Urban Connoisseurs, founded in 2011 by Marcia Jones, is an organization committed to promoting diversity, equity, and inclusion within the global wine industry by supporting Black winemakers and cultivating the next generation of Black wine professionals. The organization’s mission centers on achieving sustainable growth in the Black winemaking community, aiming to increase the number of Black winemakers in the United States and internationally, create career opportunities, and preserve brand legacies.
Marcia Jones, a former non-profit and corporate professional, established Urban Connoisseurs after being inspired by visits to Black-owned vineyards in California in 2011. Recognizing a significant lack of diversity and consumer awareness regarding Black winemakers, Jones shifted her focus from sales and marketing to creating memorable experiences and educational platforms. Her work began with wine tastings and soon expanded to include broader initiatives designed to connect consumers with Black winemakers and foster professional development.
The Black Winemakers Scholarship Fund
A cornerstone of Urban Connoisseurs’ efforts is The Black Winemakers Scholarship Fund, established by Marcia Jones in the fall of 2020. This fund provides financial assistance to African American students pursuing four-year academic programs in viticulture, enology, and related agricultural sciences such as plant pathology. The scholarship aims to break down financial barriers that often hinder minority students from entering and advancing in the wine industry.
Urban Connoisseurs partnered with the United Negro College Fund (UNCF) to manage the scholarship, expanding its reach and ensuring access for students nationwide. As of 2023, the scholarship program had awarded $50,000 in scholarships since its inception, with three students receiving $10,000 each in the fall of 2023. Priority is given to students attending Historically Black Colleges and Universities (HBCUs) with agriculture programs. The UNCF reports that this partnership significantly contributes to a higher graduation rate among scholarship-supported students compared to the national average.
The Bridge Builder Initiative
Furthering its commitment to nurturing future talent, Urban Connoisseurs launched the Bridge Builder Initiative in 2023. This initiative addresses the need to connect aspiring Black winemakers and farmers with established professionals in the industry. It facilitates educational tours, mentorship opportunities, and direct interactions between students and Black winemakers.
The inaugural Bridge Builder Initiative Tour in 2023 brought students from institutions like Cal Poly Pomona, Florida A&M University, Kentucky State University, and Tuskegee University to visit Black-owned vineyards and a winery across California. This provided students with practical knowledge about climate, land, and grape cultivation. The tour culminated at Longevity Wines, where students attended the 3rd Annual International Winemakers Summit, meeting over 20 winemakers from various U.S. states, Canada, and South Africa. Future tours, such as one planned for the Pacific Northwest in August 2024, continue to broaden students’ exposure to diverse wine regions and terroir.
Events and Community Engagement
Urban Connoisseurs organizes a variety of events designed to uplift Black winemakers, promote their brands, and educate consumers. These include wine festivals, dinners, and summits. The organization hosts annual “Women in Wine Celebration Dinners” and “Men in Wine Celebration Dinners,” which provide a platform for Black winemakers to network, share experiences, and receive recognition for their work. These events also offer attendees the opportunity to taste wines from Black winemakers and learn their stories.
The organization also offers the Urban Connoisseurs Wine Club, providing members with quarterly shipments of wines from different Black winemakers and exclusive access to their brands. Additionally, Urban Connoisseurs provides consulting services, assisting Black winemakers with business development, distribution strategies, and sales and marketing efforts to help them grow their businesses and increase their visibility in the market.
Impact and Significance
Urban Connoisseurs plays a crucial role in addressing the historical underrepresentation of Black individuals in the wine industry. Despite Black people’s long-standing contributions to American agriculture and winemaking, Black-owned wineries and wine brands constitute less than 1% of the industry. Urban Connoisseurs actively challenges this disparity by promoting awareness, fostering talent, and creating economic opportunities.
Through its various programs, Urban Connoisseurs aims to humanize the wine industry, emphasizing the stories and journeys of the individuals behind the labels. By providing financial support, mentorship, and networking platforms, the organization contributes to a more inclusive and equitable wine landscape, inspiring future generations of Black wine entrepreneurs and professionals.
The organization's efforts are part of a broader movement within the beverage industry to acknowledge and support Black-owned businesses and professionals. It collaborates with other entities, including the Association of African American Vintners (AAAV), to amplify its impact and collectively drive diversity initiatives. Urban Connoisseurs' commitment to education, advocacy, and community-building strengthens the presence and influence of Black voices in the global wine industry.
Related Brands:
Related Wiki Articles:
- A Legacy in the Vines: The History of Black Americans in American Winemaking
- Black Wine Professionals
- The Roots Fund: Fostering Diversity and Equity in the Wine and Spirits Industry
- Association of African American Vintners
- Bertony Faustin and Abbey Creek Vineyard
Sources:
- 10 Organizations that Support Black Drinks Professionals | Wine Enthusiast
- Meet Marcia Jones | Founder/CEO - SHOUTOUT DFW
- Marcia Jones Talks Elevating Black Winemakers and Cultivating the Next Generation on The Day with Trae - Converge Media