Wine & Diversity: A conversation with Leslie Frelow, The Wine Concierge

Summary

In this episode of The Sipping Point, Laurie Forster welcomes Leslie Frelow, the founder of the Wine Concierge, to discuss the importance of representation in the wine industry, particularly for women and minority winemakers. They explore two South African wines, a Chenin Blanc and a Syrah, highlighting their unique qualities and the stories behind their production. Leslie shares her vision for the Wine Concierge, emphasizing community building through wine clubs and the importance of consumer choice. The conversation also touches on future trends in the wine industry, including the use of predictive analytics to better understand consumer preferences.

Takeaways

• Leslie Frelow started the Wine Concierge during COVID-19 with a focus on women and minority winemakers.
• Representation in the wine industry is crucial.
• Chenin Blanc can be a full-bodied, age-worthy wine.
• The Mason Road Syrah is a versatile red wine.
• Wine clubs should offer flexibility and choice.
• Predictive analytics will shape future wine production.
• Consumers should feel empowered in their wine choices.

Wines Tasted

2022 Brookdale Chenin Blanc Old Vine, Paarl, South Africa $38.99

2023 Brookdale Estate ‘Mason Road’ Syrah, Paarl, South Africa $25.49

Use code WINECOACH for 10% off your purchase at TheWineConcierge.co code is good until 12/31

Transcript

 Welcome to the Sipping Point Podcast. Join Laurie Forster, the wine coach, as she guides you through the world of wine, food, and so much more. Laurie brings a fresh and fun approach to the world of wine. So whether you're a seasoned wine lover or just getting started, this is the place to explore how to sip.

Savor and live your most delicious life. And now here's your host, Laurie Forster.  Welcome to this week's episode of the sipping point. And I'm super excited. Like I said, last week, we're getting you ready for the holidays and here's another great idea for you for gifts for those wine lovers on your list.

Or maybe a little splurge for yourself. How about buying some wine online and getting involved in a club That features people from diverse backgrounds winemakers that are women people of color Um that are you know have a cause behind it Well, my next guest is leslie freelo and she is the creator of the wine concierge And that's exactly what she does.

She curates It's wines from people of diverse backgrounds. So women, people of color all around the world and has them on her internet retail site, the wine concierge dot C O. And there's also a monthly club that's very customizable that you could join or that you can gift to a friend. So I don't think we'll waste any more time.

Let's get Leslie in here and welcome her to the sipping point.  Leslie, welcome to The Sipping Point.  Thank you, Laurie. I am happy to be here. It's good seeing you today. You too. I think a memory of one of our Instagram or Facebook lives just came up yesterday, uh, or the day before. So maybe this is just our time of year to get together and talk wine.

And first of all, you brought two amazing South African wines to the table, and we're going to taste and talk about those. But I love what you're doing, and I think it's It's so unique and so needed in the wine industry. So maybe you could talk a little bit about your vision for the Wine Concierge, how that all came together.

Of course, I think I know the story, but I know my listeners would love to know as well. Oh, sure. Well, I, it's one of, um,  the probably millions of COVID babies that happen.  And, um,  prior to COVID I, I have, I still have a Maryland wine tours company. And, um, During COVID we weren't able to conduct wine tours at all.

And we did a lot of virtual tastings. And as you know, you know, alcohol was on such a rise during that time and people really did not need me to tell them how to drink. They were very proficient at that. So I decided  to start an online wine store  and we were going on our merry little way. And then in May.

Of  2020, George Floyd was killed, and there was a reckoning in all sorts of industries, but there was a reckoning in wine, and it was, you know, about representation and how women aren't represented, or there are a number of women there, but they're still not brought to the table and There was, um,  a realization that was 1 percent of blacks in wine.

Um, and so all of these conversations were going and, you know, when something like that happens, you're like, well, what, what can I do? Like what, what influence, what can I do to make a difference? And so I decided to continue to open the wine store, but make the focus on women and minority winemakers. And we just took off from there.

