How Wine Tasting Became the New Ropes Course for Team Events

Michael Perman, C'EST WHAT? Wine and Sensory

Sommelier Michael Perman for Executive Events

Bringing Connection, Creativity, and Celebration to Corporate Culture

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In my earlier career, I led innovation for iconic brands like Levi’s, Banana Republic, Adidas, and Hyatt. My work was about inspiring creativity and driving innovation — enabling people to transcend their blocks to confidence. I helped teams create what’s next, to grow and prosper. Today, I bring that same energy and intention through the world of wine, sensory delights, humble stories; soulful generations aged in place, and their quest for excellence and innovation.

I believe that wine can be a powerful tool for human connection when people gather. Not just as a luxury or indulgence, but as a gateway to curiosity, creativity, and shared insight. That’s the heart of my work with C’EST WHAT? Wine and Sensory — a tasting experience designed for executive teams, corporate retreats, and client appreciation events.

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Why Wine, Why Now?

We’re in a moment where executive teams are stretched thin — trying to lead through change, rally around strategy, and stay connected in a hybrid world. But trust, alignment, and creativity don’t grow in meetings. They grow in moments.

Moments where people are relaxed.

Moments where the senses are activated.

Moments where we slow down, reflect, and share something new.

That’s what wine tasting can offer — and why I believe it’s becoming the new ropes course for corporate teams.

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So Much More Than a Tasting

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

But here’s the key: these sessions aren’t lectures. They’re dialogues. The wine is the spark, but what matters is what happens between people — the connections they form, the stories they tell, and the insights they uncover.

Whether I’m working with a strategy team coming out of an intense workshop, a group of top clients being appreciated for their loyalty, or a cross-functional leadership team exploring new ideas, the goal is the same: spark connection and creativity in a way that’s both sophisticated and meaningful.

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Inclusivity and Options

Not everyone drinks alcohol — and that’s okay. I also offer non-alcoholic wine flights as well as curated water tastings (yes, I’m also a Water Sommelier and there are unique differences among waters of the world). These sessions are just as elegant, just as imaginative, and just as effective at generating conversation and insight.

The important part isn’t the alcohol.

It’s the ritual.

The reflection.

The stimulation of sense to evoke new ideas.

The way we tune in — to our senses, to our teammates, and to ourselves.

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My Mission of Joy and Learning

I wish I had become a Sommelier in my 20s. But at my age, with my experience, I feel that wine is an ageless profession where all is equal, and I a grateful for that sense of equality. We’re all just in the business for the joy and love of sharing our expertise. I’m here to help people rediscover joy, creativity, and confidence — not just through wine, but through what wine can inspire.

My wish is to leave a legacy of joy and learning. I want the people who attend my sessions to walk away not just with new wine knowledge, but with a deeper appreciation of themselves, of each other, and of the memorable moments they just shared.

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For Corporate Leaders, Event Planners, and Culture Builders

If you’re planning a leadership retreat, a client appreciation session, or a team bonding event — and you want something that feels more human, more elegant, and more resonant than a trust fall — I’d love to work with you.

Because a great glass of wine is never just a glass of wine.

It’s a conversation waiting to happen.

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

Or message me directly here on Substack/Medium/LinkedIn to explore a custom experience for your team.

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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.