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Longevity Wines: Fermenting Inclusion for Black Wine Entrepreneurs

Sheri Lambert ; Brooke Reavey ; Monique Bell

Reference: IVEY-W30135-E
Year: 2022
Number of pages: 13
Geographic Setting: United States
Publication Date: Apr 12, 2023
Source: Ivey Business School (Canada)
Type of Document: Case
Industry Setting: Accommodation & Food Services

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Description

Longevity Wines was a family-owned urban winery and certified minority-owned business based in the Livermore Valley wine region of Northern California. Founders Phil and Debra Long opened Longevity Wines in 2008 when their winemaking hobby outgrew their garage. By that time, they had spent years visiting tasting rooms and had identified a need to increase inclusivity in the wine community. The wine industry had a history of exclusion in terms of race, gender, and class; how could Phil Long make the wine community more inclusive and his wine brand more accessible to BIPOC consumers?

Keywords

black entrepreneur Branding DEI Digital marketing implicit bias Strategy management wine industry