And so, um, the wines that we pick are very intentional that we select wines are from smaller, um, boutiques, um, more artisan,  um, type of wines that you're not always going to see. Um, in your big places, you're not going to see and target or what have you. And that is because we want to be, we want them to have exposure that they may not have because you know, distribution is so hard in the industry. 

Yeah. I should probably do a whole show on the three tier system and, and the craziness of that because I'm not sure, you know, your everyday wine drinker understands how difficult it is. Get onto a shelf or get sales and how each time you move from the winery, money is taken, you know, really. And so, you know, the winemakers themselves don't often make as much as people think they do.

I love that you're giving them this outlet. Not only through, now you, you have a podcast and we'll have to give out that info at the end as well, but also through your tastings, your live tastings and your club. And so you're able to ship to many states directly to a consumer's home. And so they could, they could do the wine of the month club.

And can they also just go on and order, you know,  Tuesdays? Right, right. So like if you have commitment issues and you don't want to be in a wine club,  I totally get it. You can just go on our site and order. So yeah. I love that. And yeah, just to support women, people of color and, and I think you're right.

You know, we just didn't, I always realized like, I don't understand why the wine, when I would go to wine tastings and it would be so,  I guess if you want to call it that, because I know there are people of color who love drinking wine. So, you know, it just never made sense to me. And I think it was that idea of, you know, that feeling included and, and, and feeling in a, you know, a place of people like you.

And that's what you and a lot of your other fellow podcasters have done since. That reckoning, as you call it, just making people feel more comfortable to come into the fold. And like, there's going to be others like me there and I'm going to feel comfortable. So I appreciate that. Yeah. All right. Well, speaking of really featuring amazing wines, from diverse backgrounds.

As we're having this conversation, you did send me two wines that I think you also have, uh, that we're going to talk about both from South Africa. And, uh, the first one is a Chenin Blanc and I'd love if you just told us a little bit more about that. Sure. So it's, um, Brooklyn, not Brooklyn, Brookdale, excuse me.

Yes. Brookdale is, it's a nice size vineyard in South Africa. Um, and  they are in peril. Which most people think of the cape, um, but they are in peril and, um, the winemaker, she's  I think she's maybe 27 like she's. Oh my gosh. Yeah. I could have birthed them. Me too.  And she just recently won winemaker of the year in South Africa, this international award, which is amazing.

But it, and she won it for the shin and block.  Okay. Yes. She won it for the old vine shin and block. But, um, the.  The vineyard is extremely progressive and they are all about, they have this, um, one of their wines is called, um, 16 blend. Okay. And it is literally a field blend.  And so it is whatever's planted, they grab.

And so literally, They do not have what it, they don't know what's in the bottle. And so, um, yeah, everything in the kitchen sink pretty much. And they hired, she was telling me the story where they hired a consultant and the consultant, you know, meticulously went through each row and labeled them. And the owner went behind them and switched up everything. 

Throughout the labels, but it's an amazing, um, it's an amazing blend and you truly have no idea what is in there. It's a, it's a white wine, but with the Chenin Blanc, um, they're definitely older vines. You can see that she did, um, age that at oak. Cause it's got a beautiful color on it. It's that golden, little bit of greenness on the, on the nose. 

Um, it has a really nice nose and it, you know, there's traditional honeysuckle flavors, but it is. It is definitely a great full body white wine for those individuals who don't want something as green as a Sauvignon Blanc, right? Um, and then they don't want anything on the other left or right, whatever you would consider that as a Chardonnay that's too buttery.

It's like, you know, Perfectly right in the middle. And it's got these great floral nose on it as well. And it really does. It's just so supple on the palate. And, and honey was the thing that, that honey and that creaminess. But then when you take this up, you do have that nice acidity. It's still very balanced.

