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Following My Passion

Travel and food have always played an instrumental role in my life. (My love of adult libations would of course come later.)


One of my earliest memories is sitting with my Dad across from a travel agent to book flights for a family vacation. While the destination escapes me, the excitement and awe I felt from looking at the posters and hearing her map out our trip is still vivid.

LifeTender allows me to bring my life's passions together

My curiosity to try new food began early, and the more I traveled, the more I started to understand the deep connection between food and culture. From a cooking class in Chiang Mai where I learned Northern Thai delicacies to an overstuffed lobster roll at Red's Eats in Maine, these experiences not only provided a taste of the local culinary scene but were opportunities to engage with the community.


Over the last 15 years I spent as a brand and marketing executive in the wine industry, I worked with and visited some of the world’s most iconic properties, including Beringer (California), Louis Jadot (France), Clos Apalta (Chile), Penfold’s (Australia), and Klein Constantia (South Africa). This list is by no means exhaustive, but it illustrates why I’ve come to appreciate wine’s power to elevate an experience.


Wine—or any beverage—reveals nuances in flavors and personalities, and remains at the center of all great conversations. From a pairing dinner with a Stellenbosch winemaker to sipping a perfectly poured pint of Guinness in Galway with friends, each occasion was enhanced by a drink with its own story to tell.

I have spent my life traveling the globe in search of unique and tasty bites along with great conversation and something delicious in my glass.  LifeTender is my opportunity to channel my passion for travel, food, and wine into a service that can enhance your next experience. I want to tap into your curiosity about the world and ensure that your time away or evening at home is an occasion to be remembered.

Happy Travels!   


Michael "Jerz" Friedrich

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