, and I am grateful for that sense of equality. We are all here for the joy and love of sharing our expertise. My role is to help individuals rediscover joy, creativity, and confidence—not only through wine but through the inspiration it brings.

My aspiration is to leave a legacy of joy and learning. I want attendees of my sessions to leave with newfound wine knowledge, a deeper appreciation for themselves and each other, and memorable moments that they've just shared.

For Corporate Leaders, Event Planners, and Culture Builders

If you’re planning a leadership retreat, a client appreciation event, or a team bonding experience, consider something more human, elegant, and resonant than a trust fall. I’d love to collaborate with you.

Because a great glass of wine is never just a glass of wine. It’s a conversation waiting to take place.

Explore Customized Experiences

→ Learn more or book a session at: www.cestwhatwine.com

You can also message me directly on Substack, Medium, or LinkedIn to explore a custom experience tailored for your team.

Michael Perman is the founder of C’EST WHAT? Wine and Sensory in Lake Oswego, Oregon. He is a Professional Sommelier and former global brand innovation leader. Michael specializes in crafting immersive wine experiences that foster connection, creativity, and insight among corporate teams and leaders.