You know, I Chardonnay where for a lot of people, it's just too much, and it's too soft for them possibly depending on the style, but this is. It's such a great balance to get that nice creaminess, but you also have the acidity that would make this really great with, you know, sautéed fish with a little bit of butter or even roast chicken.

So you can kind of go a lot of ways with this. I love it. And you know, you don't think of Chenin Blanc as one of those, um,  especially from South Africa as one of those age worthy. Um,  potentially reserved wines, but this definitely, um, really  competes very well,  um,  of your, you know, your, your French Shannon, you know, you think of your bouberies or what have you, but this is something.

is a classic. I love it. And what would this retail, if I go into your site and I'm going to pick this up? This one is, um, I was just looking at it today. It's 33, 33 a bottle. Really beautiful. And, uh, let's give the website out now. Why don't we, and I'll give it out again at the end, but if folks are listening and they want to hop on there and order it right away, your website is? 

TheWIneConcierge.co. Okay. Perfect.  Awesome. Well, I love, I love the Brookdale and I love to see that there's a young woman, they're pioneering winemaking and I'm sure they've gone through evolutions of women being in the business and You know, and seeing that, hopefully, more prevalent. Yeah, and you know, it's so interesting, I, I, you know, the more I learn about South African winemaking, the more I'm just so intrigued and so impressed by it because Where they came from before the conditions were horrible.

It's like almost an indentured Servitude  yeah, they're like literally they were in the vineyard before the Sun came up And then at the end of the day they would ring like the child bell and go home And it would make miserable wages and And how they've become their own advocate for themselves and, um, practicing sustainable farming, which is incredible.

Cause you know, we need to save the planet. Um,  So that whole movement there is just so impressive.  It's definitely on my wine bucket list. I've not traveled there. Although I know traveling there is just, you know, quite the thing. Um, it's like going to Australia, right? Super long trip, but  everything I've seen makes it look.

Amazing. So, uh, it's, it's on the bucket list and now even more so that I'm trying these wines. Um, it's, it's inspiring. So I know that you, uh, brought a red to the table as well, and a Syrah, and Tell me a little bit about that. Now, um, the Brookdale goes to the extra effort of putting that wax cover on the top, super, you know, really impressive for a gift too.

If you're gifting this to someone, um, I put a little, you know, decoration here on our, our  Mason road. Um, And so we should definitely, I know red is going to be big over the holidays. And, um, what is the last time people can order to get this in time for the holidays?  So it would be the 20th.  Okay. All right. 

And that's it's like, um, you know, we're based in DC So you would get it way before then But even if you're if you're on the west coast and you're in California if you order by the 20th It will be in your hot hands before the 25th  Perfect. All right. So don't wait, people. Get on it. So Mason Rhodes Sara and has the fun Screwcap People.

Don't be afraid of it. Um, it's totally fun. for saying that.  I know people, some people still just love the romance of a cork, but really, I mean, unless, and the Australians and New Zealanders will totally disagree, but If you're not aging this for 20, 25 years, you know, the, the cork is not going to make a huge difference here.

And they would say it doesn't make a difference even if you are, but a lot of people still are in that mindset. But I, I'm kind of appreciative because have you ever been in a hotel without a corkscrew? I know it sounds crazy.  And you're like, thank goodness. This is a skirt gap.  You  know, I don't know. I'm quite sure this has happened to you where.

You've had like a wine tasting event and you've had to open up several bottles at a time. And you're just like, Oh my God, I'm exhausted.  That's true.  Yeah. Save, save the carpal tunnel on that one.  So I did a little preview taste of this before we started the interview and yum. Oh my goodness. I know that's not a technical term, but tell me a little bit more about the winery and why you selected this to be part of your lineup.

So this one, you know, I, I love a good hearty  red wine and especially this time of year. I mean, you can just, you know, look at the color, the way it's presenting and it's even richer and deeper in person, but it's just got so much, um, skin contact and pigment there. And, and Sarah is always, you know, to me, Sarah is like, The younger sibling.

