Examining motivations and challenges of black wine entrepreneurs using the push–pull theory of entrepreneurship

Abstract

Purpose The two major entrepreneurial motivations of being “pushed” or “pulled” to start a business have been frequently explored in the entrepreneurship literature. In the global wine industry, thousands of small entrepreneurial wine businesses are flourishing, but few have been started by Black entrepreneurs. What is missing from the research is an exploration of the motivations of these entrepreneurs and what the industry can do to encourage the entrance of more minority entrepreneurs. The purpose of this study is to apply push–pull theory to better understand the motivations and challenges of what prompts Black entrepreneurs to start and succeed in the wine industry. Design/methodology/approach This exploratory study uses a qualitative methodology of 42 in-depth interviews with US Black winemakers, retailers, and other wine business owners conducted over Zoom. The data were analyzed using Otter software and a thematic coding process for 2,120 pages of rich text. Findings Findings included 12 motivation themes and 12 challenges for Black wine entrepreneurs, with more emphasis on “push” versus “pull” motivation factors. Many of these entrepreneurs were “pushed” to participate in the industry to create a more inclusive space for Black wine consumers and to create opportunities for other Black professionals and minorities in the industry. Managerial implications include solutions for more inclusive marketing and workplace culture. Originality/value This study contributes to push–pull theory by offering a unique perspective on the motivations of Black wine entrepreneurs, as well as being the first study, to the best of the authors’ knowledge, to focus on this issue.

Thriving on the Vine: The Growth of Black Entrepreneurs in the American Wine Industry

“…The research included both a comprehensive survey questionnaire that garnered more than 100 responses, and more than 40 in-depth, Zoom-based interviews with self-employed Black wine producers, distributors, educators and media. An analysis of the interviews revealed that racism emerged as the foremost challenge for Black wine entrepreneurs, followed consecutively by access to financial capital, sexism, industry experience, distribution, and mental health (Bell, Thach & Fang, 2023). This finding mirrors the result that 78% of survey respondents indicate that racism is a greater challenge in wine than in other industries .…”

“…For Black wine business owners, there are a multitude of obstacles that impede success in this seductive industry. Perhaps its unsurprising that the all-encompassing theme of racism was ranked as the foremost challenge among interview subjects, with nearly triple the mentions of the next closest theme of finances/capital (Bell, Thach & Fang, 2023). By definition, systemic racism's tentacles are ubiquitous in the economy and markets.…”

“…Lewis became enamored with wine and viticulture after serving in World War I and travelling to the Rhine Valley. As with many wine entrepreneurs, particularly Black wine entrepreneurs (Bell, Thach and Fang, 2023), Lewis' pursuit of wine was amplified through his travel experiences (Lambert, n.d.). Lewis began growing 10 acres of wine grapes on land deeded to him by Mr. Burwell in 1933, where he produced Labrusca wines as table and dessert wines under the Virginia-Carolina brand name until the 1970s (Lambert, n.d.).…”

“…Although enslaved African American vineyard workers are known to have cultivated statesman Thomas Jefferson's vineyards (Rinaldi, n.d.) and Black winemakers were documented as far back as 1888 (Thach, 2023), awareness and recognition of Black business ownership in the wine industry has often been overlooked. In fact, before an article by Bell, Thach, and Fang (2023), there is scant mention of Black wine producers and entrepreneurs in academic literature. The discussion of Black-owned wine businesses remained elusive among trade and popular publications until 2020 (Bell, Thach and Schaefer, 2022).…”

“…In fact, before an article by Bell, Thach, and Fang (2023), there is scant mention of Black wine producers and entrepreneurs in academic literature. The discussion of Black-owned wine businesses remained elusive among trade and popular publications until 2020 (Bell, Thach and Schaefer, 2022). In the wake of George Floyd's murder in 2020 and the subsequent civil unrest in cities and countries around the world, many businesses and consumers experienced a collective awakening to the realities of anti-Black racism at its most extreme.…”