Wine culture has long been cloaked in exclusivity. Less than 1% of wineries in the United States are Black-owned and fewer than 2% of wine and spirits professionals identify as Black. These numbers speak volumes but still do not tell the whole story.
The industry has historically catered to, and been dominated by, a homogeneous demographic; however, there is a new generation of Black creatives, entrepreneurs and visionaries that are not waiting for a seat at the table - they’re building their own tables and erecting their own tents.
Kenneth Pettus is one of those visionaries. As the founder of Unwine 101, Ken isn’t just carving out a lane for himself, but also making a space for others – or, as he says: broadening the tent.
When asked to describe himself, he chooses three words: ingenuity, humility and ambition. It’s the perfect blend that captures not just who he is but what he stands for. It’s a mosaic that forms the foundation of every project he undertakes.
Unwine 101 is not just about wine tasting - it is a carefully curated platform that aims to create a vibrant and inclusive atmosphere where attendees can mingle & network, indulge in exquisite food, groove to the rhythm of music over amazing wines from around the world, featuring the rich diversity of black-owned wineries as well. Like many great ventures, it did not start off as a polished, fully-fledged idea. It is the culmination of moments – of realizations, lived experiences and a steady evolution of purpose.
Ken’s first encounter with a vineyard came during a six-month solo trip to Montenegro, originally planned as a DJ gig with a friend who was forced to back out at the last minute. Choosing to go alone, Ken could not have fathomed the extent to which the journey would shape his future. He was floored not only by the beauty of the vineyard, but by how little he knew about viticulture and viniculture, the science of grape cultivation and the art of winemaking, respectively.
Determined to change that, he returned to the U.S. with a mission. Back in New York, he reached out to a close friend working at the largest wine store in Queens and soon met with the owner. Eager to learn everything, from daily operations to the story behind every bottle on the shelf, he immersed himself in the business. During his time there, he built relationships with suppliers, brand ambassadors, and distributors, and attended tastings that exposed him to some of the world’s finest wines. Training his palate and expanding his knowledge, Ken wasn’t just learning about wine—he was preparing to transform the space.
He recognized early on that people of color were largely absent. Seeing this gap firsthand, he conceived the idea of not just putting together casual wine tastings for his friends, but curating a space that felt familiar, inclusive and reflective of his community.
His first event was simple: invite a few friends to a rooftop to enjoy a selection of Black-owned wines he had on hand. He expected 15 people, but around 80 showed up. With the COVID-19 pandemic still shaping daily life, he moved the next gathering to a park, where people could connect while maintaining a safe distance. He brought cases of wine and sent out mass invites. Each event drew a bigger crowd than the last, eventually reaching an attendance of around 250 people. In that moment he knew he had something special, and that it was time to package and bundle it properly.
“There is something organic about bringing people together over a nice sunset where they don’t have to be charged [an exorbitant amount to access it] and they can organically link with people.”
Representation in the industry has historically been disproportionate. Ken explained this is due to a number of reasons. Running a winery is both an expensive and technically demanding endeavor. Additionally, the industry has long been insulated, shaped by wealthy family dynasties that were able to rebuild and dominate post-Prohibition.
Another reality is that wine has not traditionally been marketed to people of color; but, Ken sees a changing landscape. There has been an awakening of interest in the industry, especially among Black women who have taken the reins and have done amazing things over the past five to ten years. He says that seeing more people of color be authentically themselves in rooms where they were once invisible is humbling.
Ken’s favorite form of marketing is simple: liquid to lips. “Getting people to taste through wines. Meet them where they’re at and let them fall in love with your story; [with] you as a person.”
Still, representation goes beyond just optics - it is about ownership. For Ken, that means everything from seeing more Black-owned bottles on retail shelves to Black entrepreneurs owning vineyards and wine companies. But first, education is key. Education creates access. Education drives impact.
Wine can be intimidating but Ken believes that education is empowering and that demystifying wine is key to broadening the proverbial tent. And when it comes to learning, there are a number of myths around wine that Ken is eager to debunk. “Unless you keep your room temperature at 65 or 64 degrees, your red wines should not be served at room temperature,” he says, explaining that most wines are stored and served at cellar temperatures, which are cooler than the average room temperature.
And while he has pulled in some heavy hitters, such as Dwayne Wade and Chef Kwame Onwuachi, it is the quieter moments that resonate. Receiving a photo of a wine bottle that someone bought after trying it at his event reassures him that he is living in his purpose. He feels affirmed in his journey when he sees genuine connections formed and communities built around the table or over a glass of wine at one of his events. It is in those moments that the early hustle of lugging cases of wine into the park in 94-degree heat feels worth it.
Ken also serves as Events Director at the Veraison Project, a non-profit organization committed to making the beverage industry more equitable. Every year, its Future Leaders Program offers unique, immersive experiences to aspiring professionals, while its Bridge Program helps alleviate the financial burden that may arise at the start of one’s wine career in the industry.
This year, Ken is planning two major events. The first takes place over Juneteenth weekend (June 19-21) in Napa Valley, California, and will feature an Unwine event at DECANT Bottle Shop and Wine Bar, as well as a block party and cookout at Louis M. Martini Winery. The second event, scheduled for August 8-9 in downtown Chicago, will showcase chefs primarily from the Midwest. The opening night will feature a private dinner at Bronzeville Winery, which gained prominence under former Black executive chef Lamar Moore. The following night will deliver the main event - a larger dinner experience complete with wine pairings for each chef’s meal, DJs and live activations.
With fifteen years in the wine industry, Ken’s philosophy is clear: if we don’t uplift our own companies, who will? If we don’t give our brands exposure, who will? It is about building a legacy, creating opportunities and broadening the tent for his community.
For him, the sky is the limit and although it is easy to get caught up in fears and doubts, “when you have ambition, the right people with you [and you are] in the right space”, anything is possible. With every bottle opened and every connection made, Ken is proving that the wine industry doesn’t just need diversity but that it thrives on it.
As the well-known African proverb goes: if you want to go fast, go alone. If you want to go far, go together. And Ken? He’s going far, with his entire community right beside him. While he’s excited to see what the next five to ten years hold for the wine industry, we’re excited to see how he not only takes advantage of the opportunities but also continues to create them.
