By Lori Fredrich Senior Food Writer, Dining Editor, Podcast Host Published Mar 26, 2023 at 9:32 AM Photography: Lori Fredrich

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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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Lori Fredrich Senior Food Writer, Dining Editor, Podcast Host

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 each and every dish. She’s had the privilege of chronicling these tales via numerous media, including OnMilwaukee and in her book “Milwaukee Food.” Her work has garnered journalism awards from entities including the Milwaukee Press Club. 

When she’s not eating, photographing food, writing or recording the FoodCrush podcast, 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.