The Hue Society

What The Hue Society does

The Hue Society is a privately held, founder-led wine education and cultural programming platform established in 2017 in Atlanta by Tahiirah Habibi. Its stated mission is to increase Black, Brown, and Indigenous representation in and access to the wine industry. The company operates a platform-plus-modules architecture: the core Hue Society brand is supported by digital products (the 7-day Secure Wine Course, Reset Affirmation Journal, Pop Culture & Wine Pairing Ebook), content properties (the Assimilation Not Required video podcast and weekly Your Weekly Reset newsletter), the High Taste luxury curation platform (bundling The Edit quarterly wine subscription and invitation-only High Taste Experiences), the annual Wine & Culture Fest flagship festival, and founder-led professional services (keynote speaking, hosting, moderating, and brand consulting). Revenue is generated across multiple streams: one-time digital product sales, recurring quarterly subscription revenue (The Edit), professional services fees for corporate speaking/hosting/brand partnership engagements, and event-based income from Wine & Culture Fest and curated wine experiences. Distribution is primarily direct: enterprise bookings are handled through website contact forms and email inquiry, digital products are sold via Stan Store, and subscriptions are fulfilled direct-to-consumer. There is no public mobile app, no disclosed API, and no integrated technology stack beyond standard web content and e-commerce tooling.

Name

The Hue Society

Legal name

The Hue Society

Website

https://tahiirahhabibi.com

Company type

Private

Founded year

2017

Operating status

Operating

Short description

The Hue Society is a founder-led wine education and cultural programming platform that serves underrepresented wine consumers and luxury brand clients through digital courses, a quarterly wine subscription, an annual festival, a podcast, and executive speaking and brand partnership services.

Ownership category

akta.pro rank

Product category

Wine Education and Cultural Programming Services

NAICS

Beer, Wine, and Liquor Retailers (445320), Drinking Places (Alcoholic Beverages) (7224)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)

akta.pro secondary industries

Food, Wine & Beverage Festivals/Expos (MPAGAFAE), Wineries & Vineyards (Tasting Rooms) (THAFALAE), Beverage & Mixology (Coffee, Tea, Wine, Cocktails) (EDAAAGAH), Wine Shops (Off-Premise) (CRANAAAB)

Keywords

• Wine education services
• Sommelier consulting
• Wine subscription club
• Cultural event programming
• Luxury brand partnerships

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Speaking, Hosting & Moderating: Keynote speaking, event hosting, and panel moderation at luxury hotels, global brands, hospitality groups, and corporate events
2. Cultural Partnerships & Brand Collaborations: Branded experiences and cultural storytelling partnerships with luxury brands seeking culturally fluent consumer access
3. Digital Products: Online courses (Secure Wine Course) and digital journals sold directly to consumers
4. The Edit Wine Subscription: Quarterly subscription delivering 3-6 curated luxury wine bottles with storytelling and pairing context
5. Wine Experiences: Intimate hosted wine events in luxury venues for curated audiences
6. Wine & Culture Fest: Annual cultural festival combining wine education with cultural programming

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Hue Society is a wine education and cultural programming platform that sells professional services (keynote speaking, hosting, moderating, and brand partnership consulting for luxury brands and hospitality groups) alongside direct-to-consumer digital products (the Secure Wine Course, Reset Affirmation Journal, Pop Culture & Wine Pairing Ebook), a quarterly curated wine subscription (The Edit under High Taste), an annual cultural festival (Wine & Culture Fest), and a video podcast (Assimilation Not Required). Core mission is growing Black, Brown, and Indigenous representation and access in the wine industry.

Product overview

The Hue Society operates as a platform-plus-modules architecture centered on Tahiirah Habibi's mission to disrupt wine industry exclusivity. The core offering is The Hue Society itself—a wine education and cultural programming platform founded in 2017. This core is supported by multiple integrated modules: the Secure Wine Course (a 7-day self-paced digital education product) and Reset Affirmation Journal for personal development; Wine & Culture Fest as the flagship annual event; Assimilation Not Required (ANR) as a video podcast for cultural commentary; High Taste as a luxury subscription and experiences service combining The Edit (wine subscription), The Experiences (curated events), and The Shortlist ( vetted venue guide); and professional services including speaking, hosting, moderating, and brand partnership offerings. The portfolio also includes digital content products like the Pop Culture & Wine Pairing Ebook.

Differentiator

Problem solved

Functional benefit

Brands

• High Taste: A luxury hospitality review and recommendation platform curated by Tahiirah Habibi, featuring vetted hotels, restaurants, and wine programs. Includes quarterly wine subscription (The Edit), exclusive experiences, and The Shortlist guide.
• Secure Wine Course
• Reset Affirmation Journal
• Assimilation Not Required

