Meet Jessica Yañez, creator of the first and most comprehensive list of Latiné-owned wine brands in the U.S.
Jessica Yañez recently launched the first-ever Latiné-owned wine brands directory. The Latinx Collective caught up with Jessica to talk about what inspired her to launch it, why she thinks it’s important, and her thoughts behind “hustle culture.” Join the mission to support Latinx-owned wine growers by visiting her wine brand directory to shop, learn more about various brands, or submit brands you know. You can also learn her about Jessica and her podcast, Wine and Chisme, on her Instagram page.
What was the inspiration behind starting your podcast “Wine & Chisme?”
I have always been someone who is curious about other people's stories, truly, since I was a child. As I started listening to podcasts, I started to realize that many podcasts that highlighted voices from communities of color were all sharing the same stories from the same people. I wanted to widen whose stories were shared, as I feel just because you don’t own a business or are a celebrity, doesn’t mean your story is less important. I was also very intentional that the podcast highlight stories across communities of color as it’s important that we listen and learn from one another to truly build community.
What inspired you to create the first ever Latiné Wine Brand Directory? And what are your future goals for it?
My love for wine began several years ago but I never did a deep dive. I just tried different wines and noted what I liked or didn’t. As I was getting wines to drink with the podcast (each episode starts with me, and sometimes the guest, discussing what’s in our glass), I wondered if there were Latiné owned wine brands out there. As I researched I kept seeing articles with the same 15-20 Latiné vintners on them and had a hunch there were more. I found the Mexican American Vintners Association (MAVA) and they shared more vitners with me. Once I realized there was no central location to find these vintners, I knew I had to create this directory. I hope it continues to grow and that people find it a valuable resource to find and try these wines.
Why do you think it’s important to highlight Latino vintners and brands?
There are over 11,000 wineries across the United States and less than 0.1% are owned by Latinos. When you compare that to the 92% of agricultural workers that come from our community, there is a HUGE disparity. When I asked people I knew if they were aware of Latino-owned wine brands, they had NO idea.
What are some of your favorite Latino wine brands and why?
That is such a hard question! One thing I love about all these brands is that many of the owners started by working the fields themselves or learned the craft from their family. There is a direct connection and pride that comes from cultivating the land and knowing that’s what is going into your own brand of wine. You can really taste the difference and I haven’t had a bad bottle of wine so far!
Your career is so unique - what do you think has been the main thread through everything you’ve done?
People. I’m a people centric person and I love people and I think it shows. I wouldn’t be able to do what I do if I didn’t.
What is the worst advice you’ve ever gotten about being a business owner?
That I had to work 24/7. Do I work hard? Yes. But I have made it a point from day one to not work on Sundays. That is MY day and oftentimes, if I’m with my family, I adjust how I work on those days as well. I absolutely love what I do and find myself working A LOT, but I also know that if I don't take breaks, I will burn out. You have to find the balance for you.
What is the #1 piece of advice you would give to other creatives or business owners?
It’s ok if you keep your day job. So often we are of this “hustle” mindset that in order to be successful we have to give up our day job and I think that’s great for some and for some businesses, but not everyone wants to do that or can afford to do that, and that’s ok. You may find that your day job is what pays the bills and your side job pays for your vacations and feeds your soul. Don’t feel pressured to create your business like anyone else. You are the only one of you and your path can’t be defined by anyone else.
We want to thank Jessica for joining TLC’s Q&A series and sharing all her wonderful experiences with us. If you’re interested in sharing your story, send an email to thelatinxcollective@gmail.com,