How Vanderbilt Ave Wine Merchants is Transforming Community Through Wine

Discovering Community Through Wine in Prospect Heights

At Vanderbilt Ave Wine Merchants, nestled in Prospect Heights, Brooklyn, the philosophy is simple yet profound: wine is for everyone. Owner Johnathan Kemp champions this idea with fervor, aiming to dispel the myth that wine is an exclusive luxury only for the affluent. His journey into the world of wine started with a college class in viticulture and oenology, leading him to develop a deeper appreciation not only for the beverage but also for the culture it can foster.

Breaking Barriers: A Wine for All

Kemp reflects on the initial spark of his interest, recounting how a retail position at a wine shop opened his eyes to the engaging community atmosphere centered around wine. "It was really interesting how engaged people were with these esoteric, geeky things, just on a weeknight," he says, illustrating how wine can serve as a social connector in everyday life. He embraces a communal approach, where members of the Direct Press Wine Club receive curated selections of wine every two months, paired with a unique zine that dives into the stories of selected wines and their makers.

Much like the 'Wine For Me' events featured in Brooklyn, Vanderbilt Ave Wine Merchants emphasizes inclusivity and accessibility. This unpretentious take on wine is echoed in communities of color, where organizations like 'Wine For Me' have emerged, socializing with artisanal wines while fostering connections among BIPOC enthusiasts. Founder Joan De Jesus embodies this spirit by creating a venue where every palate is an expertise, and traditional industry standards are questioned.

Creating Cultural Connection Through Wine

At both Vanderbilt Ave and Wine For Me, the goal is to redefine what a wine experience looks like by placing community and shared experiences at the forefront. Kemp describes how the expansion of his wine club reflects a desire to meet customers where they are, ultimately leading to deeper conversations around the origins and narratives behind the wines being consumed.

“I think it's sad sometimes when people feel like it's this thing for fancy rich people or something like that,” says Kemp. In his Direct Press zine, readers discover nuanced perspectives on wine regions and representation in winemaking, establishing a strong sense of identity and pride in the craft. This approach not only informs but also empowers consumers—encouraging them to appreciate the craftsmanship that goes into each bottle.

Cultural Representation and the New Era of Wine Enthusiasm

The increasing participation from diverse cultural communities heralds a new era in the wine world, one that Kempt and De Jesus are helping to cultivate. Events are no longer a mere tasting; they are spaces for cultural exploration, allowing participants to celebrate both similarity and difference. The welcoming and often creatively thematic settings further enhance the experience, with Kemp's bright zine designs invoked by indie literature and arts, while De Jesus weaves R&B and hip-hop into the atmosphere during her gatherings.

Engaging the Community: Why It Matters

Inclusivity and community-building are not just trendy buzzwords; they are crucial components that shape the discourse around the wine industry today. As both Vanderbilt Ave and 'Wine For Me' continue to flourish, they reveal a fundamental truth about wine consumption: it thrives in community. For many, a bottle of wine is not just about the liquid inside; it embodies connection, joy, and collaborative storytelling. As Kemp states: "People seem to want to go deep down the rabbit hole with us. We're so energized by all the interactions we have.”

The success of both wine ventures exemplifies an important shift in how wine culture can progress to include broader narratives that reflect the diversity of the populations it serves. By nurturing these spaces, Kemp and De Jesus are paving the way for a brighter, more inclusive outlook in the wine industry.

Join the Conversation

Whether you are a seasoned connoisseur or a curious newcomer, exploring the evolving landscapes of wine culture is an experience worth pursuing. Visit Vanderbilt Ave Wine Merchants or participate in local events like 'Wine For Me' to discover diverse wines and engage with community narratives that challenge conventional norms. In a world often divided, the shared love of wine can indeed bring us together to enrich our understanding and appreciation of life’s simple pleasures.