MICHAEL LAVELLE WINES

A Tale of Friendship, Brotherhood, and Wine

INthe heart of Washington, D.C., four distinguished gentlemen— Terrence, Aaron, Brandon and Devin—turned their passion for wine into an entrepreneurial venture that has captivated the wine industry. This group of college friends, known for orchestrating memorable parties and events, discovered a shared curiosity for wine, particularly those crafted by winemakers of color.

Despite their enthusiasm, they found locating wines from Black winemakers in the Washington D.C. and Chicago markets challenging. Fueled by this frustration, the friends decided to disrupt the market and create their own wine brand, drawing from their diverse backgrounds in hospitality, technology, and creative design.

Pooling their business expertise and extensive research, they partnered with a California winery that helped them navigate the complexities of launching a wine company. Michael Lavelle debuted on Juneteenth 2020 with a delicious 2019 vintage rosé. While launching during a tumultuous period, the founders remained optimistic, selling all of their inaugural wine through their website.

This initial success taught them the importance of volume planning and partnering with the right people after experiencing challenges like securing distribution with partners that prioritized their business. Undeterred, they turned to industry mentors and organizations such as AAAV, Black Vines Art and Wine Festival, and The Roots Fund for guidance and support. In turn, they have become role models for other aspiring winemakers of color.

Wine Enthusiast has recognized Michael Lavelle Wines as the youngest Black-owned wine brand, and their commitment to delivering premium quality wines has garnered attention from industry insiders. Their eyecatching packaging and labels reflect the excellence of their well-priced wines.

Their Old Vine Zinfandel from Lodi won double gold and best of show at the Wine and Spirits Wholesalers of America. Their offerings continue to expand, with a Chenin Blanc release on the horizon. Michael Lavelle Wines can be found at sipmichaellavelle.com, purchased the color of wine by urbanvino wholesale through Breakthru Distribution, MHW, or on the shelves of Whole Foods, Total Wines, and Soho House. So keep an eye on this remarkable brand—they're going places. Visit UrbanVino.com or Apple Podcasts to listen to the UrbanVino Podcast, and visit YouTube for the video version. Connect with Jena on LinkedIn @ Jena Domingue and Instagram @ urbanvino.

Jena Domingue is the creator and CEO of UrbanVino House of Brands and Senior Vice President of Sales and Talent and Culture at WineDirect. She is also US Ambassador (California) for Liquid Icons, a global agency working with ultra-premium wine brands worldwide, offering scholarships and apprenticeships specifically geared to promote diversity and inclusion in wine education and hospitality.