Wisdom From The Women Leading the Wine & Spirits Industries, with Kristin Taylor & Macie Mincey of Mom Juice

An interview with Kelly Reeves

Make friends! — Join an organization and learn the how to. This industry is full of non-intuitive parts and pieces which makes you feel out of the loop. Join an organization, attend the webinars, go to the meet ups and soak in the knowledge.

Less than 20% of winemakers and distillers are women. Traditionally, women were excluded from these industries. This number is slowly rising as more women choose to study this profession and enter the wine and spirits fields. What is it like for those women who work in this male-dominated industry? What are some of the challenges that these women face? Is there hope for better representation, and better wages, for women in the wine and spirits industry? As a part of our series about women leading the wine and spirits industries, we had the pleasure of interviewing Kristin Taylor & Macie Mincey co-founders of Mom Juice.

Kristin Taylor, Founder behind KT Winery, on a mission to give the wine scene a fresh twist. As a black woman born in a historically socio-economically challenged area of south-east Virginia; my parents instilled in me the passion for making a difference and creating my path in the world. These days you’ll find me pretending not to like mountains (so she don’t have to hike them) in Denver, CO.

Back in 2020, she teamed up with Macie Mincey to cook up something special — our flagship star, Mom Juice. As the big cheese at KT Winery, I wear many hats — juggling operations, hustling with sales, cooking up marketing magic, throwing killer tastings, and handpicking new wine varieties that deserve the spotlight on shelves nationwide.

Her marketing and branding chops got a boost from my days at DISH Network, SLINGTV, and managing marketing campaigns for big names like eBay. She’ve also had a blast crafting brands from scratch, like The Guilty Grape, a women-owned BIPOC wine brand. Pre-Marketing life, She dabbled in event planning, teaming up with the likes of Tito’s, Diageo, RNDC, and Constellation to put on events and engage customers with local marketing in Charlotte, NC.

She all about how wine and food bring people together, regardless of their life experiences. There’s something magical about bonding over stories, wine, and a good laugh.

Superpowers: branding, everything-is-figureoutable attitude, operations, and vendor relations.

Macie Mincey — Macie Mincey is a passionate Mother of Four, Co-Founder, and CSO of KT Winery.

Macie spent 8+ yrs consulting businesses within Wells Fargo before becoming an entrepreneur & completing a successful tech acquisition. She is using her experience within KT Winery to focus on the development of proprietary business practices that drive the raising of capital as well as the overhaul of business models in preparation to scale. Macie works alongside her fearless Founder, Kristin Taylor, to assist in high level decisions regarding corporate compliance and structure, team, and branding.

The driving power behind Macie’s passion with the Mom Juice brand is personal. As a mother, she is determined to not only represent, but help create a space for a sustainable and less intimidating brand within the wine industry. A brand bringing us products that we can be proud of.

Thank you so much for doing this with us! Before we dive in, our readers would love to get to know you a bit. Can you tell us a bit about your origin story, and your childhood?

Kristin: My story about loving wine comes from my mother and meeting my best friends. In a perfect world, I wouldn’t have started Mom Juice. There would have been a solution for women like me who love wine and community but need it to be clean, affordable, and a brand that I relate to. But the reality is there wasn’t, which is how Mom Juice started. Women like me who are health-conscious and community-centric didn’t have a flavorful and transparent brand they could trust.

I created this brand because I didn’t feel seen and neither did the women around me — the ones that helped me become who I am. My story is one of parts and pieces, from studying creative writing to event planning, working to launch brands like Tito’s and Don Juilio to gain market share in North Carolina to going corporate and getting the chops on how to build a brand from the ground up. Parts and pieces that didn’t make sense until Mom Juice.

Macie: I grew up in a small town outside of Chicago with big-city dreams. I would often drive into the city just to get lost in the sights. It was my escape and my inspiration and it made me feel like there was something bigger waiting for me just on the other end of my dreams.

Living in government housing, my younger brother and I were raised by a single mother and grandmother. We wore second-hand clothes and relished the regular candlelight picnics my mother would host in our living room, only to realize later in life that they were the result of us not having power. When I contemplate those moments, I’m in awe of my mom’s strength, turning difficult situations into cherished memories for her children.

I come from hard work. Hustle is what got me to where I’m at today. I’ve been a product developer since I was a child, melting crayons and molding them into different shapes to sell them on the street. I even had a side hustle breeding hamsters and selling them to pet shops until my mom found out and wisely put a quick stop to that (thanks Mom). Persistence and tenacity enable me to make something from nothing and I believe every woman and mother has those same traits.

Can you tell us the “backstory” about what brought you to the wine and spirits industry?

