Breaking Conventions in Wine: Donae Burston on Disrupting the Industry

In this eye-opening episode of EYL, hosts Rashad Bilal and Troy Millings are joined by the innovative Donae Burston, a trailblazer aiming to disrupt the wine industry. Burston, the fastest-growing imported rosé brand owner of 2021, discusses the cultural differences between wine consumption in the United States and France. He shares his vision to break conventions, making wine drinking more accessible and less fussy in the U.A.

Donae introduces the concept of a rosé margarita, blending rosé wine and tequila, something you probably won’t find in your average nightclub but which epitomizes his philosophy of drinking wine however you enjoy it. This aligns with his broader goal of making wine a more common choice in different settings, beyond the traditional dinner table.

Though wine isn't commonly consumed in American nightclubs – a stark contrast to France – Burston points out that successes like Tito's Vodka shattered stereotypes and barriers in their early days. The same could happen for wine, and Donae’s commitment to promoting wine in non-traditional environments could well be the key to transforming U.S. wine culture.

The conversation delves into the avenues pursued by Burston to achieve rapid growth. By leveraging momentum and focusing on key markets that rebounded quickly post-pandemic, Donae successfully scaled his brand from a single location to more than a thousand. He emphasizes the importance of pitching to decision-makers in national chains and resorts to secure wide distribution deals, highlighting the role of community and press coverage in building brand credibility.

Donae also touches on upcoming ventures, including the introduction of red wine to his portfolio. Currently, his brand offers a white wine and a rosé, both of which serve different purposes and appeal to various consumer preferences. Despite rosé being a smaller piece of the wine market pie (around 6-9%), its unique appeal continues drawing interest and growth potential.

Another critical discussion point is Constellation Brands’ investment in Donae’s business. Known as a giant in the wine and spirits industry, Constellation Brands promised to invest $100 million over ten years in minority-owned wine and spirits businesses. The nine-month due diligence process was rigorous, but Donae highlights how essential it is for brand owners to be business-ready, with solid financials and projections.

Donae passionately discusses his mission to bring more people of color into the wine industry, disrupting the status quo and opening up this multi-billion-dollar industry to new demographics. He believes in the importance of not just supporting already successful brands but also incubating new ones, providing the necessary resources and knowledge for other entrepreneurs to thrive.

This episode is a must-watch for anyone interested in the wine industry, entrepreneurship, and breaking cultural norms. Tune in as Donae Burston shares invaluable insights and practical advice on scaling a brand and making a lasting impact in a well-established industry.

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