The Association of African American Vintners

What The Association of African American Vintners does

The Association of African American Vintners (AAAV) is a 501(c)(6) non-profit trade association founded in 2002 and headquartered in Livermore, California. It is the first organization to foster inclusion and cooperation among people of color in the U.S. wine industry, addressing the structural underrepresentation of Black professionals (less than 1% of American winemakers and winery owners) through education, advocacy, and community programming. Its core offerings span tiered memberships (Wine Producer at $500/year, Corporate at $1,000/year, Professional Business at $500/year, Professional Individual at $250/year, Friend at $75/year, and Student at $40/year), scholarship and grant programs (including the $5,000 Wine Entrepreneur Grant awarded to 5 Black-owned member businesses annually, WSET scholarships in partnership with Napa Valley Wine Academy, and a $5,000 Sonoma State University Wine Business Scholarship), and the biennial Wine Symposium and Grapes of Inclusion Black-Owned Wine Festival hosted at CIA at Copia in Napa. Since 2020 the organization has reported 500% membership growth and has awarded more than 100 scholarships.

The organization's go-to-market is community-led and event-driven: the biennial symposium functions as a flagship gathering that combines educational panels, networking, awards (Trailblazer, Innovation, Community Impact), and direct-to-consumer sales of 20+ Black-owned wine brands. Corporate sponsorships from Total Wine, Bronco Wine Company, H-E-B, Gallo, and Wine Enthusiast underwrite programming and provide distribution and media reach. A Vinoshipper-powered online wine shop (vinoshipper.com/catalog/aaav) extends member brands into direct-to-consumer channels, while a distribution partnership with Republic National Distributing Co. (RNDC) provides coast-to-coast wholesale reach, and a joint venture with Bronco Wine Company (LL&L Wine Co.) anchors national-scale production capacity via Longevity Wines.

Revenue is generated across three streams: recurring annual membership dues, transaction-based event fees ($350 per industry day attendee, $200 per festival attendee), and corporate sponsorship income. Grants and scholarships are funded primarily through donations via Givebutter and corporate contributions. The organization is governed by a board composed of Black winery owners (Vision Cellars' Mac McDonald as Founder & Chairman, Longevity Wines' Phil Long as President, Love Cork Screw's Chrishon Lampley as Vice President, Bodkin Wines' Chris Christensen as Secretary, Stover Oaks Winery's Lou Garcia as Treasurer, and McBride Sisters' Robin McBride as Board Member), with Angela McCrae serving as Executive Director.

Name

The Association of African American Vintners

Legal name

Association of African American Vintners

Website

https://aaavintners.org

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

The Association of African American Vintners is a 501(c)(6) non-profit trade association founded in 2002 that supports Black-owned wineries, vintners, and wine industry professionals through tiered memberships, education scholarships, grants, and the biennial Wine Symposium at CIA at Copia in Napa.

Ownership category

akta.pro rank

Product category

Wine Trade Association

NAICS

Professional Organizations (813920), Wineries (312130), Beer, Wine, and Liquor Retailers (445320)

SIC

Beverages (2080)

akta.pro primary industry

Alcoholic Beverage Brand Owners & Holding Companies (Multi-category Portfolios) (CRADAIAL)

akta.pro secondary industries

Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Wine Shops (Off-Premise) (CRANAAAB)

Keywords

• Wine trade association
• Wine industry advocacy
• Wine education scholarships
• Black vintner support
• Industry networking events

Headquarters

HQ city

Livermore

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: AAAV generates revenue through tiered membership fees: Wine Producer ($500/year), Corporate ($1,000/year), Professional Business ($500/year), Professional Individual ($250/year), Student ($40/year), and Friend ($75/year).
2. Event Fees: Revenue generated from symposium and festival registration fees, including the 2024 Symposium industry day at $350/person and the Black-Owned Wine Festival at $200/person.
3. Corporate Sponsorships: Corporate sponsors (e.g., Total Wine, Bronco Wine Company, H-E-B, Gallo, Wine Enthusiast) provide financial support for AAAV events and programs.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

The Association of African American Vintners (AAAV) is a 501(c)(6) non-profit trade association that supports Black vintners and wine industry professionals through tiered memberships, scholarships, grants, educational programs, advocacy, and the biennial Wine Symposium and Festival Weekend. It also operates an online wine shop aggregating member-produced wines for direct-to-consumer sales.