Kristin: It was an accidental collaboration that set the path for what was possible. I was a super young and scrappy event planner back in Charlotte, NC still in college at Johnson & Wales but basically spending every second of the day planning events and building my business. Part of that was volunteering for the Mint Museum board which took shape as helping plan their Young Affiliates Gala, which was Warhol themed, and we needed a liquor sponsor. A guy on the board introduced me to Heather, representing Tito’s, and a whole world opened for me. We did a deal to bring Tito’s in for the event, then we did another for a different venue and another for a different event. I had collected contacts in all the major liquor and beer distributors and built myself into this secret world of brand activation. Those contacts also became my real-world manual around liquors and wine. I learned how to sell it, how to sling it and most importantly how to drink it correctly.

Macie: Mine was more intentional, I’ve never been a wine-girly. I liked my Malbec and I was scared to push further. When Kristin approached me to consult for the company; my interest was peaked.

Safe to say, many years later — I’m officially a wine-girly and can talk additives and tasting notes!

Can you share the most interesting story that happened to you since you began leading your company? Can you tell us what lesson you learned from that?

Macie: As two young females of color, with no inherited vineyard, we often get doubtful looks when we say we own a wine company. The awkwardness of everyone’s oddly framed questions now fuels our ambition, rather than upsets us. This may be the very reason we’ve seen such success as we scale. We have something to prove and when you know your product is damn good, it makes our job that much easier.

It has been said that sometimes our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

Macie: When we landed in Napa for our first bottling, it was pretty apparent that we were new to this. We showed up and hand delivered our labels the day before, but this was no ordinary delivery. Because we didn’t meet the print and shipping deadlines, Kristin had to bring giant bags of labels, that weighed enough to break the handles on all of the duffle bags, through the airport from Denver, CO. As we backed our little rental car into the loading dock, the warehouse team quickly ran over to let us know that wasn’t necessary. Holding back their laughs they smiled politely and accepted our mangled bags of labels. With a sigh of relief and numerous apologies, we couldn’t help but break down in laughter as soon as we made it back to our car.

The founder lifestyle isn’t for the faint of heart and everyday you’ll wake up pushing to make your dreams come true. Don’t give up when it gets hard or looks silly. Keep going and laugh about all the broken duffle bag straps later.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?

Part of the struggle of entrepreneurship is feeling seen and heard. Merilee, the head of our 3PL, has been that listening ear for us multiple times throughout this journey. Workshopping new products, ideas, or just listening to our woes.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

Macie: Resilience: Bouncing back from setbacks as a startup founder is one of the most important aspects of getting your company up and running and keeping your team inspired. I truly believe entrepreneurs are athletes. The mental toughness it requires, as you take daily beatings is exhausting, yet exhilarating enough to keep us in the ring. Having a co-founder is a luxury, someone to tag in when your fundraising round feels impossible or when the market blitz simply did not blitz. Not giving up is over half the battle on this crazy journey and if you lead with resilience, not allowing yourself to be phased by the daily fight, your team will keep leading with solutions over doubt and emotion.

Visionary: Every team needs a visionary. Someone slightly out of touch with reality, driving the brand forward and setting the tone. At Mom Juice, Kristin and I take turns fantasizing with our team about the long term success of our winery, but the balancing act of being in a regulated industry has her often saying, “I love your enthusiasm around this idea, but that’s actually illegal.” Compliance may be the reality check every dreamer needs now and then, but it is still a crucial part of building something bigger than you.

Empathy: Working alongside our fearless leader and CEO, Kristin, has taught me a few things. One of those things being the importance of empathy while building a successful business and team to stand behind you. As leaders we must foster trust and cultivate connections with our team members. Knowing what is important to them is exactly how we plan to solidify the values within the walls of Mom Juice. Mental health, boundaries outside of work, and standardizing maternity/paternity leave that a company can be proud of are just a few of the things we have on our radar as Mom Juice grows.

Are you working on any new or exciting projects now? How do you think that will help people?

Kristin: We’re working on our new non-alcoholic wine and have been for the last 2.5 years. We’re excited to introduce a NA Wine that fills the gap for women throughout their lifetime whether they’re pregnant, breastfeeding, mindful drinking or prefer NA beverages. We want to give them something good and mindfully made with women and mothers in mind!

Ok. Thank you for all that. Let’s now jump to the main core of our interview. Despite great progress that has been made we still have a lot more work to do to achieve gender parity in this industry. In Napa Valley, the percentage of lead women winemakers or winery owners is about 12%. Overall, men account for about 80% of winemakers and winery owners. In your opinion or experience, what 3 things can be done by a)individuals b)companies and/or c) society as a whole to support greater gender parity moving forward?

Individuals — Buy from female winemakers and wine companies; we are statistically more likely to grow and hire more women due to the support on shelf/through sales. If you don’t see the woman-owned wine that you’re looking for on the shelf; ask for it! That really does help.

Companies — Support smaller brands for your company parties and gifting. If you have an investment arm, invest in female-owned companies!

