Ensuring an inclusive wine industry
The efforts to increase the quality of diversity, equity, and diversity in the world of wines have gained popularity over the past few years, but a consistent effort is crucial to bring about real, long-lasting changes.
The movement for social justice that began to emerge in the year 2020 after the murder of George Floyd has brought attention to the issue of inequality that has been ignored for too long in numerous organizations and industries, including in the world of wine. Just one percent of the 1500 wineries operating in the US are owned by blacks, as per the Association of African American Vintners, and individuals from different backgrounds are not represented in the overall industry.
The last few years have led to initiatives that aim to correct these disparities. In fact, the majority of Black wine owners reported that their companies have benefited directly from equity, diversity in the industry and inclusion efforts, according to “Terroir Noir: 2023 Study of Black Wine Entrepreneurs” conducted by the wine business expert Monique Bell. Monique Bell. However, approximately half of respondents agree or do not agree with the assertion that the industry of wine is taking action to improve inclusion for Black wine business owners and professionals. Respondents identified limited funding as the primary obstacle for Black entrepreneurs in the wine industry’s growth, as well as distribution challenges.
Resolving the issue of inequity in the world of wine
Wine professionals have been pursuing an inclusive wine industry since the year 2000 the challenges we face aren’t new.
“Diversity wasn’t a concern in the wine industry, except for those who were left out. It wasn’t until outbreak of the epidemic that the rest of the wine industry began to pay attention. We’ve seen a tiny improvement in the past three years, however, it’s a slow progress,” said Angela McCrae as executive director of the AAAV and co-founder of the media company Uncorked & Cultural.
The AAAV has been in existence since 2002, but for the last two decades, it wasn’t “virtually unknown as an organization,” McCrae explained. The recent rise of DEI initiatives within the wine industry has drawn more attention to the group and it has led to its participation in various events like The Texas Sommelier Conference as well as the Wine and Spirits Wholesalers of America’s annual conference, and Culinary Institute of America’s “Worlds of Flavor.
Being present at these kinds of gatherings has provided the AAAV the opportunity to speak about the necessary changes to be made to the wine industry as well as the work that it has done to make it easier for Black winemakers in the past 21 years.
Inspiring the industry to grow by the sharing of customer values
The experience of customers is a vital element of efforts to make the industry of wine more inclusive. Wine sellers can help create environments that enable people to be involved with the wine industry in a manner that is more accessible.
“A lot of retailers think that the key to selling more BIPOC-owned or -produced products is to simply put more of them on the shelves, but in reality the work starts with building a thoughtful and conscientious customer base,” said TJ Douglas, the founder and chief executive officer of Drink Progressively Group.
Douglas
Douglas, along with his partner, Hadley, founded their Massachusetts wine shop, The Urban Grape, in the year 2010. Instead of organizing wines according to region or variety, The store shelves are arranged according to their body, using a method that the Douglases developed, dubbed The Progressive Scale.
“It is natural that we’ve enlisted customers who are willing to think outside the conventionally stocked brands. Also, we’ve gained a younger customerele who are willing to invest their money in products that are reflective of their ideals, or their perception of themselves within the global marketplace,” Douglas said.
