Lift Collective debuts first entrepreneurship program to create space for underrated wine entrepreneurs


6th month virtual program promoted by industry experts and sustainable entrepreneurs

Austin, Texas – June 14 – Lift Collective, a non-profit organization that broadens the crossing of the wine industry, has launched a new community-based entrepreneurial program. This is intended to confuse the way underrated wine entrepreneurs navigate the industry. The six-month initiative provides financial support, specific resources and professional connections to entrepreneurs and new business owners working in the wine industry.

“There are issues of equity and inclusiveness in the wine industry. Lift Collective reports that funding opportunities are overlooked and regularly face stigma and racism, undervalued wines. We are taking action to change the course of entrepreneurs, “said Rania Zayat, founder of Lift Collective. “The Lift Collective Entrepreneurship Program empowers participants and steers their business journey with the support and resources of industry experts who have invested in the next generation of wine entrepreneurs.”

The Lift Collective Entrepreneurship Program is open to applicants nationwide and will be hosted on The Us Space, a virtual online platform, from September 2022. The program is divided into four pillars and offers participants various group workshops, individual sessions and roundtables. All are headed by a group of qualified and scrutinized facilitators and successful wine entrepreneurs from small business organizations.

Program Pillar:

  • First Pillar: Foundation – Business Foundation and Sustainability Concepts in the Wine Industry
  • Second Pillar: Business Growth-Tactics for Business Launch and Growth
  • Third Pillar: Sales and Marketing – Tips and Tools for Selling, Selling, and Closing
  • Fourth Pillar: Implementation – Group Exercises, Q & A, and Implementation

“We have a mission to transform the wine industry to operate in a more equitable way through education and access to the dollar. In recent years, our scholarship programs have been a community left out of society. We have succeeded in connecting 12 experts to wine partners who are actively creating space for them. It has become clear that we have the opportunity to offer more, “said Lift Collective Vice President. One Cara Bertone added. “The entrepreneurs we aim to connect with in this program include blacks, indigenous peoples, Latinos, people from racially diverse or cross-community communities, people with disabilities, and people from the LGBTQIA + community. But not limited to these. “

Entrepreneurs are chosen because of the need to take their business to the next level in the wine industry. Each participant can be expected to network with peers, receive guidance from industry celebrities, and gain strategic relationships and skills building in the wine business. Each group will receive a $ 5,000 monetary benefit to offset the cost of spending time on this entrepreneurial program. Applications are accepted from today until July 31, 2022, and interested entrepreneurs can apply at

“Entrepreneurship is a long journey and no one has to walk alone. I am honored to be able to join Lift Collective as the program coordinator of the first cohort. Building a business is alien to me. Even with an MBA, the nuances of ownership were daunting. The important thing is to build endurance and fairness requires resilience and sustainability. We recognize that it is about forming a community with like-minded individuals who understand that. Unless we are building a new business model with “us” at the forefront, the wine industry will be “us”. I never feel it’s for the sake of it, “said Cha McCoy, a certified sommelier and founder of Cha Squared Experiences, LLC. “I join forces with other rebels who are not afraid to redefine success in the wine industry for those who often enter the owner’s seat beyond restaurant floors and vineyard fields. I’m looking forward to that. ”

Approved entrepreneurs will be notified by August 31, 2022 via the email used during registration. The program will run from September 2022 to March 2023. For more information or to inquire about sponsoring an entrepreneurship program, please visit

About Lift Collective

Lift Collective is a 501 (c) 3 community-centric multi-channel platform that advocates fairness and inclusion in the wine industry. Through annual programming, proprietary research, community partnerships, and scholarships, Lift Collective works with experts across the beverage sector and key opinion leaders to create relevant, credible, and diverse perspectives on their activities. Try to prioritize. The purpose of the Lift Collective is not a behind-the-scenes effort by a small number of selected people on collaboration, conversation and transparency between partners and collaborators.



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