News

Livermore winery replacing blend as part of #endSupremacy initiative

Plus: Neighboring vintner promotes awareness for African American winemakers

Nottingham Cellars in Livermore is discontinuing its flagship red blend, Supremacy, upon deciding that the name is insensitive to the Black community.

The move comes as part of the Vasco Road winery's #endSupremacy initiative, a wider effort on the part of the Nottingham team to expand inclusion in the winemaking industry. Nottingham Cellars is owned by Collin Cranor with his parents Jeff and Diane Cranor of Danville.

"When Nottingham Cellars opened its doors in 2009, the Supremacy program was launched in hopes to capture and represent the best that the Livermore Valley had to offer. It was never their intention for it to represent anything other than the pinnacle of winemaking here in the valley," explained Jeremy Troupe-Masi, Collin Cranor's partner on the initiative.

"With that being said, regardless of their initial intent, the name is insensitive and after eight vintages, they decided enough was enough,"Troupe-Masi said. "In 2016, Collin Cranor and his father Jeff made the decision that this vintage would be the last for the flagship. In light of all that is happening, we made the decision that rather than let the name simply fade away, we would make a statement and launch this #endSupremacy initiative."

The initiative aims to create "a future of inclusion and taking an active stance to end systemic oppression," according to a statement on the winery's website.

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Nottingham is working to develop a successor to Supremacy, though details are still being finalized.

As they sell the remaining inventory of Supremacy, 15% of all sales will go to the Oakland chapter of 100 Black Men of America, Inc. with a goal of raising $30,000. They will continue donating 15% of all sales even after the Supremacy inventory is depleted.

All proceeds from the Significant GSM red blend, launched in 2017, are donated to 100 Black Men of America, Inc. (Contributed photo)

100 Black Men of America, Inc. is an organization that "serves to create environments where our children are motivated to achieve and to empower our people to become self-sufficient shareholders in the economic and social fabric of the communities they serve," according to Troupe-Masi.

The Cranor family first learned of 100 Black Men of America, Inc. when they met chairman Thomas W. Dortch in 2017 and were impressed by the mission statement of the organization and, more significantly, the results that the organization was able to produce.

"(Dortch's) passion for our wines was undeniable, and conversations of making wine for the organization began," Troupe-Masi said. He explained that Nottingham Cellars then created a red blend called 'Significant GSM', and 100% of the proceeds of this wine are directed back to 100 Black Men of America, Inc. to support the group's programs.

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"When it came to doing more with the #endSupremacy program, we knew immediately that we wanted to do more to feed this vast and powerful team and organization," he stated.

"Our long-term goal is to work alongside their local Oakland chapter, further developing their hospitality sector," Troupe-Masi continued. "We believe that this program will begin to serve as the bridge that connects us to talented, hungry, and motivated young (African American professionals) looking to make a difference. Achieving our goal of $30,000 raised in year one would give opportunities to over 20 mentees."

"We believe it is time that we collectively prioritize the well-being and social equity of our employees as much as the guests who choose to visit us," Troupe-Masi said.

Nottingham Cellars is not alone in its push for more racial awareness in the wine industry.

Phil Long (middle) attends a 2019 event in the Livermore Valley with Mac McDonald, founder of the AAAV, and his wife Lil. (Contributed photo)

Enter Phil Long, owner and operator of Longevity Wines and a San Ramon resident. Longevity Wines, located near Nottingham Cellars on Vasco Road, is one of approximately two dozen Black-owned wineries in the United States.

Earlier this year, Long was appointed president of the Association of African-American Vintners (AAAV). Founded by Mac McDonald in 2002, the AAAV's mission is to promote awareness of Black winemakers and winegrowers in the industry, promote their products, and, most importantly, "pave a path for future generations of African-Americans in this industry," Long explained.

"We have a scholarship fund with the United Negro College Fund for African-American winemakers, vinologists and viticulturalists," Long said. "We are partnering with several other entities to pave a path for more scholarships from level one all the way to master's. We're also partnering with national magazines to continue promoting awareness and to keep this train rolling that got rolling under unfortunate circumstances."

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Livermore winery replacing blend as part of #endSupremacy initiative

Plus: Neighboring vintner promotes awareness for African American winemakers

by / Pleasanton Weekly

Uploaded: Tue, Jul 28, 2020, 4:03 pm

Nottingham Cellars in Livermore is discontinuing its flagship red blend, Supremacy, upon deciding that the name is insensitive to the Black community.

The move comes as part of the Vasco Road winery's #endSupremacy initiative, a wider effort on the part of the Nottingham team to expand inclusion in the winemaking industry. Nottingham Cellars is owned by Collin Cranor with his parents Jeff and Diane Cranor of Danville.

