CEO Fern Stroud created Black Vines as a space where Black stories aren’t just heard—they’re celebrated in the wine industry and beyond.Black Vines
Black History is not confined to a single month—it’s a movement that thrives 365 days a year. It’s a continuous celebration of the achievements, resilience, and contributions of African Americans. Today, I’m proud to spotlight Fern Stroud, the visionary founder and CEO of Black Vines®. Stroud has created a trailblazing platform that goes beyond wine—it’s about fostering community, celebrating culture, and championing diversity in the wine industry. Through Black Vines, she is rewriting the narrative, pushing inclusion and representation to the forefront, and creating meaningful opportunities for Black winemakers and wine enthusiasts. Stroud is a quiet yet influential power broker, adept at nurturing deep, resilient roots that allow others to thrive and prosper. She is transforming the wine industry—one glass, one story, and one community at a time.
Stroud’s journey is as inspiring as her mission. With a decades-long career in IT software development, including an internship with NASA, she has skillfully blended her analytical expertise with her creative vision to build something extraordinary. In 2020, she left her tech career to fully focus on growing Stroud Management Enterprise and Black Vines.
“I wanted to create a space where Black stories aren’t just heard—they’re celebrated. My job isn’t to be in the spotlight; my job is to build the stage.”
Fern Stroud, Black Vines CEO
And she has built an incredible stage—one that radiates joy and provides a thriving space for others to shine. But her vision extends far beyond wine. Through Black Vines, she’s sparking important conversations, breaking systemic barriers, and inspiring change. By amplifying marginalized voices, she’s paving the way for a more inclusive, equitable future.
Ever wondered about the inspiring story behind this transformative movement? Join me for an exclusive Q&A with Fern Stroud as she takes us through her remarkable journey—from her childhood “wine tours” in Northern California to building a platform that empowers communities and breaks down barriers. We’ll also explore her unique philosophy of “JAAS”—Joy as a Service—and uncover what it truly means to her.
Do you remember your first sip of wine?
My earliest memory of wine takes me back to a “take your child to work” day—long before those were even a thing. My father worked as a tour bus driver for Grey Line Tours in San Francisco. While his usual route was the iconic City Tour, every now and then he would take on the Wine Country Tour. I must have been about 7 or 8 years old, tagging along as passengers stepped off the bus at each stop and returned a little more cheerful every time. Watching their joy and excitement unfold, I knew that one day, I too would embark on a wine tour of my own.
Starting your career at NASA sounds incredible! What was that experience like?
Ah, yes, that’s correct—my first professional internship was at NASA Ames Research Center at Moffett Field during the summer of 1998. It was my first college internship while I was studying computer science at San Jose State University. At the time, the tech world was buzzing with excitement. Platforms that now dominate our daily lives were just beginning to emerge, attracting early adopters to their systems. I still remember when Yahoo first integrated Google as its search engine—those were exciting times.
Working at NASA was nothing short of incredible. I was part of a team focused on FAA and Air Traffic Control, and there was a palpable sense of enthusiasm as their software was in the running to win NASA’s 1998 Software of the Year award. For a couple of weeks, I even had the chance to live on base, immersing myself in the vibrant, cutting-edge world of aerospace technology. It was an unforgettable experience, working alongside brilliant minds at the forefront of innovation.Fern Stroud, CEO – Black VinesBlack Vines
After nearly two decades in tech, what made you decide to step away? What was the biggest lesson you learned along the way, and how has it influenced the way you approach business and build communities today?
Technology has always held a special place in my heart. Ever since I was a child, I’ve been taking apart computers and putting them back together, fascinated by the endless possibilities they offer. While my journey has evolved over time, I haven’t left the tech world behind. Instead, I’ve expanded the ways I use technology to align with my purpose and drive the work I do today. Along the way, I’ve embraced countless lessons—each one shaping my path. It’s impossible to pinpoint just one key takeaway, as every opportunity to learn has played a part in my growth.
Technology has profoundly influenced how we approach our work, empowering us to quickly adopt new methods while letting go of what no longer serves us. This iterative mindset is central to how we’ve built Black Vines: A Toast to Black Wineries and Diverse Art festivals and events. Our signature concept, “Joy as a Service (JaaS),” draws inspiration from my years in the tech industry, working with and on SaaS (Software as a Service) and PaaS (Platform as a Service) models that deliver tailored solutions to meet specific customer needs.
With JaaS, we’ve reimagined celebration itself, curating intentional, luxury experiences that evoke joy and honor Black culture. Black Vines offers joy as a deeply transformative experience—personalized, meaningful, and rooted in the richness and beauty of Blackness. Through this fusion of technology, creativity, and cultural pride, we create moments that truly celebrate life and connection.
In 2011, you founded Black Vines—a name that’s become iconic. What inspired you to create it? How did you come up with the name, and was there a close runner-up?
Black Vines was born right in the heart of downtown Oakland. Our journey began in early 2011 with the idea for a Black Wine & Art event, initially called “Taste of Sophistication.” As planning evolved, we decided to partner with a production company to bring the vision for our first event to life. The name, however, was still a work in progress.
The brainstorming session happened around a roundtable with a small group of us—my sister Precious, my niece Alane (who’ve been involved since day one), IseLyfe, Veronica, and a few others. We were determined to create a name that reflected both our cultural pride and the essence of wine. Including “Black” in the name was non-negotiable; we wanted to make a bold and intentional statement.
