- 4 days ago
Raise a glass to the visionaries redefining the wine industry. This engaging conversation brings together trailblazing Black winemakers and wine entrepreneurs Donae Burston of La Fête du Rosé, Tia Clarke of Roman Clarke Wines, and Alaitra McGrone of AVM Wine Company to discuss their journeys, their brands, and the growing impact of Black ownership in the world of wine.
Moderated by an ESSENCE editorial voice or Mr. Happy Hour, the discussion will explore everything from winemaking and entrepreneurship to representation, storytelling, and building businesses that honor culture and community. Panelists will share insights on navigating the industry, creating distinctive wine brands, and introducing new audiences to the world of wine while challenging traditional perceptions of who belongs in the space.
Whether you're a wine enthusiast, aspiring entrepreneur, or simply curious about the stories behind the bottle, this conversation offers an inspiring look at innovation, ownership, and the future of Black excellence in wine.
Moderated by an ESSENCE editorial voice or Mr. Happy Hour, the discussion will explore everything from winemaking and entrepreneurship to representation, storytelling, and building businesses that honor culture and community. Panelists will share insights on navigating the industry, creating distinctive wine brands, and introducing new audiences to the world of wine while challenging traditional perceptions of who belongs in the space.
Whether you're a wine enthusiast, aspiring entrepreneur, or simply curious about the stories behind the bottle, this conversation offers an inspiring look at innovation, ownership, and the future of Black excellence in wine.
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FunTranscript
00:06It's all about the wine industry and how we are getting involved with it, and we got
00:11some great winemakers that represent, and they're women.
00:15So they're going to ride for y'all, and they're going to tell you about wine industry innovations
00:21and things that are going on when it comes to excellence, ownership, and representation
00:24in that field, all right?
00:26So this conversation will highlight entrepreneurs and to talk about their passion for winemaking.
00:32Our host for this panel, for Black of the Berry, is going to be my girl, Brie Renee.
00:38She was on our last one, but we're going to bring her back out.
00:40She's going to go ahead and talk with our guest on this one.
00:43Give it up for Brie Renee.
00:45And we got Danae Burstyn, Tia Clark, and Eletra McGrone.
00:49So tell them a little bit more about me.
00:50Okay, okay.
00:53You good?
00:54I'm good.
00:54Hey, y'all.
00:55Come on out.
00:56Come on out.
00:56I'm going to get out of y'all.
00:57Hey, y'all.
00:58First, I'm going to bring out, joining us today on this panel, we're going to be talking
01:02about ownership in the wine industry, and I'm excited to bring out Miss Eletra McGone.
01:08She is the founder of AVM Wine Company, whose work continues to expand through representation
01:14throughout the wine industry.
01:16Y'all give it up for Miss Eletra.
01:19And next joining us is going to be Dania Burstyn, founder of La Fete de Rose.
01:26I hope I'm saying it right, y'all.
01:28Whose luxury rose brand has become one of the fastest growing black-owned wine labels in
01:34the industry.
01:35And last but not least, we have Miss Tia Clark.
01:44Okay, period.
01:46Oh, y'all fooled up about Tia.
01:48Okay, she is the...
01:49That's my family.
01:50That's my family.
01:51Period.
01:53She is the founder of AVM Wine Company.
01:55I mean, I'm sorry.
01:56I'm sorry.
01:57She is the founder of Roman Clark Wine and bringing thoughtful storytelling and craftsmanship
02:03to every bottle.
02:04Y'all give it up for our panels.
02:09Okay, period.
02:10Go, Mommy.
02:13Well, I'm excited to have you all again.
02:15Listen, food, wine, you know, having a good time, that's part of our culture as well.
02:20And you can't have a good time without a little bit of wine in the mix.
02:23And so, you know, this is an industry that we haven't always been represented in.
02:28And so I would love for each of you to speak about your journey in entrepreneurship and representation
02:34and what that's been like in this industry.
02:38Absolutely.
02:39Okay, I'm just making sure the mic was on.
02:41So the journey has been a great one.
02:44Not easy at all times.
02:46However, extremely grateful.
02:49It humbles the hell out.
02:50I'm sorry.
02:51I may not be able to say that.
02:52It humbles you.
02:53Definitely humbles you.
02:55But I got started in this.
