Secret sauce for wine shop owner is robust mix of right prices, high-touch service

Thomas Morgan fell into the wine business in 1999. Ever since then, he’s worked to increase his knowledge of the industry.

In college, Morgan was interested in food production, organics and the greening of cities, when he worked on an organic blueberry farm in Gainesville. The man who owned the farm, Tom Dorn, also happened to own Wine Warehouse stores statewide. Morgan started helping at Wine Warehouse and asking questions about products. “I very quickly saw this is an avenue that keeps me in my desire to work in food and farming, but it is also a booming business,” says Morgan.