The Hue Society Remains Grounded Despite Plunges in DEI Commitments

In 2020, when KN95 masks saw supply shortages and simultaneously widespread protests against police brutality targeting Black communities heightened, the concept of DEI became a popular buzzword adopted by many companies as a performative measure.

At the time, this resulted in a surge of funding for Black-owned initiatives and businesses, only for this support to wane over time, leaving many founders disheartened.

Despite these setbacks, Tahiirah Habibi, the founder and CEO of The Hue Society , remains committed to centering Black folks in wine by prioritizing genuine connections and practicing discernment regarding partnerships.

Expanding The Hue Society

In 2017, Habibi saw a resource gap for BIPOC folks in wine and decided to fill it with enriching and cultural experiences like the Wine and Culture Fest. This event has garnered national attention from outlets like Wine Enthusiast, which remarked it as one of the best wine festivals in America.

Entering its sixth year and originating in New Orleans, this year’s event will leave Atlanta and establish roots in Washington, D.C.

“I’m excited about the theme, which centers everything from beverages to the first Black-woman-owned winery to the local music,” Habibi says.

Despite some brands pulling their commitments to fund the organization’s wine festival this year, there is still a lot of perseverance. “It’s challenging for me to secure sponsorship and funding; this year has been particularly tough because there’s less prioritization of funding this [DEI] work,” she explains.

In response to this uncertainty, the founder of The Hue Society takes proactive steps to forge enduring relationships rather than relying on unsustainable ones.

Maintaining the Sustainability of The Hue Society

“My business would not be sustainable if I functioned out of a space of having to adjust every time something happened,” Habibi says.

Rather than managing multiple transactional partnerships, the founder of The Hue Society has found success in fostering relational connections. This involves consistently updating folks on ongoing work and actively seeking opportunities for cross-collaboration and support.

RELATED: Kansas Urban Winery Jenny Dawn Cellars Crafts Award-Winning Plan

These practices of community care, as explained by Habibi, allow her to continue her work of bringing others into the room.

The founder has dedicated significant effort to fostering intentional partnerships with publications such as Cuisine Noir, Imbibe and VinePair, as well as brands like Jackson Family Wines, Silver Oak, and Total Wines.

These collaborations didn’t materialize overnight. Habibi’s unwavering dedication to authenticity and inclusivity has been instrumental in advancing her mission to create profound spaces for BIPOC individuals in the wine industry .

Growing a BIPOC Wine Collective

Funders aren’t the only piece of the equation. The Hue Society has continued to shine thanks to the dedication of its members. The organization has 14 chapters from Atlanta to Miami, with international ones in South Africa and a new one starting in Italy this fall.

When individuals join, they gain access to networking opportunities, industry events, and the chance to build lasting relationships with wine professionals and newbies.

The process of joining is as easy as raising a glass. Folks can choose a local chapter and contact its lead to inquire about joining. There’s also a national chapter for people who don’t have one in their hometown, ensuring that everyone can be a part of this vibrant community.

“The Hue Society has people like me who are highly interested in wine and how it’s made, where the grapes grow, and what it tastes like,” says Susan Wilson, a member who joined the organization in 2020.

In addition to hosting engaging events, The Hue Society has provided Wilson with invaluable opportunities to explore destinations like Italy, allowing Wilson to expand her knowledge of wine and build life-long connections.

“The Hue Society gives people a space to come and be seen and feel celebrated within a community of people who will accept them even if they have to go back into the larger community where they may not be.”

To stay updated on The Hue Society’s journey, please visit their website and follow them on social media ( Instagram , Facebook , and Twitter ). Also, visit their website to learn more about the Wine and Culture Fest and purchase tickets.

This story originally appeared in Cuisine Noir Magazine