When “Black Vines” was first suggested, I wasn’t entirely sold. But as I said it aloud a few more times, the name began to grow on me. Each repetition felt stronger, more fitting, until finally—Eureka! The name was perfect, and Black Vines was officially born.Bay Area native and Hip Hop Legend E-40 enjoying a glass of wine at the Black Vines FestivalBlack VInes
What were the early days like? Which winery was bold enough to sign up first?
In the beginning, we were simply trying to figure things out. For the first five years, we didn’t even realize we were hosting a wine festival. We thought of ourselves as a community celebration of Black History Month, with a focus on Celebrating Black Futures.
Our journey truly began when Steven Sterling of Esterlina Vineyards became the first winery to return our call. Shortly after, Lou Garcia of Stover Oaks joined in. Both were incredibly supportive and responsive, rallying alongside their fellow African American Vintners Association (AAAV) members to help us get started. Together, they secured 11 cases of wine from their partners, which were driven down and poured by dedicated volunteers.
Those early days were unforgettable—filled with passion, collaboration, and a shared commitment to seeing how far this idea could go. We owe so much to AAAV, our greatest champions from the very start. Thank you for believing in us and helping us grow!
How many wineries and vintners are currently members of Black Vines? What does membership include, and how can one join?
Black Vines® proudly connects over 50 Black-owned wineries and vintners through our expansive network. Our model includes dedicated memberships for both Black-owned wineries and wine brands, as well as for wine enthusiasts and supporters of Black Vines®.
For wineries, joining our network means gaining access to tailored support—whether through marketing assistance, brokering new opportunities, or participation in the diverse events and activations we host throughout the year. We act as an additional marketing partner, helping to amplify their reach and impact.
Our Black Vines Membership is available as an annual or monthly subscription and offers a range of exclusive benefits. Members enjoy 50% discounts on our annual events, special offers from over 50 winery partners, access to our private membership portal, and a personal wine concierge to guide them on their wine journey. We’re continuously enhancing our memberships with new and exciting perks to ensure every member feels valued and inspired.
By fostering connection, opportunity, and celebration, Black Vines is more than a network—it’s a community dedicated to elevating Black-owned wineries and creating unforgettable experiences for wine lovers.
You belong to multiple communities—Black, Female, and LGBTQ+. While intersectionality can bring unique challenges, do you feel it has enhanced your abilities in your role?
Whew, this is a big one! We all deal with isms and biases every single day. But my journey has given me the chance to see the world through so many different lenses. It’s taught me to look beyond the surface, to truly see people for who they are, and to lead with compassion. This perspective fuels my passion and makes it easier to serve others in the way we’re meant to.
How can gatekeepers foster greater inclusivity for people of color in the industry?
Every gate, door, or table can be unlocked with the right tools or mechanisms. We reject the idea of gatekeepers or insurmountable barriers. Instead, we see it as our responsibility to find innovative ways to create the changes we wish to see in the spaces we inhabit.“Representation isn’t a buzzword—it’s a necessity,” CEO Fern Stroud says. “Through celebration, we can create lasting progress.”Black Vines
How has Oakland supported you and your business?
Oakland has always been the heart and home of Black Vines®. From the very beginning, we’ve been uplifted by local businesses offering their spaces, community organizations, and Oakland-based nonprofits partnering with us. Visit Oakland has been an incredible ally as we’ve worked together to create spaces filled with LOVE and COMMUNITY.
Spirits excel at connecting with young, diverse 21+ consumers in the US. As an industry insider, what actionable steps can be taken to effectively reach an even broader audience?
To effectively target an audience, it’s essential to first establish a clear focus. Before promoting to any group, we must understand who they are and, more importantly, why we want to reach them. This involves gathering insights into their buying habits, trends, and future behaviors, followed by testing various strategies to determine what works best. Identify organizations or firms already engaging with your desired audience and either consult them for best practices or thoroughly study their approach to learn from their success.
What’s next for you in your career?
Growth, expansion, and building a stronger team. I’m focused on creating innovative ways to engage our community with care and intention. My career is driven by a commitment to serving others in the best way possible.
What is Black Vines’ growth strategy?
Black Vines embraces the opportunities the universe presents, while remaining focused on expanding our reach both nationally and internationally. At the heart of our mission is a deep commitment to serving our Black Vines Wine Partners, Members, attendees, and sponsors with unwavering purpose and LOVE. Our growth is guided by this dedication, ensuring we uphold the spirit and values that define Black Vines.CEO Fern Stroud and her team at Black Vines embraces the community in more ways than one!Black Vines
Who do you admire in the wine industry, and why?
That’s a tough question! There are so many incredible people in this industry that I admire—it’s impossible to narrow it down. From innovators bringing fresh takes on varietals to seasoned veterans who have shaped the field, the spectrum of talent is truly inspiring. I’m in awe of journalism pioneers, emerging writers, scientists, educators, visionary business owners, and creators who support and elevate the wine world. The list of names would be as long as those old-school cassette or CD thank-you notes—I’d need an entire page just to do it justice!
Want to learn more about Black Vines and the 14th annual festival happening during Black History Month on February 22, 2025? Visit BlackVines.net for all the details.
MORE FROM FORBESForbesBlack History Always: CJ McCollum, President Of NBA Players AssociationBy Noel BurgessForbesBlack History Always: Ryan Williams—The Godfather Of Napa ValleyBy Noël BurgessForbesBlack History Always: Derek Baljeu Is Tackling The Wine WorldBy Noël Burgess