02:56I was passionate about it.
02:58I'm from New Orleans.
02:59So it's my home, 504 all day long.
03:05But it's not an easy task.
03:08It's not an easy feat.
03:09You have to be passionate.
03:11You have to know your why.
03:12You have to understand that I'm here for the long haul and whatever it takes, I'm going
03:18to do it.
03:19So I got into this, again, because I liked learning about wine.
03:24I wanted to make wine.
03:26I wanted to understand the process.
03:28And I'm here.
03:29I do make my own.
03:31I import four wines from Argentina.
03:34And we are, we're still at it.
03:36We still at it.
03:37But we need y'all's support.
03:38We're going to come back to that.
03:39But yes, I'm still at it and still going.
03:43So for me, it was a little bit of a hiccup and a challenge just starting off.
03:48I feel like I was on the younger spectrum.
03:50I started this at the age of 24.
03:52All of my wines are based out in Paso Robles, California.
03:56And just for me, it was really just trials and tribulations and just bumps.
04:01But I really taught myself patience.
04:06For me, I don't know.
04:10I almost gave up on myself, to be very honest.
04:13Every other day.
04:14Every other day.
04:15But I overcame.
04:17Yeah.
04:18I overcame.
04:18So I'm just growing.
04:19I'm continuing to learn.
04:21I'm continuing to stay patient.
04:23And I love my brand.
04:24It's my baby.
04:25And it's everything to me.
04:27So that's my journey.
04:29Hello, hello.
04:30Can everyone hear me?
04:31My name is Don A. Bursi.
04:33I'm the founder of Lafette Wine Company.
04:34We import luxury wines from the south of France.
04:37We have a beautiful rose day and a beautiful white wine right there.
04:40I got started in this by chance.
04:42I was an IT consultant.
04:43I met someone who said,
04:45do you want to hand out drink tickets in a nightclub when I was 22 years old?
04:48I said yes.
04:49From there, I went to go work for Moet Hennessy on Dompern Yarmort,
04:52Chandon, and Boeuf Ticot.
04:53And then one day, I just decided I can do this for myself
04:56instead of making everybody else money.
04:59A chance conversation happened at a venue and a party in the south of France.
05:03I was sitting next to an older white gentleman.
05:05I was being the average drunk American, decided to, like, mess with him.
05:09And I said, what are you doing here?
05:11And he said, the wines you're drinking are mine.
05:13And in that moment, my drunkenness went away,
05:15and the business idea to start Lafette was born.
05:18So for me, I think about synchronicity in my life.
05:21I've never planned anything from the college I chose to the cities I've moved to.
05:26I've just kind of always listened to where the universe and God has told me to go.
05:30So here we are today.
05:31That's super dope.
05:32Now, we all know that with any brands that is growing in this industry now,
05:38you have to have strong storytelling.
05:40The audience, the community, they want to connect with the stories behind each brand.
05:45So how has storytelling been important with wine?
05:50So for me, it sells, the wine.
05:53I'm going to just be honest.
05:55I started this brand after losing my mom in 2020.
05:58And I realized that I was not living in my passion.
06:03So I was chasing doing something more passionate.
06:07And that's how this came about.
06:09It's named after my seven-year-old son, who's around here somewhere.
06:14And that story, though, resonates with people.
06:18I've gone into spaces to sell and tried to get into retailers.
06:23And they will, you know, I won't get too much of a reaction when I tell the story.
06:27And they realize I'm a mother out here trying to create a legacy for my children.
06:32My children are watching me.
06:33And this is, this passion came from pain.
06:37So that resonates with them.
06:39And I've had people say, okay, give me all five of them.
06:41In a retail store, because they understand the story.
06:46That story carries a long way.
06:48And it took me a while.
06:49I didn't want to be the face of my brand.
06:51I didn't want to be the one out there working it.
06:53But I realized I had to.
06:55And I needed people to connect with the story behind it to know when you're drinking it,
07:00it's not just about what's, yeah, it make you feel good.
07:03It tastes good.
07:04I ain't lying.
07:05Try it and see.
07:06However, you know, it's the story behind it.
07:09So that's very important.
07:10Very good question.
07:12I think for me, my aunt, she passed away from pancreatic cancer.
07:16And it's the same thing.
