If there is one theme that unites this year’s Future 40 honorees across their many categories, it is advocacy—in every sense of the word. Advocacy for including people of all backgrounds in an industry that is struggling to find its footing in appealing beyond a traditional base as well as advocacy for the environment, advocacy for each other and advocacy for workers in the hospitality industry on which they all, in one way or another, depend. Most of all though, advocacy for a better future. We asked them about the state of the drinks space, the future they’d like to see and how we can all get there together.
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Meet This Year’s Future 40 Tastemakers & Innovators
What is the biggest challenge facing the industry today?
Keyatta Mincey Parker: The biggest challenge today is the lack of care and support for the individuals that are working in this industry, the bartenders and bar stars. Covid put it under a magnifying glass.
Martha Cisneros: While there was a surge in supporting people of color in 2020, it remains to be seen if the trend will continue. During the pandemic, there was a significant increase in support from the Wine Industry for initiatives that promoted diversity in wine. At Latinas Wine Club, we received numerous partnership requests from those wanting to collaborate and become Socios (partners). However, our business-to-business growth has since slowed down, and only a few potential partners have come forward to support the education of a particular group that has been growing steadily for a decade. However, the business-to-consumer side of our business continues to expand.
TJ Douglas: One of the biggest challenges facing the drinks business is the three-tiered system found in most states. As retailers we can only sell what the distributors choose, which means that many smaller producers sit on the sidelines and can’t find representation. This system has made it harder for women, BIPOC, LGBTQ+ and other under-represented producers to gain a foothold in the industry. It’s also made it harder for consumers to discover lesser-known regions and varietals. Dismantling the three-tiered system would go a long way to re-energizing the industry.
Jess Baum: The climate crisis, which is an existential threat to winegrowing and to humanity alike. Droughts, floods, and wildfire threats have changed the landscape of U.S. winegrowing and will continue to do so.
Caine Thompson: One of the most significant challenges we face as an industry is how we adapt to climate change. As global warming continues to progress in all regions of the world its putting pressure on our natural resources and our ability to sustainably farm. As a global wine industry we’re all in this together and without a united approach, we will continue to see stylistic changes to wine regions, degradation of soils, overuse of aquifers all resulting in the reduction of areas where we can grow the vine. We need to act now as an industry and come up with practical solutions as we combat climate change to ensure the longevity of our industry for generations to come.
What are the biggest strides you’ve seen over the last three years?
Anna Brittain: It’s been great to see several organizations emerge to cultivate diversity and inclusion in the industry. At the same time, we need more wineries to be aware of and engaged with these organizations. Conversations have also become pervasive around glass light-weighting. Now we need a systematic focus on the carbon footprint of the entire supply chain and distribution.
Caine Thompson: The regenerative farming movement across agriculture is monumentous. This holistic farming system at its heart is empathic on bringing soil back to life, through developing a polycultural farming system. It’s a system that not only speaks of change but acts on change. Its giving carbon an honest job, sequestrating it through cover cropping and minimal tillage and making it available to our vines. Its incorporating animals into our farming systems for sustainable weed control and nutrient recycling. Its eliminating synthetic pesticides for the vine, soil and staff well-being, all while developing and installing a fair and safe farm worker program. Regenerative farming although still in its nuance has the ability to change the world.
Philana Bouvier: Coming out of Covid, it is great to see the hospitality industry make a comeback. There is still a long way to go in terms of equal pay, fair wages, and taking care of your staff. However, the pandemic has really shone a light on this industry and now more positive changes are taking place. For the wine industry, restaurants are a lifeline to building brands and loyalty.
Alice Jun: The definition of what transparency means for craft beverage companies is changing. Customers need and want to know how the products they are consuming are made and companies are responding by including their customers in their process and thinking at an unprecedented level.
Tara Gomez: The start of diversity, inclusion, and representation in the industry for the BIPOC and LGBTQIA+ community, although I feel we still have a ways to go.
If you could snap your fingers and change one thing in the space tomorrow, what would it be?
Conner Taylor: I’d love if people felt less intimidated by wine and approached it with the same level of comfort that many have with beer and spirits.
Philana Bouvier: There is not enough diversity in the wine and spirits industry. It felt like we had a brief moment where there seemed to be a push for more diversity and inclusion, however, not much has changed. It’s unfortunate as the industry doesn’t reflect its consumers.
Keyatta Mincey Parker: I would make it mandatory that people of service get paid a living wage with insurance. We sustain and take care of so many, but who takes care of us.
Martha Cisneros: With the snap of my fingers, I would love to see advanced career opportunities directed to Latinos. We need not only to be in the wine and spirits business as entry-level FOH, servers, sommeliers or hostesses, or sales force. We need the corner office, managerial positions, and more Latino wine buyers.
