We’ve all heard the rap lyrics talking about sipping Patron “in da club” but those stereotypes are simply not accurate when taken out of the very narrow arena of rap videos.

Upscale black consumers have a much more sophisticated palate and are looking for the best in fine wines.  Just ask Eric Woods, advertising executive and co-owner of Harlem Vintage, a black-owned wine store in Harlem.

Harlem Vintage carries wines from around the world including a vintage from a black-owned winery in South Africa and one from a Mexican-American owned vineyard in California.  The store has been teeming with customers since it opened its doors almost a year ago. Eric has keyed into the booming trend of wine consumption among wealthy African Americans who annually spend $4.4 million on wine purchases in stores — and are more likely than the general population to spend $20 or more per bottle.

According to our 2008 research among wealthy male and female black consumers, 30.8% reported that they consume imported wine at least once a week and 31.3% consume domestic wine at least once a week. This consumer group also expressed a deep interest in attending invitation only wine dinners where they can learn more about wine and wine collecting while connecting with like minded peers.

Note to wine marketers. . . there’s a huge market here. Think about hosting an invitation only wine tasting and maybe play some soft jazz, but put the rap on hold for the evening.

Watch for our next blog post on the trend among African American male executives who are replacing the old school three martini lunch with a nice glass of point noir as well as insight from the Association of African American Vintners

Wine marketers….are you listening? Are you advertising and marketing to this audience where they play, or consume media relevant to them?