Diversifying our wine list
In 2021, we introduced eight diverse-owned labels to our wine lists across North America. We were intentional about ensuring that we had representation in our ‘by the glass’ offering, added a new category to our wine compendium to highlight diverse ownership within our cellars, and invited the makers in for tastings with our teams to raise product knowledge and drive sales. As a result, we redirected 9.8% of our wine spend in 2021 to businesses that are majority owned by individuals from underrepresented backgrounds.
In 2022, we will build on the number of diverse-owned wines on our lists globally, and provide more opportunities for our teams and members to meet these makers and learn about their wines. Plus, we will ensure representation at large events with a goal to spend 15% of our total annual wine procurement in North America with diverse-owned labels by year end.
Donae Burston, winemaker and member, La Fête du Rosé