TJ Douglas: Without a doubt, I'd be snapping away the archaic shipping laws that too often prohibit retailers from getting wine to their customers in other states. Too many liquor laws were written coming out of Prohibition and haven't been updated since.
Cara Bertone: Three-tiered system. It continues to stifle innovation and hoard resources.
Alice Achayo: I'd make sure that those who are in the position of power in this industry were more diverse, in every sense of the word. Those who are making the decisions now do not represent the diverse wine drinkers of today and tomorrow. This already has been part of the reason why the industry is struggling and will continue to struggle.
Gabriela Fernandez: Create a system that supports upward mobility for Latinos and Latinas in the industry. LatinX have been ingrained in the industry for decades (if not centuries) and yet are minimally recognized or provided opportunities to grow beyond the vineyard or cellar.
Jahdé Marley: More equity and higher concern for the labor standards of agricultural workers.
Alice Jun: Gender discrimination and inequity would be obsolete in the beverage industry.
Alicia Towns Franken: Promoting diversity and inclusion in all aspects of the wine industry is crucial. Allow people to trust their palates; remove the barriers to entry for wine drinkers and wine professionals.
What work do you think can be done to create a more inclusive lexicon?
Ben Bell: For sake we try to take as much jargon out of the conversation as possible. Anything that can de-mystify the category and let people know “This is for you, too” is the best.
Alice Achayo: The lexicon of wine, which really comes from the U.K. (WSET), was written in the U.K. And yet it has been the standardized language across the globe, even though it fails to be relevant and relatable to the majority of wine drinkers. In order for the wine language to be more inclusive, it should not be written by one group of people.
TJ Douglas: I still have yet to meet someone who knows what a gooseberry tastes like, and yet consumers see that word referenced almost every day.
Alice Jun: Expanding our lexicon to reflect culturally and factually accurate information about beverage products, in general, is extremely important to creating a more inclusive industry. It is at the forefront of our mission at Hana Makgeolli to equip our customers with the right terminology to describe our products because it empowers them to think critically about the category overall, appreciate what they are tasting and experiencing, and thus raise the bar for quality for producers within the category.
Jake Bilbro: One of our cofounding athletes, Vasu Sojitra, is of Indian descent. When Vasu and I first met and were discussing wine, he mentioned that no one had ever offered him wine in his life. That struck me, and when I asked why, he responded in a very matter-of-fact tone: “I'm Indian.” Wine has brought people together for generations. I don't think the industry has proactively worked all that much to include consumers of broader backgrounds.
Alicia Towns Franken: We need a new way of engaging consumers. Meet them where they are at. Help them trust their palate. There is no right or wrong answer when it comes to enjoying wine. Let’s talk about structure and textures instead of Eurocentric aromas and flavors that not everyone has had before. What were the flavors in your childhood kitchen?
Priyanka French: Wine has a place on every table so talking about it in reference to a wider range of cuisines, flavors, aromas and textures is vital for the future growth of this industry. We've stayed traditional to the aromatic wheel of wine for a long time and it is time to reconsider our language and lexicon as the first step to creating access and inclusivity.
Maiah Johnson Dunn: An op-ed about the wine industry’s shrinking customer base is released almost quarterly. And like clockwork, we panic at the concept but fail to make any meaningful changes in how or who we market. As a wine educator, I’ve seen firsthand that people love wine but are afraid to engage with the industry. Wine is about building community and we all need to play an active role by examining how we market to consumers and making an effort to meet guests where they are.
“Sustainability” can be a buzzword in the beverage space and it can mean different things to different people. What does it mean to you?
Stephanie Bolton: Being sustainable means operating in a way that is environmentally and socially responsible, while also being profitable.
Jess Baum: We are shying away from using the word “sustainability” as it is indeed a buzzword that has been tarnished by a myriad of definitions. Additionally, you cannot find sustainability in an inherently unsustainable system. We call it regenerative impact, or just impact. Whatever you call it, true “sustainability” requires transformation and paradigm shifting. As long as it is a destination, rather than an unfolding journey, it cannot find real footing or make a lasting impact.
The wine industry is in a fight for its own existence—wine grapes are a canary in the coal mines of the climate crisis, facing continued challenges that threaten our future. To reach sustainability, we must think about long-term value rather than short-term gains. We must learn to see that adapting and transforming to set the industry up for what is to come is not an expense—but a critical investment.
Stacy Buchanan: Not to sound cynical, but people and businesses have used that term with no accountability or regulation for so long that it's lost most of its meaning. Any time I see a winery use the words “sustainably farmed/sourced” I just hear, “We try as much as we can to not to kick mother nature in the groin.” Which is still great, but there's a wide range between wineries that simply recycle materials, and wineries that jump through numerous hoops to make their vineyards and natural resource use are done to the highest of standards to avoid any harm to the environment.
