Kwaw Amos 300
Kwaw Amos, founder and owner of Gotham Winery, NY

Kwaw Amos may be an investment banker by day, but his real passion lies in finding the perfect blend of grapes to craft his line of wines. Kwaw became interested in winemaking at the age of 13 after he won the local science fair with a project about distillation. He went on to found Oson Wine Cellars, New York State’s only African-American owned and run winery. In 2019, the winery was renamed Gotham Winery, and it quickly established a notable presence in the competitive American wine industry.

Although California is widely regarded as the heart of the US wine industry, New York State has also been drawing attention among consumers. The region is known for its world-class Riesling and boasts some very skilled winemakers focusing on varieties such as Cabernet Franc and Chardonnay. “I also think that consumers are becoming more adventurous,” says Kwaw. “People today are more willing to try wine from lesser-known areas. I think that helps areas like NY.”

Facing challenges

Despite this growth, black wine entrepreneurs still face challenges that will sound familiar to many South African black entrepreneurs. Sommeliers or consultants may be hindered by perception, while for producers, knowledge and experience is the biggest barrier to entry.

“People who venture to produce wine often grow up around it or have experience in the industry. Underrepresented groups will have less experience and know less people to draw upon,” says Kwaw. “So the biggest challenge is just getting people to understand that wine is an avenue for entrepreneurship and understanding the barriers of entry.”

Another problem for producers is gaining access to capital. “Historically disenfranchised groups may not have parents or friends they can borrow from to start a wine venture. So funding can also be a barrier to entry.”

Starting a movement

Few events have galvanized public interest in social justice more than the death of George Floyd. “It exposed the inequities of society in a manner that many didn’t realized still existed,” explains Kwaw. The subsequent Black Lives Matter (BLM) movement put pressure on institutions to ensure a more equitable system. And it’s making a difference. “For areas of entrepreneurship we see banks more willing to lend to small businesses with black owners, but we also see a desire from the consumer to support black entrepreneurs.”

Kwaw is certain South Africa’s own experiences means local black business owners and entrepreneurs are also able to tap into this consciousness. “The realization that institutions can do more to address inequity is something that is viable worldwide. I think black business owners in South Africa can look to their counterparts in America and see themselves.”

Finding harmony

That doesn’t mean Kwaw has cynically changed strategy to harness support for black-owned businesses. “I don’t think you need a message that is different than other wineries, but I do think extra support to make sure black owned wines get the same visibility is crucial. My goal has always been to make great wine that speaks to the consumer. We believe we’ve done that with wines such as Unity and our Lifestyle Series.”

Unity was an idea that germinated when Kwaw first decided to produce wine, driven by the concept of reconciliation and harmony. “Whether it’s an orchestra or string quartet we see that beautiful music can only be made when harmony exists. The same is evident in winemaking. All the parts of making wine from the weather, to soil, to elevation, to harvest, to fermentation, to the wine maker, must work as one to create great wine.”

“Wine serves as an example that only through harmony can we achieve success. Unity represents that. I wanted it to symbolise the effort to make our society great through oneness; not only unity between people but also unity between people and nature. I think this is needed now more than ever with what we face against climate change and social justice reform.”

This means people need to be more aware of the decisions they make and the effects they have on others. “Greater diversity will come from each of us stepping out of our comfort zone and embracing otherness.”

Where there’s a will, there’s a way

Putting words into practice, Kwaw has joined the board of the New York Wine and Grape Foundation. Through his involvement, the Foundation has created a diversity and inclusion initiative, which will be working with NY wineries to diversify employment and empower workers. “Getting more folks involved in the wine industry builds experience,” he says. “That experience will lead toward more entrepreneurship in the industry.”

Kwame’s hands-on approach offers a model for any South African entrepreneur struggling under lockdown measures, but he has a special message in support of black-owned businesses. “Necessity is the mother of invention. Businesses that find ingenious ways to meet consumer needs while still respecting the seriousness of the pandemic will be the ones to thrive.

“People still need goods and services. Finding new ways to deliver those goods and services is key!”

Kwaw Amos is the founder and owner of Gotham Winery, a wine producer he founded in 2015 in an effort to rethink how wine was made and marketed to modern wine drinkers. He believed his wine concept should embrace a variety of lifestyles and appeal to a wide spectrum of wine preferences. For over 20 years, Kwaw has actively engaged in the wine industry, blogging, consulting, and studying wine. He also has over a decade of investment banking experience with financial institutions. He is the driving force behind a slew of New York based meet-up events that bring together everyday people to explore merging their lifestyle activities with the perfect glass of wine (for example Yoga and Cycling events). His wine series includes a Lifestyle Series that explores these same themes, but also a Unity series that explores themes of racial harmony. Kwaw holds an M.B.A. from the University of Chicago and a B.A. in Religion from Rutgers University.