The Michigan Wine Collaborative is committed to increasing inclusion and access.
By Emily Dockery
The wine industry has been increasing efforts to close its diversity gap in recent years. Many initiatives among wine brands and organizations have been implemented to offer resources, mentorship and opportunities to diverse racial and cultural populations, which, historically, have been excluded from participating in wine — both on a professional level as well as on a consumer level. The Michigan Wine Collaborative (MWC) has joined the movement with its commitment to increasing inclusion and access into Michigan wine.
With the goal of evolving its industry into an inviting, supportive and collaborative space, MWC leaned into the urgency of increasing inclusion by establishing its Inclusion & Expansion Committee (IEC) in 2020. As part of its formation, MWC required the IEC be founded by people reflective of those it was created to benefit. Through a grassroots effort, the organization sought out Michigan wine professionals of color to lead the group.
Once the committee officially formed, its first order of business was to pen an open letter to the Michigan wine industry that acknowledged its failure to cultivate an inclusive environment and conceded to its previous inaction. The letter closed with a call to action to support a more inclusive Michigan wine industry by providing support either professionally by providing opportunities within their businesses to BIPOC wine professionals, academically by extending resources and outreach to interest underrepresented populations in enology and viticulture, and financially to establish a fund to provide educational awards to students of color interested in studying wine technology, viticulture or hospitality, as well as professionals looking to enhance their careers.
Making the DREAM work
To reinforce IEC objectives, a collaborative benefit wine was proposed. Brian Lillie, president of MWC and vice president of hospitality & distribution at Chateau Chantal, laid out a blueprint for how the program would work. Chateau Chantel and Drew Ryan Wines signed on to collaborate on the first vintage of the wine, a collaboration between one of the state’s most established wineries and one of the state’s newest (as well as Detroit’s first Black-owned winery). The entire committee collaborated with the wineries to develop the blend, the style, the labeling, the promotion, the roll-out and even the residual sugar of the wine.
The 2022 vintage of The DREAM is a semi-sweet blend of Michigan-grown Pinot Blanc, Gewürztraminer, Auxerrois and a new variety of grape referred to as GM-31857. From conception to marketing, it was essential for the MWC that this wine be representative of the community it was charged with benefitting. The label was created by an artist of color, Norvell Molex Jr., owner of Fourth & Clark Productions.
The DREAM was released in spring 2023 with a full roll-out to major retailers across the state in addition to the Chateau Chantal tasting room and online store. The enthusiastic partnership of the Michigan retailers was instrumental in generating funds for the first round of educational awards distributed by the MWC Inclusion & Expansion Educational Fund (IEEF). For every bottle of The DREAM sold, $1 was committed to the fund. By the second phase of shipments to retailers, more than $6,000 had been raised.
Educational Awards
In summer 2023, the first of the educational awards were presented. Recipients included Antoniues Gregory, who was studying wine production, as well as Misha Byrd and Carmen Davis, who were both focused on hospitality. All three were currently active in the Michigan wine industry and the awards were aimed at aiding in the expansion of their careers. This inaugural distribution of funds was impactful for the industry as a whole but especially for the recipients. Asked what The DREAM collaboration and award meant to her, Byrd said, “It’s no secret that the wine industry still needs more representation of people of color, and I would like to be a part of that revitalization.”
MWC is seeking to create a more inclusive wine industry in Michigan. This includes increasing points of access, curating a supportive environment and working with the established industry to provide opportunities for historically excluded populations to enter the wine industry. Infusing that ethos — not just into The DREAM initiative, but into the entire culture of the Michigan wine industry — is essential to sustainable, ethical and exponential growth, according to the organization.
More to come
Future vintages of The DREAM are already in the works at Michigan wineries across the state. The 2022 vintage is still available at select retailers but stock is running low. The DREAM 2.0, as it’s being billed within the committee, is a sparkling wine produced by St. Julian that will be released spring 2024. Accompanying this version will be another sparkling wine produced by the student-run winery at Lake Michigan College, Lake Michigan Vintners.
Plans for The DREAM 3.0 and 4.0 are also in the works. Each version will be a unique varietal, style and blend from a different producer. Variety is key to the program as the aim is to make wine that’s accessible to all palates — whether red, white, sparkling, sweet or dry drinkers. There’s room for everyone to enjoy these wines as well as to contribute to this noble cause of creating a supportive and rewarding industry for newcomers and established wine industry professionals of color.
Stay updated on future vintages of The DREAM by following Michigan Wine Collaborative on social media. To donate to the Michigan Wine Collaborative’s Inclusion & Expansion fund visit, mwc.wildapricot.org/Donate.
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Emily Dockery
Having experience in the vineyard, the cellar, and the retail sales floor has formed Emily Dockery into a Michigan wine marketing master. As executive director for the Michigan Wine Collaborative, Dockery has curated a network of like-minded Michigan wine enthusiasts, professionals and artists, as well as consistently securing Michigan wines on the global wine stage. She additionally pursues wine writing and provides marketing and consulting services through her business winemi and was previously the wine buyer for Harding’s Markets in Southwest Michigan.