Product overview

The Association of African American Vintners (AAAV) is a 501(c)(6) non-profit trade association founded in 2002, not a technology company but a membership-based organization supporting Black wine entrepreneurs. AAAV's offerings consist of tiered membership programs (Wine Producer, Corporate, Professional Business, Professional Individual, Student, and Friend memberships ranging from $40-$1,000/year), education and scholarship programs (Wine Education Scholarship, Glancy Wine Education Foundation Scholarship, Harvest Intern Scholarship, Napa Valley WSET Scholarship, Sonoma State Wine Business Scholarship), and the annual Wine Entrepreneur Grant ($5,000 to 5 Black-owned member businesses). The organization's flagship event is the biennial AAAV Wine Symposium and Festival Weekend, featuring educational sessions, industry panels, and the Black-Owned Wine Festival (Grapes of Inclusion). These programs collectively support wine education, advocacy, and community building to achieve equity and inclusion in the wine industry.

Differentiator

Problem solved

Functional benefit

Products and services

• Wine Producer Membership

Quantifiable outcome

• Over 100 scholarships awarded for wine certifications or accredited university degrees
• +3 more outcomes

Named customers19 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

20 partnerships are on record, tiered core and minor.

• Total Wine Spirits Beer & MorecoreGTM or Marketing Partner · 10 March 2024Total Wine & More serves as a corporate sponsor of the 2024 AAAV Symposium and Wine Festival Weekend. As a major retail partner, Total Wine provides distribution and sales channels for Black-owned wine brands.
• Bronco Wine CompanycoreStrategic or Co-development Partner · 10 March 2024Bronco Wine Company, one of the 10 largest U.S. wine producers, partnered with Longevity Wines (AAAV President Phil Long's winery) to create a nationally distributed white-label wine line. Formed jointly owned LL&L Wine Co. for production and marketing.
• H-E-BcoreGTM or Marketing Partner · 10 March 2024H-E-B, a major Texas-based grocery retailer, sponsors the AAAV Symposium. James Harris serves as Sr. Director of Diversity & Inclusion and Supplier Diversity, representing H-E-B's commitment to supplier diversity programs for Black-owned wine businesses.
• Wine EnthusiastcoreGTM or Marketing Partner · 10 March 2024Wine Enthusiast serves as media sponsor of AAAV Symposium, hosting recordings of symposium programming on WineEnthusiast.com. Provides editorial coverage and media exposure for AAAV events and member wines.
• GallocoreGTM or Marketing Partner · 10 March 2024Gallo, a major wine producer, sponsors the AAAV Symposium as part of its diversity and inclusion initiatives in the wine industry.
• CIA at CopiacoreGTM or Marketing Partner · 10 March 2024The Culinary Institute of America at Copia hosts the AAAV Wine Symposium and Festival Weekend. CIA chefs prepare meals and provide exclusive wines for symposium events.
• Republic National Distributing Co. (RNDC)coreChannel Partner/ Reseller/ Distributor · 10 March 2024RNDC distributes AAAV member wines (e.g., Longevity Wines) coast-to-coast through retail locations. RNDC prioritizes products from minority-owned businesses and serves military base vendors.
• Retail Technologies Inc (RTI)minorGTM or Marketing Partner · 10 March 2024RTI sponsors the AAAV 2024 Symposium as part of their support for diversity and inclusion in the wine industry.
• Boisset CollectionminorGTM or Marketing Partner · 10 March 2024Boisset Collection, a wine company with portfolio of brands, supports AAAV as a corporate member and donor.
• Scott LaboratoriesminorGTM or Marketing Partner · 10 March 2024Scott Laboratories, a wine industry supplier, supports AAAV as a corporate member and donor.
• Vino VolominorGTM or Marketing Partner · 10 March 2024Vino Volo, a wine bar and retail chain, supports AAAV as a corporate member.
• DeLoach VineyardsminorGTM or Marketing Partner · 10 March 2024DeLoach Vineyards supports AAAV as a corporate member and donor.