07:17Grief just expresses itself in different ways.
07:20And to smell a note that reminds you of someone, it resonated to me with the notes that I made
07:27in my product.
07:28It's important that sometimes when people know your background, they relate.
07:34Yeah.
07:34They relate.
07:35And they can kind of really want to buy into your product.
07:40They want to support you.
07:41They want to feel like how they feel.
07:44So I'm just grateful for the opportunity to be able to tell stories.
07:49And, yeah, that's it.
07:52Yeah.
07:53For me, coming from some of the biggest luxury brands in the world, storytelling is everything.
07:57You need to be able to create evangelists that can go out and tell those little quick little facts.
08:01So, for instance, Dom Prenyon, he popped a bottle and said, hey, can you come see stars?
08:06Right?
08:06So I wanted people to have a story about Lafette being like, this black man was in the south of
08:10France at a party, met the winery owner, created Lafette.
08:13Like, we need to all have those little nuggets that can be passed along and become our own Aesop fables.
08:18So storytelling is that part of it, more so just in our personal story.
08:22But what can the consumers repeat and repeat to become your brand legacy for years to come?
08:27That's big.
08:28That's big.
08:28And I think that we can all take that no matter what your brand or business is.
08:32Or even if you work a nine-to-five and are trying to get a promotion, knowing how to tell
08:37that story and paint the picture for the consumer, it can make or break.
08:41Because I know when I shop, I love to walk in a store and be like, oh, no, I'm buying
08:45that because that's a black-owned brand.
08:47Or I'm buying that because I heard, I met the guy, he said he was drunk in France and met
08:53a guy.
08:53So I'll give it a try.
08:55You know, it will help connect the buyer to your product.
09:00So the wine industry hasn't always reflected the diversity of its consumers.
09:05Because we know in any industry, we are the ones that purchase the most, support the most, our dollars matter
09:13the most.
09:13But the industry hasn't always reflected that diversity or it reflected us.
09:18What meaningful progress are you seeing now?
09:20And where do you see opportunities for us still to grow in this industry?
09:26I don't want me to start with that, Sue.
09:30Okay.
09:31What we've seen, we are, like you said, you can connect because it's a black wine brand, right?
09:37We see that a lot now.
09:40We see people, because they see someone that looks like them, that comes from a background that they've come from,
09:47that has gone through the same struggles, they support that.
09:50You have to continue to support that.
09:53And that is meaningful in ways you don't even know.
09:58I forgot the rest of your question.
09:59However, to continue to do that and the continued support that we need, you guys go to your stores and
10:10ask.
10:11Ask for Roman Clark Wines.
10:12Ask for LaFed.
10:13Ask for AVM.
10:14That's the only way we're going to get in there.
10:16We don't have people like us that's out there fighting for us.
10:20We don't have that.
10:21We need y'all, the consumer, to do that for us.
10:25If you see, I'm taking this from him because he just said this, but if you see us somewhere and
10:31you see the brand, don't send me a picture and say, look what I saw.
10:35Post it.
10:36Yeah.
10:37Advertise it.
10:38Go in the liquor stores and ask for it.
10:40I don't care if we're not in your state.
10:42Still, ask for it.
10:43Go back again.
10:44Ask for it.
10:44Every time you go up in there, y'all got Roman Clark Wines yet?
10:47Ask for it again.
10:48That's the only way.
10:50As black winemakers, we don't have the legacy.
10:53We didn't grow into this vineyard.
10:55We didn't have that in our families.
10:57We need y'all to push for us so that we can continue to stay in this.
11:02It's not built for us, but we're here and we ain't going nowhere, and we're going to keep fighting.
11:06Period.
11:07It literally costs you nothing to support.
11:10There's memes that go around and say it costs you nothing to post.
11:12It costs you nothing to ask.
11:14It really doesn't, but if you don't do it, and for instance, we had a buyer, we were just talking
11:18about this backstage,
11:18that literally said, well, if your people are not buying the wine, why should I do it?
11:23And he's right.
11:24We can't be mad about that.
11:25When we talk about D&I, D&I being discontinued, the reality is we all went crazy 2020, 2021 with
11:33the support,
11:34and we've really slacked now, right?
11:36And it's showing.
11:37So now the retailers are saying, well, we gave you Negroes a try.
