Shockoe Wine: Redefining the Wine Industry with Culture, Community, and Inclusivity
Shockoe Wine is a Black-owned wine company that has become a beacon of hope and progress for the Black community. The brand was founded by Ricky Parker, Steve Johnson III, and Chris Randolph as an homage to the historic Shockoe Bottom area on the east side of the city of Richmond, VA. Shockoe Bottom was the largest slave-trading district in the U.S. north of New Orleans prior to the Civil War, and Shockoe Wine's name honors this past while also serving as a symbol of progress and inclusivity.
“We wanted to pay homage to the area and its history,” explains Executive Producer, Ricky Parker. “But we also wanted to create something positive that would allow people to come together and celebrate.’
Shockoe Wine is more than just a wine brand, it's a full-fledged experience that focuses on the culture and community that surrounds it. Parker, explains that "It's everything associated with it. It's the art. The music. It's interacting with people and people meeting each other." The brand hosts events to give people the opportunity to try the wine and experience the full package of art, music, and community firsthand.
Currently, Shockoe Wine's availability is limited, as they are very selective regarding where their wine is available. Their wine is currently available at select Wegmans locations (Midlothian, Short Pump, VA Beach) and Common House, but most of the time, people have to buy it from their website. However, their popularity is on the rise as more people become aware of their unique and innovative approach to wine.
“Every glass poured is a nod to our ancestors!”
Consumers say that Shockoe Wine is a symbol of what's possible when Black entrepreneurs are given the opportunity to succeed. Creative Director, Christopher Randolph, explains that "We're leading by example, showing that we can create our own things and that we don't need to wait for someone else to do it for us." Shockoe Wine is paving the way for other minority entrepreneurs to break into the industry and succeed. The brand is redefining luxury by focusing on inclusivity and catering to the culture based on the things that matter to them.
While their upcoming varieties include still Rose, sparkling Rose, Riesling, and Sweet Red, Shockoe Wine's focus remains on events. Parker explains that "We see events as a big piece of who we are as a brand. It's like our niche. We get to introduce the product and control our narrative." The events give people a chance to experience the full package of art, music, and community while savoring the taste of their exquisite wine.
Shockoe Wine's importance goes beyond just the wine industry. It represents diversity, inclusivity, and progress in a society that has been marred by the legacy of slavery and systemic racism. By supporting Shockoe Wine and other minority-owned businesses, consumers can help create a better, more inclusive future for the wine industry and beyond. The reminder on the back of each bottle of Shockoe Wine, “Every glass poured is a nod to our ancestors!” is a testament to the brand's commitment to its history and culture. Let's raise a glass to Shockoe Wine and all the other minority-owned businesses that are making a difference!
