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From its vintage library aesthetic to the selection of wine, spirits and tobacco on the shelves, there’s nothing ordinary about Thelma Carol Wine Merchants, one of the newest retail shops in the Cream City.
This week we’re sitting down with proprietors Rebecca Button and Jerel Hall to chat about their journey to wine, the inspiration behind their shop and their perspectives on the ever-evolving world of wine. Along the way, we chat about natural wine, the work being done at American Wine Project and the philosophies Button and Hall employ to make trying new wines fun and accessible.
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As a passionate champion of the local dining scene, Lori has reimagined the restaurant critic's role into that of a trusted dining concierge, guiding food lovers to delightful culinary discoveries and memorable experiences.
Lori is an avid cook whose accrual of condiments and spices is rivaled only by her cookbook collection. Her passion for the culinary industry was birthed while balancing A&W root beer mugs as a teenage carhop, fed by insatiable curiosity and fueled by the people whose stories entwine with every dish. Lori is the author of two books: the "Wisconsin Field to Fork" cookbook and "Milwaukee Food". Her work has garnered journalism awards from entities including the Milwaukee Press Club. In 2024, Lori was honored with a "Top 20 Women in Hospitality to Watch" award by the Wisconsin Restaurant Association.
When she’s not eating, photographing food, writing or planning for TV and radio spots, you’ll find Lori seeking out adventures with her husband Paul, traveling, cooking, reading, learning, snuggling with her cats and looking for ways to make a difference.