11:40You didn't do it.
11:41And they're walking away.
11:42So we can't be mad if we're not still being intentional.
11:45And intentionality doesn't mean you have to spend the money, but certainly posting, spreading that word,
11:50all that, making the algorithm then show everything from our brands, that's all a part of it beyond spending the
11:55dollars.
11:56I think that we're just way too tech savvy.
11:59We're way too tech savvy to never support one another.
12:04I think that a lot of times we support people we don't even know besides the person that is next
12:09to us.
12:10And yes, you don't know us at all, and we want you to support us.
12:13But it starts with that home, and it starts with that, and it carries a long way with the long
12:19message.
12:20I don't know.
12:21I just feel like we can speak to each other in certain rooms.
12:25We can speak each other's names, pass a card.
12:28I love reaching out, getting your business card, getting your business card, and passing along my business cards.
12:35We work together.
12:36We can't move if we don't move together.
12:39And for me, that's how we stick together and we stay in these rooms.
12:42And by the way, the rumor that people aren't drinking doesn't apply to black people.
12:47Hello?
12:48Because y'all know you're drinking.
12:49We're still drinking, right?
12:50We're drinking.
12:51And the idea that they say, oh, Jen, what X is not drinking, half of them are under the age
12:55of 21.
12:56So this is propaganda that's being put out there by the bigger brands because they're losing popularity and market share.
13:02So they create this narrative that the entire industry is collapsing, and it's not.
13:06GLP-1 doesn't apply to us the way it applies to our...
13:09You better come on with it.
13:10I mean...
13:11So, like, we're still drinking, so we can still be intentional to drive that business of revenue for our sisters
13:17and brothers in this game.
13:18And I want to say, based off what you said,
13:20it doesn't have to be money, but we're going to spend the money anyway.
13:24So why not spend it with us?
13:26Because that is the biggest in-your-face.
13:29That's the biggest statistic.
13:30That's the biggest thing that these other companies and brands and stores are going to look at.
13:35What's bringing in the dollars?
13:36What's being sold?
13:37What's being purchased the most?
13:39And they're going to want to support the brands that they see purchasing the most.
13:42And when you think about our culture, the music that we listen to and the clubs, when we go to
13:47the clubs, we'd be so hyped to buy liquor that don't even be real or all the way good liquor
13:54anymore.
13:54Additives.
13:56Additives, just because it's a name and we heard a rapper say it, but it's real brands and real companies
14:02that care, that are by us, for us, you know what I mean, that we could be supporting.
14:06So don't be afraid to put your money where your mouth is.
14:08And the other part is, like, we're not less than, right?
14:12You're not doing us a favor by buying, like, you know, you're like, I guess I'll buy it because they're
14:16black.
14:16Now, you don't have to think like that.
14:17We're all award-winning vines.
14:19Yes, yes.
14:20You know, sustainably grown, ecologically packaged.
14:23Like, we have to be better than, as we all know, when we do things.
14:27So you're not buying a lesser product.
14:29You're buying, might be, quite frankly, buying a better product.
14:32You are.
14:32You are buying a better product.
14:34At the end of the day, you are.
14:35And we come out the gate with a high standard because we've always had to work harder.
14:41So when we come out the gate, know you're getting the best that we can put out there.
14:45Right.
14:45And it's high standard already.
14:48So, like you said, you, yeah, it's not less than.
14:52And even you may have to pay more because trust us, it costs us more.
14:56It's not that we're trying to charge an arm and a leg, but we're giving you quality.
15:01Yeah.
15:02Yeah.
15:02But I also challenge the brand owner.
15:04I also challenge us.
15:06We have to do our part as well to the consumer.
15:09It starts with us.
15:10We have to be able to put out what you guys demand to us.
15:14So in order for us to be supported, we have to have enough for you to support.
15:19So that's my biggest take from it.
15:21And if you don't like it, don't go on social media and tell the whole world you don't like it.
15:25Send me an email.
15:27Send me a DM.
15:27Be like, hey, I tried it.
15:29It's not really for me.
15:30But when you guys go on social media and start those, like, campaigns, like, it goes viral and it just
15:35creates more mess than is necessary.
15:37It's okay.
15:38Everything's not for everybody.
