Subtitle: Xmas for Winos! That’s right, Thirst Day and its charity component Thirst for a Cause return September 10. On the new episode, we talk with Alex Kroblin, founder and owner of Thirst Wine Merchants, and Chef Kurt Fleischfresser, who helped found Thirst for a Cause almost 20 years ago. I’m not sure when exactly Thirst Day became the best annual wine day in Oklahoma, but it was shortly after its founding. The day consists of a trade tasting for industry only, which allows bartenders, servers, managers, owners, etc., to taste wines and spirits from Thirst’s portfolio at tables occupied by — in most cases — an owner, distiller or winemaker. It’s a one-day master class in booze if the industry takes advantage of the access. The evening event is a ticketed fundraiser (Thirst for a Cause) to raise money for hospitality employees who have pressing needs related to medical issues. In the episode, Kroblin and Fleischfresser go into detail as to how the money is accessed and used.

There is an origin story of course, and Kroblin also covers that. I don’t want to lose the thread here, because this event has helped many many industry pros who needed a financial assist during difficult periods. They’ve done amazing good things, and as of last year, they’re partnering with the Southern Smoke Foundation, which I’m pretty sure is the country’s largest hospitality-focused non-profit to help industry pros when they most need it. This is a rare chance to help someone who takes care of you when you’re in their bar, restaurant or hotel, and you get to eat food from some of the city’s best hospitality groups and drink from Thirst’s remarkable portfolio.

Over the years, Thirst Day has become so popular that Kroblin has to send a save-the-date in early spring to give employees, managers and owners a chance to arrange schedules, vacation days, “sick” days, etc. I don’t know if there is a national industry holiday, but this is definitely Oklahoma’s industry holiday, and if you’ve never participated, you’ve missed out on one of the great things about living here. You can get tickets here and see which producers will be there here. I’ll let Kroblin and Fleischfresser tell you the rest.