Are you the younger sibling, Laura, because I'm a middle. I'm a middle. Okay. Yeah. Yeah. The younger one is like,  hi, I'm here to disrupt everything. Oh, the youngest. I'm married to a youngest. So I get what you're talking about. Yes. Yes. And so Sarah is always like, look at me, look at me, look at me. And it has yeah.

Those characteristics, but not like in an obnoxious way. I mean, it's definitely going to capture your palate there. You're going to get some really good fruit on it, but not to the point of it being jammy. It's just subtle and, um,  and not understated, but it's beautiful. present without being obnoxious on there.

Yeah, you get really nice black fruit on the nose and some red fruit, a nice spice kind of element.  And then on the palate it is, it's, you know, you get bursts of that fruit, but not in a jam sort of way, right? More in a fresh. And the tannin is there. That's that dry astringency that from red grape skins, certainly more than others, but it's not overwhelming.

It's just a really nice sort of.  mid range where you can do meat with this, but you don't have to go full on stew, you know, with this. Right, exactly. Like you're not, you don't have to worry about grilling or what have you. This is something that you can bring to someone who enjoys a red wine, um, and, um, and they would have an appreciation.

For this wine. And you, you just opened it. Um, you know, just did you decanted? I did not. No. So just imagine if you decanted it or let it sit for another 20 minutes, how it definitely would, um, it would open up. And I would say this one, I mean, it's a lovely wine. Um, but drink it now. Like, don't save it.  For the 20th anniversary, when Laurie and I do this,  uh, cast again, 20 years from now,  Mason Road, the winery.

Tell me about the owners, the winemakers, what brought this into your diverse fold? You know, obviously it's South Africa, but right. So, um, and this was from our heart. Fall club. Our fall club was, um, a South African theme. And we did a, um, a look back, a comparison between, um, South African varietals. That are pretty common in, um, France.

And so we intentionally picked this Sera because we wanted to do a comparison between the Rome region. So it's interesting that you were talking about Rome and what the, what the similarities are. And so with this one, um,  It's very similar to a Rhone, not a Rhone blend, but like a Rhone, a Syrah that you would have in France and, and the, um, the vineyard actually looks towards that French influence there that you would, you would have, um, in this particular vineyard.

It is, again, it's a smaller vineyard. Great. Then Brookdale,  this one is in the Cape.  Compared to the other one that was in peril. Nice. It's a really beautiful, I mean, actually picking up both of these for, you know, gifts or a party, they really could go with a wide variety of foods. And I think a lot of people depending on their red wine style are going to enjoy this, even if they like a little bit lighter, like a Pinot or a heavier, like a cab.

This is a nice mid,  if you will, um, to enjoy. I love that. And so  if people want to join the club, what happens? Do they say, Oh, I only like white, give me whites and reds, you know,  every month it's once a quarter. Tell me more. Once a quarter. Okay. It's once a quarter. So I am in the warehouse now. The lovely decor back here.

I see. I see the boxes. You're ready to ship the wine to us. And we are shipping, um, it is once a quarter and it is drink what you like. So what happens is you sign up. There's no fee to sign up. You can select from our club, which is our everyday wines or we have a reserve section or you can blend the two if you want to,  and you can select three, six or 12 bottles and add on.

We have default wines there, but you can say, I just want white wines and change them. Or I just want red wines or change them. Um, I have some club members. Who, um, are a certain age of like, we no longer can drink red wines. And so we, we want, I hope to never see that day, 

but yeah, um, I just want this particular wine and you can do that. And that's, I will, I have always said, and will continue to say, nobody should be intimidated by a grape. Like you should know what you want, you know, and, and have what you want. And so I don't want our club to be so stringent where you're like, okay, you can only have these and we'll see you in a quarter. 