• 100BMBAminorOthers · 10 March 2024100 Black Men Bay Area serves as a community partner for the AAAV 2024 Symposium, supporting diversity and inclusion initiatives.
• NAACP Sonoma CountyminorOthers · 10 March 2024NAACP Sonoma County Chapter serves as a community partner for the AAAV 2024 Symposium.
• Fresno Metro Black Chamber of CommerceminorOthers · 10 March 2024Fresno Metro Black Chamber of Commerce serves as a community partner for the AAAV 2024 Symposium.
• Silicon Valley Black Chamber of CommerceminorOthers · 10 March 2024Silicon Valley Black Chamber of Commerce serves as a community partner for the AAAV 2024 Symposium.
• Glancy Wine Education FoundationcoreStrategic or Co-development Partner · 1 January 2024AAAV partners with Glancy Wine Education Foundation to expand scholarship opportunities supporting AAAV members on their journey in wine education and career advancement, including WSET and Society of Wine Educators certifications.
• Sonoma State UniversitycoreStrategic or Co-development Partner · 1 January 2021AAAV partners with Sonoma State University's Wine Business Institute to support wine business students. The AAAV Wine Business Scholarship provides $5,000 towards tuition for underrepresented students pursuing wine industry careers.
• Napa Valley Wine AcademycoreStrategic or Co-development Partner · 1 January 2021AAAV partners with Napa Valley Wine Academy to offer up to 24 scholarships per year covering WSET levels 1-4, American Wine Expert, and Business of Wine Online courses for minority students pursuing wine education.
• Asia Pacific Wine & Spirits InstituteminorStrategic or Co-development Partner · 1 January 2021AAAV partnered with Asia Pacific Wine & Spirits Institute (APWASI) to provide wine education and industry training to wine professional and student members between 2021-2022.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Napa Valley Vintners: Established regional wine trade association in Napa Valley. Comparable as a wine industry trade association with membership tiers, events, and advocacy, but specializes in a geographic region rather than a demographic mission.
• WineAmerica: National trade association of American wineries. Comparable as a membership-based wine industry association with advocacy and education programming, but covers the entire industry rather than a demographic segment.
• Family Winemakers of California: California trade association focused on family-owned wineries. Comparable association structure with tiered membership and producer-focused advocacy, but defined by ownership model rather than demographic mission.
• Wine Institute: California statewide wine trade association representing producers. Comparable as a trade association with advocacy and member services, but operates at a broader industry-policy level rather than a demographic focus.

Emerging players

• SommFoundation: Non-profit offering wine education scholarships to beverage professionals. Comparable in scholarship-driven mission and non-profit education focus, though it serves sommeliers broadly rather than a specific demographic.

Direct peers

• The Roots Fund: Non-profit supporting Black wine professionals through scholarships and community programming. Most direct comparable given overlapping mission, scholarship model, and target audience of Black vintners and sommeliers.
• Wine Unify: Non-profit focused on diversity, equity, and inclusion in the wine industry through education and community events. Closely comparable mission and event-driven programming model targeting underrepresented wine professionals.
• Black Wine Professionals: Community platform and networking organization for Black professionals in wine. Comparable in audience and community-led mission, with overlapping emphasis on representation and connections across the wine industry.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AfricanAmericanVintners
• LinkedInlinkedin.com/company/aaav
• Instagraminstagram.com/africanamericanvintners

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments5 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Association of African American Vintners