15:39Wine is subjective like music.
15:41So you don't have to like it.
15:42But let's not tear each other down in the process when you do it.
15:45Absolutely.
15:47Now, before we go, if there's some way, if someone attending today and they're like, okay, I want to try
15:52out these black wine companies, how can or what is the first thing they can do to support?
15:57Is it going to a website?
15:59If they walk into their local wine or liquor store and it's not there, how do they reach out and
16:05get each of your brands?
16:07That's a good question.
16:08And thank you for asking that.
16:10So, yes, you can go to our website.
16:12It may not be in your local store.
16:14Go to our website.
16:15Go to our social media pages.
16:17If you remember the name, search us on social media and then go to the websites from there.
16:22You can purchase from the websites.
16:24Personally, I do ship to 48 states.
16:28So we'll ship it to you.
16:30I'm going to get it to you.
16:31Don't wear the other.
16:32Okay.
16:33And then from there, you can go and ask the local, even if we are not in your local stores.
16:39I'm from here.
16:41Okay.
16:41And I'm not in Louisiana stores because of the convoluted propaganda.
16:45I'm not going to get into that right now.
16:47However, go and ask.
16:49Because as he said, you create the demand.
16:52But for us, it's Roman Clark Wines, R-O-M-A-N.
16:56Pull your phones out, everybody.
16:58Pull up your Instagram right now.
16:59I'll make you do it, too.
17:01Just go to social media, and we're going to follow.
17:03You can get the bio from, go in the bio, get the link.
17:06Roman Clark Wines, R-O-M-A-N-C-L-A-R-K-E-W-I-N-E-S.
17:16All one word on social media platforms.
17:18From there, go click the link in the bio, visit the website, and we're going to get it to you.
17:24Yeah, go to these events.
17:26There's a lot of black marketing events to go to, such as this.
17:31You're here.
17:32This is where it starts.
17:34You are already in the room.
17:35So you're here.
17:37And I believe that, honestly, more of these events can take everybody a long way.
17:43My brand is at AVM Wine Company.
17:47That's on all social media platforms, AVM Wine Co.
17:51That's how you can find me.
17:53But I'm honored to be on this stage with you guys, to be honest.
17:56I'm honored to be on the stage with you, girl.
17:58We've had some drinks in the back.
17:59And I'm excited to meet, because I like the drinks.
18:01So I'm excited to meet three black people who own wine companies.
18:06And then finally, we are Lafette Wine Company.
18:08So Lafette, L-A-F-E-T-E-W-I-N-E.
18:13Lafette means the party.
18:14So it's a party, and everyone's invited, right?
18:16That's how we think about it, because wine should be fun.
18:18One thing I'm not for is all that stuffy, pinky-in-the-air sort of BS.
18:23Let's remove that.
18:24Let's have fun drinking how you want it.
18:25You want ice cubes in it, drink it.
18:27You want to put Coca-Cola in it, drink it.
18:28That part.
18:29It's your choice.
18:29Wine should be fun.
18:30So let's remove all the stigma and the stereotypes of what they've said is the way we should be drinking
18:34it
18:34and drinking how you like it.
18:35What was the social for yours again?
18:37Lafette.
18:37L-A-F-E-T-E-W-I-N-E.
18:40Lafette Wine.
18:41Well, I genuinely appreciate having you.
18:43I'm glad to be on the stage with you.
18:45Y'all give it up for our hosts.
18:46Yeah.
18:47Shout out to your family, because they had me.
18:49They had me first and two.
18:50She was like, repeat that.
18:52I was like, hear you.
18:53I love Brie Renee.
18:54Shout out to the family, because they came through.
18:57I said, y'all better fill this room.
19:00But this is what it takes, you guys.
19:02No matter whether you are a business owner, a host, an entrepreneur, we need each other
19:07to support each other and to continue to grow.
19:10So thank you all.
19:11I hope that you enjoyed this panel.
19:13And I hope that you go out there and ask, stand by.
19:16Ask.
19:16Please.
19:17Okay, please.
19:18Because I'm so open to get me a wine, a glass to eat.
19:21Okay?
19:22Well, thank you all.
19:23Enjoy the rest of your Essence Fest.
19:28Yeah.
19:28Yes, yes.
19:29He's going to come take some.
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