"When Nottingham Cellars opened its doors in 2009, the Supremacy program was launched in hopes to capture and represent the best that the Livermore Valley had to offer. It was never their intention for it to represent anything other than the pinnacle of winemaking here in the valley," explained Jeremy Troupe-Masi, Collin Cranor's partner on the initiative.

"With that being said, regardless of their initial intent, the name is insensitive and after eight vintages, they decided enough was enough,"Troupe-Masi said. "In 2016, Collin Cranor and his father Jeff made the decision that this vintage would be the last for the flagship. In light of all that is happening, we made the decision that rather than let the name simply fade away, we would make a statement and launch this #endSupremacy initiative."

The initiative aims to create "a future of inclusion and taking an active stance to end systemic oppression," according to a statement on the winery's website.

Nottingham is working to develop a successor to Supremacy, though details are still being finalized.

As they sell the remaining inventory of Supremacy, 15% of all sales will go to the Oakland chapter of 100 Black Men of America, Inc. with a goal of raising $30,000. They will continue donating 15% of all sales even after the Supremacy inventory is depleted.

100 Black Men of America, Inc. is an organization that "serves to create environments where our children are motivated to achieve and to empower our people to become self-sufficient shareholders in the economic and social fabric of the communities they serve," according to Troupe-Masi.

The Cranor family first learned of 100 Black Men of America, Inc. when they met chairman Thomas W. Dortch in 2017 and were impressed by the mission statement of the organization and, more significantly, the results that the organization was able to produce.

"(Dortch's) passion for our wines was undeniable, and conversations of making wine for the organization began," Troupe-Masi said. He explained that Nottingham Cellars then created a red blend called 'Significant GSM', and 100% of the proceeds of this wine are directed back to 100 Black Men of America, Inc. to support the group's programs.

"When it came to doing more with the #endSupremacy program, we knew immediately that we wanted to do more to feed this vast and powerful team and organization," he stated.

"Our long-term goal is to work alongside their local Oakland chapter, further developing their hospitality sector," Troupe-Masi continued. "We believe that this program will begin to serve as the bridge that connects us to talented, hungry, and motivated young (African American professionals) looking to make a difference. Achieving our goal of $30,000 raised in year one would give opportunities to over 20 mentees."

"We believe it is time that we collectively prioritize the well-being and social equity of our employees as much as the guests who choose to visit us," Troupe-Masi said.

Nottingham Cellars is not alone in its push for more racial awareness in the wine industry.

Enter Phil Long, owner and operator of Longevity Wines and a San Ramon resident. Longevity Wines, located near Nottingham Cellars on Vasco Road, is one of approximately two dozen Black-owned wineries in the United States.

Earlier this year, Long was appointed president of the Association of African-American Vintners (AAAV). Founded by Mac McDonald in 2002, the AAAV's mission is to promote awareness of Black winemakers and winegrowers in the industry, promote their products, and, most importantly, "pave a path for future generations of African-Americans in this industry," Long explained.

"We have a scholarship fund with the United Negro College Fund for African-American winemakers, vinologists and viticulturalists," Long said. "We are partnering with several other entities to pave a path for more scholarships from level one all the way to master's. We're also partnering with national magazines to continue promoting awareness and to keep this train rolling that got rolling under unfortunate circumstances."

Comments

Pete
Another Pleasanton neighborhood
on Jul 28, 2020 at 6:56 pm
Pete, Another Pleasanton neighborhood
on Jul 28, 2020 at 6:56 pm
3 people like this

A top story...bizarre!


sumati
Kolb Ranch Estates
on Jul 28, 2020 at 7:57 pm
sumati, Kolb Ranch Estates
on Jul 28, 2020 at 7:57 pm
14 people like this

A wine called supremacy is racially insensitive? Really?


Olorin
Val Vista
on Jul 28, 2020 at 8:16 pm
Olorin, Val Vista
on Jul 28, 2020 at 8:16 pm
24 people like this

Everybody in the house is laughing now...anything to make a buck! Jump on the wagon, nobody ever heard of this brand.


Really Stupid
Amador Estates
on Jul 29, 2020 at 8:05 am
Really Stupid, Amador Estates
on Jul 29, 2020 at 8:05 am
16 people like this

This is absolutely the stupidest thing I have ever heard...…..


Tricie
Mohr Park
on Jul 29, 2020 at 9:31 am
Tricie, Mohr Park
on Jul 29, 2020 at 9:31 am
6 people like this

Admirable that Nottingham is donating to the Black Men of America’s organization. Seems like a good cause. But being moved to eliminate the Supremacy verbiage is ridiculous. If there was one person of color insulted or offended by the name on the wine bottle, I throw my hands up.


