When Black Fire Winery in Michigan began struggling through the pandemic, owner Michael Wells (pictured) had to pivot from a tasting room. “I’ve had to rethink the way I have been doing things. My original business model was to sell out of the tasting room, but now I’m looking to make a huge presence online and outside the tasting room.”
Wells, the first Black owner of a commercial winery in Michigan (and believed to be the only Black commercial winemaker in the state), now sells online in 38 states and is looking to can his beer and hard cider (currently only available in his tasting room). Winemaking is a second career for Wells. He began as a home winemaker, experimenting after coming home from his job with the local fire department. After he retired, he opened Black Fire Winery and now tends to 11 acres of wine grapes.
Read more (Detroit News)