The Hue Society: Creating authentic brand experiences

The Hue Society began with a dream. In 2015, sommelier and entrepreneur Tahiirah Habibi decided to stop working on the floor in restaurants in Miami, and start creating equitable spaces for Black and Brown people in the wine industry.

“I knew the only way to do that was through our own cultural lens,” she says.

“We didn’t feel represented, and I thought what if we do this our way instead of focusing on trying to assimilate into what’s already happening? We could do it just for ourselves, and if we still get the same result people would come to us.”

She started doing wine events as the ‘Sipping Socialite’ and her success provided proof it could work. She wanted to go bigger. But growth wasn’t about getting more people; it was about making a real difference in the wine industry.

“I wanted to build communities, not just based on being somms or consumers, but where wine is part of a community where we’re all here for one another.”

High society

Tahiirah founded The Hue Society in 2017. Its name recalls the different hues of people and wines, but is also a reference to a Jay Z song which made everything click in place for her. “I didn’t have to be held in one box; I could make it whatever I want it to be.”

The first chapter opened in New York. “New York is a very unique place with huge cultural blueprints, and it just made sense to start there.” Chapters in California, Atlanta and Philadelphia followed in quick succession, with many more in the works.

Cape Town will be host to The Hue Society’s first international chapter, and Johannesburg will follow soon. After that, it’s Ghana, Australia and beyond.

While the different chapters are for now the Society’s most visible presence, it also includes events, tastings, educational activities and activations that will add value for the members. In the US, this also involves virtual events because of so many people in different time zones.

Every city has its own character, with a focus on the individual needs of each community. “I want to create access and provide resources, and bring people together, but New York is different from California, and Cape Town will be different from everyone in the US.”

Hue Society Advantages

Every chapter has members who have to hold at least one monthly event aimed at adding value – covering such aspects as tastings, seminars, marketing, branding, and intellectual property. This will be supplemented by two or more virtual events nationally.

Advantages of membership include discounts on events, wines and other benefits from her many partners. It’s about redistributing the resources for everyone’s benefit.

Tahiirah is always involved, but each chapter has a board and will be self-sufficient. “My job is not to micromanage everyone to the finish line, but to create the finish line. I’ll move away obstacles and put resources in place to help, but you do a disservice for people if you do everything for them.”

Lifting as you climb

South Africa had always been on Tahiirah’s radar. She was due to visit the country in 2020 for the launch of the documentary Blind Ambition but the plans fell through when Covid struck. She took the opportunity to re-evaluate her focus.

There will always be challenges. Tahiirah believes individualistic efforts have failed and community offers the only possible way forward. “You have to make sure the people next to you are able to function, provide and thrive, and the question is how you do to create that space.”

It’s not easy work, and most people would rather avoid the inconvenience. “You see a lot of institutions and foundations popping up, and everybody wants to be seen doing the work, but the truth is you have to sacrifice mentally, physically, financially.”

“That’s why you don’t focus on people; you focus on systems,” she says. “When you start understanding systems and how they operate, it changes your approach.”

She believes the best way to change momentum is to identify leaders and decision-makers who will provide constant support and affirmation.

Affirming authenticity

An important milestone for the South African chapter will be an event to be held later this year. Members will be invited to the Wine and Culture Festival in Atlanta to share authentic food and music and attend the Roses and Rosé Awards.

The experience gives Black wine brands an opportunity to express themselves on their own terms and receive recognition on an international stage. “I want to make sure those voices are seen and heard. I want to get people to start importing the brands here.”

Another event is called RICE – Rising in Communities Every Day. “Just as vineyards produce signature wines, almost every culture has its own style of cooking rice,” she explains.

“I’m bringing chefs from different cultures and pairing wines with indigenous foods. This is where the wine industry and enthusiasts celebrate our communities’ uniqueness through culinary art and experiences.”

For Tahiirah, being Black in the wine industry started as a lonely experience. But wine has a unique ability to bring people together and create community. “I want The Hue Society to be everything I needed when I was growing up. And that’s happening now.”

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