Wombat
Downtown
on Jul 29, 2020 at 9:47 am
Wombat, Downtown
on Jul 29, 2020 at 9:47 am
3 people like this

The wine maker, Nottingham Cellars, sells a red wine that they call “Supremacy Red”. So what were they planning on calling their white wine?


VAB
Downtown
on Jul 29, 2020 at 9:48 am
VAB , Downtown
on Jul 29, 2020 at 9:48 am
4 people like this

What an amazing marketing idea, never heard of the brand, sales must be sagging.
I drink Wente


VAB
Downtown
on Jul 29, 2020 at 9:49 am
VAB , Downtown
on Jul 29, 2020 at 9:49 am
Like this comment

What an amazing marketing idea, never heard of the brand, sales must be sagging.
I drink Wente


Kate
Ruby Hill
on Jul 29, 2020 at 10:15 am
Kate, Ruby Hill
on Jul 29, 2020 at 10:15 am
18 people like this

Literally the worst and most ignorant pandering to this overhyped leftist agenda I’ve witnessed to date. To take a word like supremacy and now apply this word to the BLM agenda is utterly moronic. Thank you for revealing how silly Nottingham cellars is. Won’t buy from them again.


Wombat
Downtown
on Jul 29, 2020 at 11:45 am
Wombat, Downtown
on Jul 29, 2020 at 11:45 am
Like this comment

Gee. We live in an age where the President of the US recently retweeted a video clip of one of his supporters shouting "White Power!", and still many posters here are puzzled by why the word "Supremacy" might be a problem here.

- - - - - -

"Trump's white power retweet part of a racist Twitter ventriloquism act" - NBC News, 7/2/20
"This puppetry does what all of the president’s favorite rhetorical tricks do: It gives him plausible deniability."

"Eight seconds into the video of a pro-Trump parade in Florida, a supporter of President Donald Trump in a golf cart yells out "white power!" On Sunday, Trump approvingly retweeted the video before clambering in his own golf cart for yet another 18 holes."
NBC News: Web Link
- - - - -


Pete
Another Pleasanton neighborhood
on Jul 29, 2020 at 1:07 pm
Pete, Another Pleasanton neighborhood
on Jul 29, 2020 at 1:07 pm
Like this comment

Wombat...what’s your point...? (removed)
When the time comes to vote, don’t vote for Trump.
A business has the ability to reinvent themselves. This was a strange way to embrace change. Perhaps, your next agenda will be to change the Supremacy Clause in the Constitution.
I like Nottingham Wine....GSM is good.


LOL @ The Haters
Jensen Tract
on Jul 30, 2020 at 3:55 pm
LOL @ The Haters , Jensen Tract
on Jul 30, 2020 at 3:55 pm
1 person likes this

Nottingham is an award winning winery in Livermore, people have heard of it. I read the article and thought it was neat until unfortunately reading the comments. No one will care about them but if someone from Nottingham does get this far, keep doing what you're doing and ignore the uneducated, selfish haters in the comments. You don't want their business anyway.


Pete
Another Pleasanton neighborhood
on Jul 31, 2020 at 8:01 am
Pete, Another Pleasanton neighborhood
on Jul 31, 2020 at 8:01 am
7 people like this

Deemed inappropriate by our staff. Now...that’s funny...!!! Pleasanton has there own NY Times. When the truth hurts...remove.


Ben J.
Birdland
on Jul 31, 2020 at 9:14 pm
Ben J., Birdland
on Jul 31, 2020 at 9:14 pm
6 people like this

Uneducated, selfish haters?
Who's the uneducated? It's those that jump on the CAPITAL BLM bandwagon, ignorantly supporting a racists, American hating, avowed Marxist and anarchist group.


Pleasanton Parent
Pleasanton Meadows
on Aug 1, 2020 at 12:16 am
Pleasanton Parent, Pleasanton Meadows
on Aug 1, 2020 at 12:16 am
2 people like this

Dumb


Jo
another community
on Aug 1, 2020 at 12:14 pm
Jo, another community
on Aug 1, 2020 at 12:14 pm
10 people like this

The white wine has now been renamed "guilt"

free pub is free pub


VAB
Registered user
Downtown
on Aug 3, 2020 at 6:46 pm
VAB , Downtown
Registered user
on Aug 3, 2020 at 6:46 pm
5 people like this

And the beat goes on. Not enough to just make a name change in order to join the Me Too Movement of the wine industry.
Nottingham continues to promote their decision with special discounts on the outgoing label.
Such a cheap stunt. Only one that doesn’t understand how the human mind can be manipulated by an amateur marketing ploy.would take the bait.


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