Black entrepreneurs open doors to careers in wine ByDennis Pollock
to it that I want people (of color) to know they dohave aplace in it. People are going to welcome you if you show the desire to learn and your passion for it.” Bell has since joined forces with a wine media company and lifestyle brand, Uncorked & Cultured. As part of the en- deavor, she compiles a Sip Consciously Directory, an online resource featuring Black wine businesses from vintners to distributors to retailers. She said she wants to support African Americans in wine by generating atten- tion for their contributions so “consum- ers need to know that they have the pow- er to support these brands and support these entrepreneurs.” It is estimated that fewer than 1%of the 11,000 wineries in the United States are Black-owned,andit isequallyrareforwiner- ies tobepasseddownwithinBlackfamilies. Bell’s researchnotes thatmore than40% of Blacks inwine professions cite access to capitalasachallengetoentry,with20%say- ing theyencountered racial barriers. Bell is now engaging with the depart- ment of viticulture and enology at Fresno State to develop ideas for increasing mi- nority representation in the program. One of the university’s most recent wine industry success stories got his in- spiration after leaving the university to
Two California universities renowned for perfecting winegrape growing and in- spiring new-generation winemakers are embracingefforts toexpand inclusiveness in thewine industry. They are getting help from African- American entrepreneurs who are invest- ing in wine ventures in the Golden State and working to create new opportunities for others. DwyaneWade, a three-timeNBAcham- pion with the Miami Heat, co-founded Wade Cellars in Napa Valley in 2014. Besides partnering with a local vinter to produce his signature Wade cabernet sauvignon and more affordable varietals for new consumers, he recently joined the Executive Leadership Board for the UniversityofCalifornia,Davis, department of viticulture and enology. Theodora Lee, a trial lawyer and senior partner for anOakland law firm, took con- tinuing education classes in viticulture at UC Davis before founding Theopolis Vineyards. She nowproduces petite sirah andpinot noir inAndersonValley. In February, Lee announced a scholar- ship fund to help people of color navigate barriers toworking in thewine industry. “As one of the few African-American women who owns her own vineyard, I hope to inspireothers tobecomevintners,”
Monique Bell researched wine industry diversity after seeing “people who look like me” investing in vineyards and making wines.
she said. “It is important that young folks know that they, too, can pursue careers in viticulture, vineyardmanagement and even own a vineyard and thrive.” That’s also the goal of Monique Bell, an associate professor of marketing at California State University, Fresno. She found inspiration—and a cause—after attending an African-American wine en- trepreneurs and connoisseurs event in Oakland, called the Black Vines Festival. “It never connected for me that there are people who look like me, who owned vineyards, and who were importers and exporters,” Bell said. Energized, she tookasabbatical tostudy diversity in the wine industry. Ultimately, she went on to interview 100 Black wine-
makers and professionals in the U.S., Germany and South Africa for research titled “Terroir Noir: 2020 Study of Black Wine Entrepreneurs.” Her research looked at a range of entre- preneurs going well beyondwinemakers. She interviewed distributers, importers, producers, retail buyers and others. She creditedZoomwithenablingher to domany interviews at a time when travel wasdifficult due to thepandemic. Bell said winery ownerswere responsive andhelp- ful, even as they faced shutdowns and as Californiawas battlingwildfires. “Iwas thankful that peopleweresharing their stories,”Bell saidinastatement. “It in- spiredmeonapersonal level. There’s such a beautiful industry and beautiful aspects
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4 Ag Alert April 27, 2022
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