Thriving on the Vine: The Growth of Black Entrepreneurs in the American Wine Industry

Abstract

Black winemakers and wine entrepreneurs have been largely omitted from the United States wine industry and its history. Despite Black vintners’ presence as early as the country’s antebellum period, the concept of Black wine entrepreneurs has been understudied. Ironically, the death of George Floyd in 2020 and the resulting “Buy Black” movement catalyzed widespread attention on African American-owned businesses, including those in wine production and related categories. As consumer interest and media coverage increased for Black-owned wine businesses, entrants increasingly pursued the industry through diverse business models and offerings. In the current paper, a brief history of Black commercial vintners is introduced, followed by an overview of current producers, as well as pivotal milestones, and concluding with strategies for future entrepreneurial success.