In the latest episode of “Leader to Leader,” co-host Regine T. Rousseau converses with Carly Maher and Averiel McKenzie, leaders of The Veraison Project, a nonprofit dedicated to advancing professional opportunities for BIPOC individuals within the wine and spirits sector. What began as a discussion about the organization’s origins and strategies evolved into a heartfelt dialogue about their personal motivations and life callings.
Unlike other initiatives that emerged from the civil unrest of 2020, which primarily focus on educational scholarships for programs like the Court of Master Sommeliers and WSET (Wine & Spirit Education Trust), The Veraison Project aims to fill a crucial gap. It leverages industry education and experience to offer hands-on learning through internships and financial support, ensuring participants can thrive in a competitive market.
The mission of The Veraison Project not only empowers its scholars but also enriches the industry by fostering a diverse pipeline of professionals. Research from McKinsey & Company—spanning reports like “Why Diversity Matters” (2015) and “Diversity Wins” (2020)—highlights the growing business case for diversity, equity, and inclusion (DEI). The 2023 report emphasized that leadership diversity correlates with improved company performance, greater social impact, and higher employee satisfaction.
Meet the Leaders
Carly Maher, the founder of The Veraison Project, also serves as the sales director for the Mid-Atlantic region at Heritage Collection, a fine wine division of Trinchero Family Estates. In addition to her professional commitments, she is a dedicated mother to her nearly nine-year-old daughter.
Averiel McKenzie is the Executive Director of The Veraison Project, with 14 years of experience in the wine industry, including a current role as the director of diversity recruiting at Gallo. He is passionate about the transformative work the organization is undertaking.
The Birth of The Veraison Project
The Veraison Project was established in May 2020, inspired by the social upheaval following George Floyd’s murder, which deeply affected Carly. “As a solo parent with a full-time job, I knew that I couldn’t protest out in the streets, but I could try to change my corner of the world, which has been wine for the last 15 years,” she reflected.
After sharing her vision, Carly connected with several wine industry professionals, including Averiel. “It felt like the Avengers assembling—we were all industry professionals who knew we could make a significant impact,” she recalled.
Averiel quickly aligned with Carly’s vision, advocating for a comprehensive approach to industry change. “We can’t wait on our companies to do this work; we must take the initiative,” he stated, laying the foundation for a groundbreaking organization.
Core Initiatives of The Veraison Project
The Veraison Project focuses on three primary initiatives:
Future Leaders Program: Designed for individuals with three to five years of industry experience, this program provides mentorship, sponsorship, and immersive experiences in renowned wine regions like Burgundy and Champagne.
Bridge Program: This initiative offers grants to alleviate financial burdens associated with relocating for internships or job opportunities.
Apprenticeship Program: Collaborating with wineries like Silver Oak, this program offers rotational learning experiences across various departments within a winery or distillery.
Leveraging Corporate Experience in Nonprofit Work
Carly and Averiel credit their corporate backgrounds for the success of The Veraison Project. “Our corporate experiences have been crucial in building this organization,” Averiel noted. Carly shared how her professional journey equipped her to secure partnerships for the Apprentice Program, underscoring that her sales expertise has been vital in attracting stakeholders and funding for various initiatives.
The Power of Authentic Leadership
When discussing leadership, Carly emphasized the importance of authenticity. “Living as your true self is essential; the world needs your unique gifts,” she urged.
Averiel shared how recent health challenges have shifted his perspective on priorities, saying, “It forces you to consider what truly matters in life and who is important to you.”
The Future of The Veraison Project
Carly and Averiel remain committed to expanding the impact of The Veraison Project, engaging in strategic planning for the next three, five, and ten years to ensure sustainable growth and influence in the wine and spirits industry.
You Might Be Interested In:
- How Much Sugar Is in a Glass of Chardonnay Wine?
- The 4 Best Brands of Merlot Wine for You
- How to Use a SodaStream to Make Sparkling Wine
