After Phil Long and his late wife Debra moved to Northern California during the early naughts, they found themselves so enamored with the winemaking culture that they started making syrah in the garage of their three-bedroom house.
Their hobby turned into a small business in 2008 with the opening of Longevity Wines in Livermore, 45 miles east of San Francisco. Today, this Black-owned winery’s Pinot Grigio, Zinfandel, and other varietals can be found in 4,000 stores, including Total Wine & More, Food Lion, Fresh Market, and, this spring, in Sam’s Club. Longevity produces 3,500 cases a year — seven times as many as it produced its first year.
After experiencing his own success, Long’s mission is to help other Black-owned wineries grow through his role as the president of the Association of African American Vintners (AAAV), which provides scholarships, mentoring, and marketing support for Black and minority winemakers.
“The people who make wine should be as diverse as the people who drink wine,” Long states.
Long became president of the association just before the Black Lives Matter movement ignited a surge of support for Black-owned businesses, including wineries. AAAV, which offers an online platform for its members’ wines, experienced a dramatic increase in online orders during the first two weeks of June compared to the entirety of 2019, according to Long.
Within the past 14 months, the association’s membership has soared from 18 to 130 wineries and wine brands across 15 states.
“I went from being the president [of AAAV] to the spokesperson for the African American wine industry overnight,” Long shares.
Establishing a winery requires significant capital and land, which have been historically inaccessible to Black Americans. Moreover, many Black wine owners do not originate from winemaking families that can impart essential generational knowledge.
“When Europeans arrived, they brought grapevines with them. We all know [Black Americans] didn’t arrive in that way,” Long points out.
An informal survey among AAAV members indicates that securing loans and forging essential relationships to expand their businesses rank among the most significant challenges faced by Black winemakers.
“My biggest challenge was connecting with industry leaders in various channels of the wine business,” reflects Vice Wines founder Malek Amrani. “Access to opportunities remains a challenge for many entrepreneurs within our industry, particularly when newcomers are perceived as outsiders, not only in the U.S. but globally.”
Forging the right partnerships has proven instrumental in helping Longevity grow, according to Long. Collaborating with Bronco Wine Co. for the distribution of his California Chardonnay and Cabernet Sauvignon, along with publicist efforts that showcased the wine’s heartfelt branding in national TV shows, including HBO’s Big Little Lies and CBS’ Big Bang Theory, significantly raised the brand’s profile. Establishing such connections is one of AAAV’s initiatives.
This role comes amidst challenging circumstances for wineries, as many had to curtail their operations due to the global pandemic.
“Wineries that relied heavily on tasting room visits and sales have had to strategize alternative revenue streams,” Long explains. Longevity has recently resumed outdoor tastings and aspires to restart indoor tastings shortly.
While most AAAV members are Black or minority-owned, any vintner can join the association to support the cause, Long notes. Additionally, wine appreciators can explore offerings from various Black-owned wineries.
Love Cork Screw
In addition to multiple wines, the Chicago winery’s website also offers candles, body butters, coasters, and an array of apparel.
Cheramie Wine
The year-old Texas winery features its inaugural wine, an off-dry riesling.
Jenny Dawn Cellars
The Wichita winery ships its 11 varietals within Kansas and to 37 states.
Shoe Crazy Wines
Based in Richmond, Va., Shoe Crazy offers sweet and dry wines in both regular and mini bottles available at retailers across five states. They also have non-alcoholic wine options.
Olé Orleans
The three-year-old New Orleans winery conducts virtual and in-person wine tastings where you can explore its reds, whites, and rosés. Additionally, if you’re shopping online, consider its cutting board shaped like the Louisiana map.
Philosophy Winery & Vineyard
Maryland’s first winery run by African American women features its inaugural vintage, the 2019 Reign Rosé, available for shipping to 14 states and Washington, D.C.
Sip & Share Wines
The Indianapolis winery’s collection includes seven vegan wines, each featuring uplifting messages. Discover the Gratitude Red Blend and Manifest Chardonnay available in both regular and sample-sized tasting bottles.
The Vice Wine
The producer of Napa Valley wines provides gift boxes, wine bundles, and individual bottles for purchase.
Mermosa Wines
The St. Petersburg winery offers bottled and canned rosés and sparkling whites available online and in stores in Florida, Texas, and Oregon.
Coronado Vineyards
The Wilcox, Ariz., vineyard features tastings in their tasting room and offers shipping within Arizona.