Society — Women’s history month isn’t enough. Black history month isn’t enough. Change comes from consistently supporting and making choices to support smaller businesses. That’s how we grow as a society and as brands.

You are a “Wine and Spirits Insider”. If you had to advise someone about 4 non-intuitive things one should know to succeed in the wine and spirits industry, what would you say? Can you please give a story or an example for each?

1. Compliance Managers do exist! — People will tell you they don’t, they’ll tell you it’s not worth the cost. It is 100% worth every penny. When we first started, we didn’t know any better so…I applied for the direct shipping licenses in 40 states. Me, the girl who still thinks she’s getting her taxes wrong. What a hot mess. 3⁄4 of the states were duds because we didn’t have the money or marketing power to reach them. One day I opened up our mailbox and I had 33 demand letters from (7) different states saying we owed them $30,000 each. I had to resist the urge to vomit right then and there. One by one, I called each state and asked them why I owed so much… turns out, they AUTO assess how much money the biggest wineries in their state would owe and just automatically put that on your account, if you don’t file in time. Our little auto filer wasn’t working, so that’s how that happened. Luckily, we didn’t end up owing these states and they were so nice to me on the phone but it’s easy to see how a hot mess can easily happen.
2. Make friends! — Join an organization and learn the how to. This industry is full of non-intuitive parts and pieces which makes you feel out of the loop. Join an organization, attend the webinars, go to the meet ups and soak in the knowledge.
3. Put a barcode on every product! — I feel so foolish every time we say this but we didn’t do this for our first three wines. We assumed we were a DTC only brand and didn’t need them. Turns out, that’s not true and we’re still hand labeling the last of those Cabernet Sauvignon bottles when we need to sell them. Sigh.
4. Raising Money in Wine is hard! — Get a mentor as soon as you can and operate as lean as possible until you know exactly what your customers want.

Can you share 3 things that most excite you about the industry?

1. The number of black-owned brands popping up!
2. The push for better ingredients and cleaner beverages both from consumers and the industry!
3. The industry being ripe for innovation.

Can you share 3 things that most concern you about the industry? If you had the ability to implement 3 ways to reform or improve the industry, what would you suggest?

1. Sometimes it feels like Food and Beverage investors are part of a secret society that no one talks about. The tech investors scream from the rooftops. We’d love to see an easier way to connect with investors that focus within our industry.
2. Climate change poses a threat to the wine industry. It’s not as commonly thought about, but the heart and soul of the wine you are drinking is agriculture. Early harvests, fewer winters, and extreme weather changes can directly affect how things are done. Focusing on sustainability is just a small part in all of this, but if we all tweaked things slightly could you only imagine the change we could make.
3. Let’s face it, the wine industry has some time under its belt and is easily still operating under the good ol boy system. Women are slowly making their way, but we must continue to support each other. Buy female-owned, buy from female growers, and help when someone calls upon you for a favor.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

“Shit happens. Character is built in the aftermath when you decide what you’re going to do about it.” — Kristin

You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the greatest amount of people, what would that be? You never know what your idea can trigger. :-)

I love this questions because our movement is no longer just an idea. Mom Juice is here to empower women. Giving them products that bring joy, products that make them feel seen and products that are simply better from an ingredient perspective.

Relatability in a glass, made to cheers with friends or enjoy in the silence once the tiny humans have gone to bed.. Motherhood is a gift and everyday we celebrate the mother in you!

Thank you so much for the time you spent with this. We wish you only continued success!

About The Interviewer: Kelly Reeves is a published writer, copy editor, speaker, and certified entrepreneurship and personal growth coach. She is passionate about working with entrepreneurs and executives over 50 to help them discover their life’s purpose, unlock their full potential, and thrive in the second half of life. As an award-winning public relations professional with multi-industry knowledge Kelly worked with global brands, startups and media personalities including the Tony Hawk Foundation, Barrett-Jackson, Targus, Kingston, WD, and Howard Stern. Kelly successfully launched a variety of consumer electronics and B2B brands and executed highly successful PR and social media campaigns. With an average track record of generating more than 50 million media impressions on a monthly basis, she placed clients in leading media outlets such as InStyle, the Wall Street Journal, USA Today, CNet, TechCrunch, AllThingsD and Mashable; and landed spots on high profile programs such as Extra, the Today Show, ABC News, CNN and Good Morning America. She also played an integral role in helping clients increase sales revenue by over 350%. Her community service includes mentoring students in the Masters of Entrepreneurship Program at the Paul Merage School of Business at the University of California, Irvine. She also mentors students in the College of Communications at California State University, Fullerton. Kelly serves as the Co-Founder and President of Paw Prints in the Sand Animal Rescue, a 501c3 animal welfare organization where she oversees the operations, donor relations, and marketing and PR strategy.