Conner Taylor: The key is carbon sequestration. Biodynamic farming emphasizes the use of cover crops, compost, and organic matter to improve soil health. Healthy soils can store more carbon, helping to sequester atmospheric carbon dioxide, a major greenhouse gas responsible for global warming.
Jake Bilbro: Minimizing our carbon footprint. Period. That can be achieved in a variety of ways but in my eyes, the smaller the footprint, the better for our world. I also agree that sustainability is a buzzword with very little hard or clear definition around it. There is nothing that disappoints me more than seeing the term used in sales in misleading ways.
Caine Thompson: To me, sustainability is the practice of meeting the needs of the present without compromising the ability of future generations to meet their own needs. In the beverage industry, being sustainable encompasses various environmental, social, and economic considerations to minimize negative impacts and promote responsible practices throughout the entire lifecycle of a beverage product.
From an environmental perspective this involves reducing the environmental footprint of beverage production, distribution, and consumption. It includes efforts to conserve water, minimize greenhouse gas emissions, decrease energy consumption, manage waste responsibly, and protect natural resources. Sustainable practices aim to support biodiversity, mitigate climate change and prevent pollution.
From a social perspective sustainability focuses on the well-being of the communities involved in the beverage industry, from farmers and workers in the supply chain to consumers and local populations. It involves fair labor practices, providing safe and healthy working conditions, promoting community engagement, and supporting the livelihoods of those involved in the industry.
From an economic perspective sustainability ensures that beverage companies operate in a financially viable manner while considering the long-term implications of their actions. This involves investing in research and development for sustainable practices, adopting efficient resource management, and making decisions that account for both short-term profits and long-term resilience.
Overall, sustainability is a holistic approach that considers the impact of the industry on the planet, people, and profitability. All three are critical to ensure a truly sustainable future.
Keenan O’Hern: It means accountability and action. You don’t have to look far for sustainable solutions in our industry but many mistake any innovation for progress. We can often find the greatest impact in the simplest of solutions.
Lindsay Kido: As a mixed-Indigenous person, to me it means honoring the relationship we have with the land and environment around us. Nature and humanity are intimately connected; we are not separate entities. It means that we ensure that balance is maintained not only for this generation—but for all those to come.
Jahdé Marley: Taking both our environment and communities into account when making decisions that can sustain without outside assistance or interference for at least a generation.
TJ Douglas: For us, sustainability also means building DEI-focused programming that isn’t just a flash in the pan, but instead is built for the long haul. Change takes time, and on all sides of the business we need solutions that can be duplicated and scaled for impact.
The most innovative thing you saw in the industry this year?
Conner Taylor: During an interview I had with Gerard Bertrand, the French winemaker said he’s trying to convert all of his vineyards to biodynamic ones. His message was inspiring in that if we converted all grapevines in the world to biodynamic—and only grapevines, not talking about any other agricultural product—we could solve the climate crisis with all of the carbon sequestration. This is really inspiring and a goal worth attempting.
Martha Cisneros: Ruinart created a museum in Soho with immersive experiences rather than just a wine-tasting experience. The quality of the job they put together for an exhibition was superb. Despite the travel industry being at a great point, inflation prices might slow the traveling industry. We might not all be able to travel to remote regions such as Champagne for some time but bringing a piece of Champagne to New York was amazing.
Kevin San Jose: Drought-resistant rootstocks from U.C. Davis and Cornell.
James Cecere: And the continued creation of hybrid varietals by Cornell University. Their research and development of new grape varieties that are resilient to climate change, diseases, and pests while maintaining exceptional wine quality is truly groundbreaking. These hybrid varietals have the potential to revolutionize the wine industry by offering winemakers new and sustainable options to adapt to changing environmental conditions.
Jess Baum: Alternative packaging trials, like rPET bottles.
Alice Jun: The recent classification of aspartame as a carcinogen by the WHO was one of the most astounding moments that I've seen this year. The lack of transparency when it comes to “natural” or “artificial” additives in the industry is a betrayal to consumers and there should be more attention paid to what we are allowing brands to put into what we drink.
Priyanka French: Though they've been around for a few years now, I am still completely fascinated by the introduction of the Monarch Tractors and the mission of the organization. They have created not just a piece of equipment but are working on creating technology, sensors and an ability to collect and track data that will no doubt result in a more precise and sustainable way of farming.
One trend in the industry you have had enough of?
Conner Taylor: Espresso martinis. Just kidding. I will never have enough. I get fairly tired of wine influencers on Instagram. It’s honorable seeing people try to demystify wine, but the methods of delivering this message on social media all start to look the same. It can feel tired.
Joanna Carpenter: My perpetual pet peeve when it comes to trends is how judgmental the industry gets of trends. Espresso martinis, Mezcal Negronis, Sbagliatos, you name it—we love to look at something guests are excited about and shit on it. It’s something I’ve never understood.
