It's ok to see color:Part 2
It’s Black History Month, how could we not talk about color…
photo courtesy of Wine Folly
The color of wine is important. As you can see in the photo above, it is not a monolith. So it is a challenge to many minorities to understand why the industry as a whole seemingly makes little MEANINGFUL effort to see or value color and diversity. I’ve been to tons of tastings at amazing shops, restaurants and bars. The events are wonderful and have great turn out with one problem…. almost EVERYONE is white (see, I do see color). The mantra “wine is for everyone” is repeated like a broken record, but for many, it simply doesn’t feel that way. Is the industry as a whole doing their part to ensure that people feel welcomed? Are people in the industry with access, agency and power doing their part to encourage inclusion? These are the questions we need to approach with the same scrutiny and focused analysis that we do a glass of wine we are trying to identify. I am not suggesting this is a one-sided effort. Wine is a hobby that requires some effort on the part of the person trying to explore. There are so many people of color in wine doing their part to create a more inclusive and representative industry and consumer experience. Certified Sommelier, Larissa Dubose, is THE QUEEN of wine education. Her videos make learning about wine simple and approachable. Storytellers like Sukari Bowman and Jermaine Stone use their podcast platforms to highlight our stories and blend wine and culture. Julia Coney, our proverbial “voice” in the room, is always on the move teaching and speaking yet still finds time to mentor and create opportunities (aka seats at the table) for others. Andre Mack , created a space where people can come and enjoy good food and great wine without pretension and wrote a book that takes us all on a personal journey though 99 Bottles of wine that anyone can enjoy. Kelly Mitchell, trailblazing on the business side working for one of the largest and most reputable importers in the world. Cha McCoy, taking The Communion dinner series global and so many more. The work is definitely being done from our side. However, we all know change begins at the top. The great news is, many of the people I know personally, at the top of the industry, are approaching diversity from an authentic place and most importantly, are open and eager to hear from the people they are trying to engage how to do it right . They see color and openly embrace and welcome any and everyone into the world of wine, which motivates me to continue to do what I am doing. Laura Maniec at Corkbuzz, Dustin Wilson at Verve Wine (he gave me my first wine job!), Victoria James at Cote and one of the founders of Wine Empowered, and Aldo Sohm, (author of Wine Simple) are great examples.
Refusal to acknowledge color or worse, saying you don’t see it, is literally rejecting a part of a person’s identity. Even if you think it in your head, please, do not tell a person of color that you don’t see color. Our differences should be celebrated. Wine in particular is a way to bring people from all walks of life together. It is impossible to do this if we refuse to see and celebrate the unique characteristics (color and creed included) that make us who we are! Wine is truly for EVERYONE! For both individuals and the industry at large, if you truly believe this, be sure that sentiment is represented in both words and deeds. Ask yourself, how are you collecting market data, is a true representation of reality? If certain demographics are not buying your products or attending your events, is it because they are not interested? Or is it because you are not actively marketing to them. Do you have representation of your brand that reflects diversity? When you host events, post on social media or launch ad campaigns do you have a mix of races, genders, ages and ethnic backgrounds represented? If you are not asking yourself these questions, you are neither as committed to diversity and inclusion as you think you are nor as you should be. Cheers to not being blind and embracing the value of seeing color!
