To be more inclusive, be more inviting.
By Melanie Young
Statistics show the buying power of Black Americans, Asian Americans and LatinX consumers is stronger than ever. Yet these audiences are often overlooked or under-budgeted in wine marketing. Now is the time to reprioritize.
According to management consulting firm, McKinsey & Co., Black consumers’ collective economic power is set to expand from about $910 billion in consumption in 2019 to $1.7 trillion in 2030.
The buying power of the U.S. Latinx population was predicted to exceed $1.9 trillion in 2023, according to a 2021 Nielson report, and the Asian American Advertising Federation (3AF) reports that the collective purchasing power of Asian Americans exceeds $1.6 trillion in 2024, growing 314% between 2000 and 2019. “Despite these statistics, we are often the lowest priority when it comes to marketing dollars,” says 3AF Executive Director Genny Hom-Franzen.
BIPOC (Black, Indigenous, and People of Color), Latinx and AAPI (Asian American and Pacific Islanders) are umbrella terms for diverse groups of individuals with different backgrounds. Being more inclusive starts with being more inviting. People want to feel welcome and included in your tasting rooms, your events and advertising.
Embrace heritage; celebrate cultures
If you want people to believe in your brand, demonstrate that your brand stands for what they believe in. Honor holidays and heritage. Support Black History Month (February), Asian American, Pacific Islander Heritage Month (May) and National Hispanic American Heritage Month (Sept.-Oct.).
But don’t stop there. Create thoughtful wine and food pairings and events that honor culture and cuisines. “Asian cuisines have a wide range of flavor profiles and cooking techniques. Recommending wine pairings for specific types of cuisines creates a clearer concept and broadens the audience’s appreciation,” says Joyce Lin, certified sommelier and wine educator.
Establish trust and credibility
Consumers want to purchase brands they trust and that are recommended by people they identify with. Collaborate with influencers, sommeliers, chefs, artists and musicians who have a loyal following. Stay abreast of trends and causes that matter to these audiences.
In McKinsey’s May 2022 report, “Marketing to the Multi-Faceted Black Consumer,” Shelley Stewart II writes, “Black consumers are much more likely to seek out and place emphasis on brands that are trustworthy, have a clear social mission, appeal to their cultural values and, generally, have credibility among the Black community.”
The report continues, “Black consumers [around 30%] are more heavily weighted in the trend-setter segment. These are folks who discover new products and services and proactively share them with their peers … If you can win these Black consumers as customers, they’re going to help you expand the recognition of your brand through their network and beyond.”
Fine tune language and imagery
Use audience appropriate imagery and language in ads, websites and social media. Choose wording carefully and be aware of adjectives, double entendre and popular slang terms that could offend. Avoid stereotypical language. “Steer clear of phrases like ‘exotic’ or ‘oriental’ when describing wines or flavors. Ensure proper pronunciation of Asian names and wine terms. Mispronunciation can be perceived as disrespectful or ignorant,” notes Lin.
Create bilingual tasting notes and descriptions and hire brand ambassadors with backgrounds and language skills to make people feel at ease with wine terminology.
“Younger Asian Americans are bilingual and comfortable in both Asian and English onsite or in advertising, but many are still inexperienced in understanding differences in tastes and varieties. Should wineries make a special effort to reach out to Asian communities in their languages, they will be rewarded with an exceptional level of response,” says Jack Schwarz, 3AF board member and former wine educator for Gloria Ferrer Caves and Vineyards.
These important groups are all shaping how we eat, drink and spend — now and for the future. Investing in their communities and causes can strengthen bonds and deliver long-term brand loyalty.
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Melanie Young
Melanie Young is a certified specialist of wine and co-host/writer for The Connected Table LIVE, a global podcast featuring conversations with thought leaders in wine, food, spirits & hospitality. Her articles have appeared in Wine Industry News, Wine Enthusiast and Seven Fifty Daily. She travels frequently to report on wine regions, people and events. IG@theconnectedtable
