What started as a dinner-table idea between Ayesha Curry and her sister-in-law Sydel Curry-Lee has blossomed into a meaningful presence in the global wine industry. Their Domaine Curry Wines, launched in 2018, is not only a tribute to family values but also a bold statement about black representation in a predominantly white, male-dominated market.
During a recent appearance on Food People by Bon Apptit, the duo opened up about the challenges and opportunities they’ve encountered while navigating an $81 billion U.S. wine industry. Armed with data and determination, Ayesha shed light on the buying power of black women, who make up 12% of wine consumers but remain significantly underrepresented in the industry.
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“You know, it’s interesting. We did a little research and found that black women have the buying power of about $1.6 trillion within the wine world,” Ayesha explained. “The market is there and the desire to drink really great wines is there as well. We’re talking about premium wines. And so the need for representation is clear.”
Domaine Curry Wines was launched with a focus on premium wines priced at $75 and above, reflecting the founders’ mission to create a high-quality product that resonates with consumers of all backgrounds. In 2023, the brand reached a milestone when it was acquired by Constellation Brands, a major player in the wine and spirits industry. As part of its initiative to invest $100 million in black- and minority-owned businesses by 2030, Constellation has pledged to amplify Domaine Curry’s mission of inclusivity.
Ayesha and Sydel Curry’s Domaine Curry fills a void in the wine industry
Despite these strides, the barriers remain significant. Sydel noted that the wine industry is dominated by white males, with only 10% of wineries in California being women-owned-a figure that drops even lower for black women. “It was pretty daunting going in,” Sydel told ESSENCE in 2023. “But we quickly realized we’re smart, we’re strong, and we know what we like.”
Ayesha and Sydel’s journey has also been marked by their expertise and passion for winemaking. During their interview, they shared details about their flagship product, the Founders Blend. Sydel described it as a “beautiful, red fruit-forward blend” with petite Syrah, Zinfandel, and Merlot, crafted with inspiration from Bordeaux-style wines. The meticulous approach reflects their commitment to quality and their understanding of what appeals to their consumers.
The journey began in 2015 during a family dinner that sparked the idea to create a brand rooted in their love for wine and their desire for representation. “For us to be able to come forward as Domaine Curry and kind of fill a very small void in that white space is great,” Ayesha said.
With each bottle of wine, Ayesha and Sydel are reshaping an industry and inspiring others to push boundaries. Their story isn’t just about wine; it’s about creating a legacy that honors their heritage, challenges norms, and builds opportunities for future generations of black entrepreneurs.
