Longevity Wines: Fermenting Inclusion for Black Wine Entrepreneurs

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Case

Reference no. W30135

Subject category: Strategy and General Management

Authors: Sheri Lambert (Fox School of Business, Temple University); Brooke Reavey (Dominican University); Monique Bell (California State University, Fresno)

Published by: Ivey Publishing

Originally published in: 2023

Version: 2023-12-04

Length: 13 pages

Data source: Field research

Topics: Black entrepreneur; Implicit bias; DEI; Digital marketing; Wine industry; Branding; Strategy management; General management; Marketing

Tags: UN Sustainable Development Goals (UN SDGs): Goal 10: Reduced inequalities

Share a link: https://casecent.re/p/191246

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Abstract

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?