Philana Bouvier: RTDs.
Stacy Buchanan: Johnny-come-lately meme accounts.
Lindsay Kido: The tiki trend should forever be placed in the box of cultural appropriation and hidden for eternity.
TJ Douglas: Natural wine is here to stay, but as an industry we have got to start using better language to describe what we’re talking about when we say “natural,” as it’s very confusing for consumers when we all use a different definition.
Alice Jun: Better-for-you marketing that is false or misleading for customers.
Caine Thompson: The promotion of “clean wines” that aren’t sustainably or organically grown at a minimum. This confuses the customer and puts down other brands. We should be coming together to tell our sustainability stories that are authentic and that starts with how we grow our grapes.
Keenan O’Hern: Heavy weight bottles.
Stephanie Bolton: Any inaccurate information used in marketing.
Alicia Towns Franken: Buzz words. Gatekeepers. Greenwashing. DEI/Brown-washing.
Anna Brittain: The disconnect between business security and ROI and taking aggressive sustainability and climate action.
What ignited your passion for the work you do?
Ben Bell: Coming from a small town, drinks became a way for me to understand the larger world. Sake has been an interesting combination my home state’s agriculture (Arkansas is the No. 1 rice producer in the U.S.) and the amazingly honed craft of sake-making in Japan.
Lindsay Kido: Having been connected to beer since I was 21, it has often been an incredibly lonely space to be in. Even to this day, I consistently do not feel welcome or represented in the industry that I love. So, the work that I do centers on changing the landscape so that all people feel like they belong because I truly do believe beer is for everyone.
Gabriela Fernandez: I simply wanted to be an agent of change. I wanted people to have a different experience than my own and help to shape what the future of wine could look like if we made it more equitable, welcoming and celebratory of our cultures and identities.
Jahdé Marley: The idea of alcohol as a preservative of culture, history and the current moment.
What advice do you wish you’d gotten when you were starting out?
Anna Brittain: You have to focus on social sustainability at the foundation of environmental and economic sustainability.
Stacy Buchanan: Express or impress? That is, are you trying to express yourself or impress others? It’s been a great NorthStar for me, keeping me grounded and realigning me if I start to drift.
Philana Bouvier: Never allow anyone else to define who you are or tell you what your values are.
Martha Cisneros: I wish that someone could’ve told me that there is no right way to break into the wine industry but rather just break into it. Once you enter, you have to step out of your comfort zone constantly.
Joanna Carpenter: In addition to my work in the industry and with 86 the Barrier, I’m currently in the cast of Sweeney Todd on Broadway; I’m a swing, which is an incredibly hard job, requiring knowing multiple roles and being ready to go on for any of them at any point. At my first put-in rehearsal, one of my castmates and another swing, Mia Pinero, took me by the shoulders and said something that I wish I had heard 20 years ago: “What risks would you take if you didn’t have to be perfect?” That pierced me to my core, and I think we could all do well to ask ourselves this question at least once a week.
Cara Bertone: Not so much advice but rather a wish that the organizations that have been established in the last couple of years to help elevate and advance BIPOC in this industry were around when I started. I’m happy that those who are new and eager to join the industry now have the support and community they need. And I hope to be a part of that support for them as well.
Tara Gomez: How tough selling the product can actually be. It's definitely not easy trying to compete with the thousands of other brands already established and out in the marketplace.
Alicia Towns Franken: Always keep a bottle of champagne in the fridge; you never know who might stop by.
Jahdé Marley: Varied perspectives and palates make the industry better: Break the mold of what the status quo deems acceptable.
Maiah Johnson Dunn: Stop making yourself small for boxes you don't need to fit into.
What’s the best advice you ever received?
Ben Bell: A master sake brewer I worked with in Japan recently told me it was to be okay to not know all the answers for starting a sake brewery. It takes time to figure out our process and our path.
Stacy Buchanan: No matter where you are, or how far you think you’ve come, you are always at the beginning.
Conner Taylor: Change the language of “Can I do this?” to “How will I do this?” when approaching a new idea.
Keyatta Mincey Parker: Allow yourself the same grace you show to others.
Cara Bertone: Separate facts from feelings.
Priyanka French: Winemaking is time fixed in a bottle. Be patient, be observant and be humble. We are here to take the ways of nature, the land, the soil and the grapes and express their best possible version in a bottle. Be true to the place.
Keenan O’Hern: This is a throwback, but in the 6th grade I participated in a Roots and Shoots event in Wilsonville that Jane Goodall spoke at. I will always remember her grace and resounding message of hope but more importantly, she reminded us to be stewards of the Earth: “You cannot get through a single day without having an impact on the world around you. What you do makes a difference, and you have to decide what kind of a difference you want to make.”
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Last Updated: August 31, 2023
