From Kitchen to Cellar to Table

Entry Details

From Kitchen to Cellar to Table is a four-part Wine Society curriculum connecting wine knowledge, culinary decisions, service execution, and the member experience.

Rather than presenting four unrelated webinars, FLCMAA created a progressive learning journey. Participants moved from understanding Old World and New World wines, to recognizing varietals, pairing food and wine, and translating that shared knowledge into confident recommendations and polished service.

The program was designed to extend beyond the individual attendee. Sessions were recorded and paired with practical, club-ready tools so participants could bring the education back to culinary, beverage, and service teams. This expanded the program's reach and supported a more unified approach across front-of-house and back-of-house operations.

The subject was wine, but the model is transferable: connected education that can travel back to the club, reach an entire team, and continue delivering value after the live session ends.

Implementation

FLCMAA partnered with ClubProcure to draw upon specialists from across its portfolio, including Foley Family Wines, Kobrand Fine Wine & Spirits, The Duckhorn Portfolio, Jackson Family Wines, and culinary, trade-education, and Master Sommelier professionals.

The four sessions followed a deliberate progression:

1. Understand the influence of region, terroir, and winemaking philosophy.
2. Recognize key varietals and communicate their defining characteristics.
3. Connect culinary preparation, flavor, texture, and structure to pairing decisions.
4. Translate shared knowledge into confident recommendations and stronger service execution.

Recorded access and supporting resources allowed attendees to reuse the curriculum with their club teams. A perfect-attendance incentive encouraged participants to complete the entire journey, with those attending all four sessions eligible to receive complimentary registration for a Court of Master Sommeliers Level 1 program.

Members responded positively to the practical structure, the caliber of the instructors, and the ability to share the education beyond the original audience. The initiative demonstrated that expert instruction, connected curriculum, recorded access, club-ready tools, and a continued-learning incentive can turn a webinar series into a lasting operational resource.