According to 2021 estimates, only 1% of 11,000 wineries in the USA are black-owned or employ African-American winemakers. Dwyane Wade sought to improve that percentage, starting with himself. He entered the wine industry which is valued at over $441 billion with the launch of Wade Cellars in 2014. But being in the thick of Heat Culture, half-baked was not his jam. He took the initiative to not only learn about this business but also to bring diversity and inclusivity to it. That brought him to UC Davis in 2021.

His affiliation with the executive leadership program was discussed during his appearance at SXSW 2024. Talking about it was an honor he shared on his Instagram Stories. “Listening and learning. It’s been an incredible 3 years of service,” he wrote about the attention his job got.

UC Davis announced he joined the 26-member board of the Department of Viticulture and Enology in 2021. His goal was to drive up minority enrollment in the viticulture department. Accordingly, he designed a program himself for the course.

“So getting into the wine space, owning my own wine brand, I wanted to learn more. So what’s a better place to learn than go to sit at the best wine school,” Wade said at the SXSW Summit in Austin, Texas. He turned that knowledge into designing a program that has been a big attraction for minority students.

Dwyane Wade brings everyone together with wine

D-Wade combined his love for wine, a penchant for growing his portfolio, and a passion for social equality into Wade Cellars. While he’s grown it successfully with an estimated $5 million in revenue, he’s hoping for it to be more than just another wine brand.

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“It’s going to be a team effort to get the wine industry to a place where it looks different in the next 20 years than it has looked in the last 40,” he said a year into his role at UC Davis. Since then he’s created a community with events such as “When We Gather,” hosted in 11 cities. The event celebrated black-owned businesses with Wade Cellars.

He took Wade Cellars to the Blue Note Jazz Festival too in 2023. He served as the ‘Director of Culture and Vibes’ at the Napa Valley festival last year which he attended with his wife, Gabrielle Union. Wade is all about building communities with his entrepreneurial ventures. And he’s going to bring some positive vibes to the wine business for sure.

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