Community is King, and Queen: 5 Takeaways from the LatinX Wine Summit
"This industry doesn't run unless we have people who are picking grapes."
Christina Gonzales of Oregon's Gonzales Wine Company did not mince words. Speaking to the undeniable reliance on the Latinx workforce that keeps the US wine industry viable, Christina was one of the many speakers who offered her personal story and insights at this week's Latinx Wine Summit.
Themed 'Somos Visibles: Unheard Voices en Vino' - the one-day summit is the collaboration of three organizations focused on supporting Latinx and Black wine communities - The Big Sip, Hispanics in Wine, and Uncorked and Cultured.
The barrel room of host winery RD Winery was standing-room only as wine professionals and lovers gathered in community to see, hear, and celebrate the talents and achievements of the Latinx wine community.
The size and influence of the Latinx population in the US is critical to the future of wine. For context, if US Latinos were a country, the economic output would rank fifth in the world for GDP. The US Hispanic population comprises 19% of the US population, and is estimated to contribute 60% of total population growth 2020 - 2060. (Source: US Census Projections 2021)
The summit sessions covered topics from surviving and pivoting through the pandemic, to creating a sustaining wine legacy, and building a wine career as a Latinx woman.
We joined the Roots Fund and Wine Market Council on a panel to discuss the role of allyship in supporting the Latinx wine community. If you want to see clear evidence of wine industry leadership and allyship, look to Ikimi Dubose and the Roots Fund's achievements in empowering communities of color through creating mentorship, education and employment opportunities. And buy their new wine, "equilibri."
In a day filled with inspiration and new connections, here are my top five takeaways:
1. La Familia Is King - AND QUEEN!
Whether it's nuclear family or community, the Latinx community is a powerful, tight knit community who shows UP for each other through support, advocacy, sharing of ideas, and creating bigger tables. Beyond farmers and winemakers, the Latinx wine community is filled with owners, investors, entrepreneurs, and business creators. Proud people getting it DONE together.
2 Financial Inequity Is Real
Some things (sadly) haven't changed. A lack of access to capital, affordable health care, flexible working conditions, and living wages continue to be barriers to the ability of many Latinx businesses to thrive.
3. Language Matters
From breaking assumptions that the Latinx community is a "monolith" of one culture, to recognizing the critical contributions that highly skilled vineyard stewards make, there is a welcome and growing confidence about the way that the Latinx community is talking about itself and its work. Author, chef, and personality Armando Tam @titosmundo is one of the best at doing just that.
4. Women Are a Force
Women are often seen in the traditional roles of family support and caretakers, but they are increasingly also the entrepreneurs, rule-breakers, and opportunity-creators behind many fledgling businesses. Today women comprise 30% of the agricultural workforce in Napa Valley and are making enormous inroads in a male-dominated field.
5. Ignore Latinx at Your Business Peril
44% of Hispanics are drinking wine once per week (Source: Wine Market Council), so the combination of earning potential, demographic size and influence on the future of wine-drinking culture should not be ignored. Smart business leaders are showing up, listening, investing, and learning how to engage with this diverse and dynamic group.
While Jackson Family Wines, Duckhorn and Ridge were event sponsors and had their wines at the la gran cata, there was an absence of attendees and support from marquee wine brands in California, many whom build their brands and legacies using the talents and labor of the Latinx workforce.
Maybe next year...
Hispanics in Wine Co-Founder, Lydia Richards hinted at a repeat event in 2023, and we will be lining up to buy tickets. We hope to see more faces behind the power and money in the wine community sitting in the audience, supporting the community, and setting a bigger table for all.
We will see you there.
A Balanced Glass was a panelist guest of the Latinx Wine Summit and for more information, contact the teams online at The Big Sip, Hispanics in Wine and Uncorked and Cultured.