Products and services

• The Hue Society Platform Nationally recognized wine education and cultural programming platform dedicated to increasing Black, Brown, and Indigenous representation in and access to the wine industry through community-building, education, and cultural programming.
• Secure Wine Course A 7-day self-paced digital wine course that helps consumers order, pour, and taste wine with confidence, focused on accessible wine education without gatekeeping; sold directly to consumers.
• Reset Affirmation Journal A 30-day journal with prompts and affirmations designed to help users reset, center themselves, and feel grounded; sold directly to consumers.
• Wine & Culture Fest An annual cultural celebration festival founded by Tahiirah Habibi that celebrates wine culture and Black excellence, expanding access to wine education and cultural experiences; tickets sold directly to attendees.
• The Edit Wine Subscription (High Taste) A quarterly recurring wine subscription delivering 3-6 personally selected luxury wine bottles with curated storytelling and pairing context, distributed directly to subscribers.
• High Taste Experiences Invitation-only intimate wine events held in luxury venues (penthouses, private dining rooms) featuring curated wine selections and elevated cultural experiences for select audiences.
• Speaking, Hosting & Moderating Services Professional services delivered by founder Tahiirah Habibi, including keynote speaking, event hosting, panel moderation, and luxury wine consulting for corporate leadership, hospitality groups, and luxury brands; quote-based custom pricing.
• Assimilation Not Required (ANR) A video podcast series hosted by Tahiirah Habibi featuring candid conversations about culture, identity, work, dating, parenting, and authenticity without code-switching; distributed via YouTube, Tidal, SoundCloud, and partner podcast networks.

Quantifiable outcome

• Nationally recognized platform reshaping wine education and cultural programming
• +2 more outcomes

Named customers17 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

19 partnerships are on record, tiered core and flagship.

• James Beard FoundationcoreStrategic or Co-development Partner · 1 January 2025Beverage Panel Co-host and Subcommittee Member; Awards Committee and Beverage Panel advisory board. Tahiirah serves in leadership role shaping industry standards and recognition.
• Ruinart ChampagneflagshipGTM or Marketing PartnerFeatured sommelier in Blanc de Blancs 2010 Documentary series; ongoing brand partnership for content and experiences
• Veuve ClicquotcoreGTM or Marketing PartnerKeynote speaking partnerships and brand collaborations
• GooglecoreGTM or Marketing PartnerCurated private wine programs for corporate events and experiences
• St. Regis HotelscoreGTM or Marketing PartnerFormer Lead Sommelier at St. Regis Bal Harbour; ongoing partnerships for wine programming and experiences
• McBride Sisters CollectioncoreGTM or Marketing PartnerWine brand partnerships, collaborative events, and mutual support for diversity in wine
• Kimpton HotelscoreGTM or Marketing PartnerBranded wine experiences and cultural activations at Kimpton properties
• Sun Goddess WinescoreGTM or Marketing PartnerBrand collaborations and experiential marketing partnerships
• Essence FestflagshipStrategic or Co-development PartnerWine programming and cultural activations at major entertainment festival
• Art BaselflagshipStrategic or Co-development PartnerCultural activations at prestigious international art fair
• Aspen Food & Wine ClassicflagshipStrategic or Co-development PartnerWine curation and Juneteenth Celebration programming at prestigious food and wine event
• BETcoreGTM or Marketing PartnerFeatured talent appearances for media partnerships
• BarclayscoreGTM or Marketing PartnerCorporate leadership panels and moderating for financial institution
• SommConcoreStrategic or Co-development PartnerIndustry discussions on equity and inclusion in wine
• Charleston Food & Wine FestivalcoreGTM or Marketing PartnerCultural moderation and panel participation
• South Beach Food & Wine FestcoreGTM or Marketing PartnerFeatured talent appearances at regional food and wine festival
• Wine EnthusiastflagshipStrategic or Co-development PartnerCover feature, 40 Under 40 recognition, Wine Star Awards recognition; ongoing media partnership
• Alvin Ailey American Dance TheatercoreGTM or Marketing PartnerCurated private wine programs for arts organization events
• LexuscoreGTM or Marketing PartnerLuxury brand partnerships and experiences

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• GuildSomm: GuildSomm is a wine education and professional community platform for sommeliers and enthusiasts. Comparable to The Hue Society's combination of wine education and community-building programming.
• Bright Cellars: Bright Cellars is a wine subscription service using a quiz-based personalization model. It overlaps directly with The Edit in subscription mechanics, target market, and recurring-revenue business model.
• Wine Folly: Wine Folly is a leading wine education platform with courses, content, and tools. It directly parallels The Hue Society's Secure Wine Course and education content ecosystem.
• Firstleaf: Firstleaf is a personalized wine subscription club delivering curated bottles on a recurring cadence. It overlaps with The Edit on subscription model, consumer target, and wine-discovery positioning.
• Winc: Winc is a venture-backed wine subscription and DTC wine brand. It directly competes with The Hue Society's The Edit subscription in curated wine delivery for consumers, with similar positioning around accessibility and personalization.
• SommSelect: SommSelect is a Master Sommelier-led curated wine subscription shipping hand-picked bottles to consumers. It is comparable to The Edit in curation-led subscription positioning and emphasis on sommelier authority.

Broad incumbents

• Wine Spectator: Wine Spectator is a long-established wine media and events brand. It is comparable as a broad incumbent in wine content, tasting events, and luxury audience engagement that The Hue Society also targets.
• VinePair: VinePair is an established digital wine media outlet covering industry news, education, and culture. It overlaps with The Hue Society's content/media strategy and audience development, but operates at much larger scale as a broad incumbent.
• Wine Enthusiast: Wine Enthusiast is a major wine media brand and retailer. The Hue Society's founder was featured on its cover; Wine Enthusiast represents the broader incumbent media-and-retail ecosystem in which The Hue Society's cultural programming operates.

Emerging players

• McBride Sisters Collection: McBride Sisters is a Black-owned wine brand and listed partner of The Hue Society. It is comparable as an emerging player targeting diverse wine consumers with curated products and experiences, intersecting The Hue Society's audience and partnership ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@assimilationnotrequired
• Instagraminstagram.com/sippingsocialite

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about The Hue Society