I want people to have choice and um, and our club members have benefits of like, like I had mentioned you can purchase wines on our site so They can get a discount on their non club wines We have a lot of events because I'm really into building community and they get advance notice and some of those events are free to them.

So it really is. Yeah. Um, I'm very pleased with our membership and, and, um, and their longevity because People don't stay in clubs very long, but we've had people from the beginning of when that club was started. I love that. And, and you have a great, uh, cause behind what you're trying to do. And I think also that, you know, the, uh, the people that are there that support you, but you know, are going to want to still be part of that.

And I love what you're saying about, you know, people, Drinking what they like, drinking what they want, not being intimidated. Of course, I think we bond over that, uh, thought process. I always believe that whether you're listening to this podcast or you're coming to my event or Leslie's event, that the whole idea is I want to get people to trust their own tastes.

And when you learn more, you learn more about how to describe, Oh, I like. High acidity wines, or I like wines with tannin, or I don't like wines with tannin. So that when you go to a store or restaurant or to your website, you're not, you know, like, ah, I know what I like, but I don't know how to describe it.

That I think is probably one of the biggest skills that anybody can, can gain through, you know, through what we do. So, so I appreciate keep, keep with the cause. I love that.  I love how you, I think you put it so well is you give people language. to describe what they like. And I thought we can be confusing in the wine industry.

Um, and I think we're all trying to clear up the confusion every day, but hopefully we'll, we'll get there. One last question. Cause I know we just have a couple more minutes with you. What would be, and I'm going to do a show about this after the first of the year, about what is your prediction for the coming year and wine.

Anything you see that's going to be taking off that you see as a, you know, a trend that's going to build or maybe just something you wish for. I  think on the producer side, I have seen more and more, um, predictive analytics and tools. AI tools that are being used. Um, and I think as you know, the price point starts to go down on that, that you will see more producers using that and helping to determine what consumers like.

So they're producing what they like so they can, you know, will continue to make money and not lose money. So it's not necessarily something that the consumers will see, But I think you'll see it more on the industry end and helping people, like you say, give language to what they like, but also manufacturing things that people like.

So it removes some of the doubt, like, am I going to like this or not in profiling people? Okay. More analytics. I would think that we'd be doing it already, but you're right. The wine industry, we're still getting in into the technology of all of that. Um, well, Leslie, it's been so amazing hearing all about the Wine Concierge.

You brought two great wines to the table. I don't, oh, I didn't ask you the retail on the Mason Road.  It's 20, I think it's 28. Oh, what a great value. So two great wines. Um, you can go to the wine concierge dot C. O. You can check, check out the club or just order these wines. And it's just been fabulous having you here on the sipping point.

And I wish you the happiest of holidays and a happy new year as well. You  too. It's so good. So good seeing you and we'll have to have you on the swirl suite. So We'll definitely, I would love that. I would love that. I'll definitely be in touch and get your calendar for the new year. Cheers. Cheers.  Thanks for tuning into The Sipping Point this week.

I loved having the Wine Concierge on here and Leslie has been super generous and offered us a special discount code. If you use WineCoach, no spaces, you'll get 10 percent off your order. And free shipping. And that will last you use the code all the way up to the 31st till New Year's Eve. So happy shopping.

Go to the wine concierge.  co and also check out her podcast, the swirl suite that she has with other fabulous women, including my friend Tanisha Townsend. Anyway, until then, happy holiday shopping. Enjoy yourself. Remember to follow and subscribe to the sipping point so you don't miss any Any of our episodes and check out my YouTube channel, the wine coach for video versions of all of these interviews.

Or you can even download my free app for iPhone and Android, the wine coach and listen to the podcast and watch the videos right from your phone until next week. Thanks for joining us on the Sipping Point Podcast. We hope you enjoyed this fun and flavorful look at the world of wine, food, and beyond. If you liked what you heard, be sure to subscribe, leave a review, and share with your fellow wine lovers.

Until next time, keep on sipping!