Uncorking diversity: The Urban Grape’s wine revolution

How a Boston couple is reshaping the wine industry, one bottle at a time

In the heart of Boston, a wine shop is rewriting the rules — one bottle at a time. Founded in 2010 by visionary couple TJ and Hadley Douglas, The Urban Grape has evolved from a single storefront to a multi-city operation, challenging long-held assumptions about how wine should be sold and who it's for.

The store isn't just a place to pick up a Pinot though; it's a vibrant, inclusive space where tradition meets bold innovation. It's a place where wine is demystified and made accessible to all, not just seasoned connoisseurs.

At the heart of The Urban Grape's approach is the "Progressive Scale," a groundbreaking system developed by TJ to help customers easily find wines they'll love. Instead of organizing wines by grape type or region — which can be intimidating for many shoppers — the Progressive Scale arranges wines by how they feel in your mouth, from light and crisp to rich and bold.

"We wanted to take the guesswork out of buying wine," said TJ, co-founder and CEO of The Urban Grape, a Black- and woman-co-owned wine shop in Boston's South End neighborhood. TJ has worked on all sides of the hospitality industry — including restaurant management, distribution and beverage retail — and used his decades of experience to identify what he calls "a bigger opportunity to make the whole industry more welcoming and diverse."

A desire to shake things up has become The Urban Grape's secret sauce. By focusing on accessibility and championing wines from underrepresented winemakers, they've not only won loyal customers — they've uncorked a whole new way of doing business in the wine world.

Fermenting Success in Boston

In an industry where only 1% of U.S. wine businesses are Black-owned and nearly one-third are women-owned, The Urban Grape's initial success in Boston was no accident. The city's diverse neighborhoods, coupled with a thriving food and beverage scene, provided the perfect testing ground for their innovative, minority-owned retail shop.

"Boston's unique blend of college students, young professionals, and established wine enthusiasts gave us the ideal market to refine our model," said Hadley, co-founder and president, whose background in communications and marketing has empowered multiple different business ventures over the last two decades. "We learned quickly that our focus on accessibility and diversity resonated across various demographics."

Within the first few years, The Urban Grape saw double-digit growth in sales, with a particularly strong performance in their curated selection of diverse and Black-owned wine brands. The couple's success in Boston provided valuable insights into consumer behavior and preferences, informing the company's growth strategy as they expanded into Washington D.C. in 2023.

TJ and Hadley lean on their relationship with Chase for Business to manage cash flow in a cash-oriented business. They recognize the importance of working with a trusted financial institution, and they've been drawn to Chase for Business because of their shared commitment to building community — whether it's through banking or beverage making.

"Our relationship with Chase for Business has been instrumental to our growth and reflects a shared commitment to fostering connections," TJ said. "The ability to connect with a private banker or visit a local branch has a direct impact on our day-to-day operations. And their advanced technology complements our fast-paced business, allowing us to serve customers more effectively and strengthen our ties with the Boston community."

TJ and Hadley were recently at the center of a National Small Business Week campaign where Chase for Business spotlighted small business owners in their local markets. The couple — in addition to their newest business, Progressive Wine Company — was also featured at The Experience Boston, an event series from Chase for Business designed to support and educate small business owners through a full day of programming and networking with entrepreneurs and industry experts.

"Working closely with The Urban Grape has been incredibly rewarding — not just because of their success as business owners, but because of their commitment to creating opportunities for others," said Dara Delaney, Business Relationship Manager at Chase. "They've built a business that is rooted in innovation and inclusivity, and it's been a pleasure to watch them grow and inspire others."

Cultivating Diversity Through an Educational Vineyard

This commitment to community and inclusion extends far beyond events and partnerships — it's deeply rooted in The Urban Grape's day-to-day operations. The Urban Grape's focus on education stems from a desire to make wine accessible to all. Their regular tastings, workshops and events are more than business strategies; they're platforms for building connections and fostering an inclusive wine community.

In 2020, the company launched the Urban Grape Wine Studies Award for Students of Color, an initiative that goes beyond traditional corporate social responsibility. This program aims to address the lack of diversity in the wine industry, opening doors for underrepresented individuals to pursue careers in wine.

"We're not just selling wine," Hadley said. "We're investing in people and the future of our community."

The program has already made significant strides, with several participants finding roles in the wine industry, including positions within Urban Grape. This success has reinforced the Douglases' belief in the transformative power of education and opportunity.

As other retailers and distributors take note of The Urban Grape's approach, the impact is rippling across the industry. The company's model demonstrates that in the world of wine, community-focused initiatives and inclusive practices aren't just ethical choices — they're the foundation for creating a vibrant, sustainable business that resonates with a broad and diverse customer base.

Visit chase.com/business to learn more about how Chase for Business is supporting small business owners.

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