The Spirit of South Central
BY SHELBY STEPHENS | PHOTOS EMERALD ARGUELLES
When it comes to L.A., Watts is the Motherland and South Central is the Mecca. Most families migrated from the South in the 1950’s to liberate themselves from racism and segregation. Opportunities were limited and resources were withheld, and achieving a positivie quality of life was challenging.
However in 2024, Black Los Angeles entrepreneurs have found themselves among the fastest growing demographics across many fields. South Central Wines team is part of this movement. Their team of Black winemakers and cultural connoisseurs are focused on bringing novelty to the city. Stephanie Owens, James Jenkins, and Sanja Komljenovic are the passionate founders behind the brand that is recategorizing the reputation of South Central. Their mission is to use wine as a vehicle to explore a side of South Central the world has yet to encounter.
From product design to the elevated flavors of their California grown ingredients, South Central Wine offers a new perspective on how to consume wine. Using cans, as opposed to bottles and boxes, customers may enjoy the convenience of a smaller serving size and a portable vessel. There’s no pressure to open or finish a whole bottle of wine and no risk of cork taint.
The company aspires to invest in Black communities through employment, education, philanthropy, and storytelling. Their products and innovative packaging separate them from competitors. In a recent interview with VISTAS, co-founder Stephanie Owens shared her experience growing into the business and what the company’s goals are for the next five to ten years.
Coming out of a corporate environment, Bay Area native Stephanie Owens has lived in Los Angeles since 2002, and began her journey as a business owner during the COVID-19 pandemic. When asked about some of the challenges in the industry, Owens said, “I’ve noticed a lot more Black winemakers coming together, but the challenge is we’re still one in a thousand. South Central Wine is self-funded, no investment, we use our own capital into the business, so we had to be careful and cautious about what areas to prioritize. There were a lot of resources we didn’t have because so many people in the industry come from lineage, and we’re starting from ground zero. However, the challenge has become easier with the growth of African American vendor groups assisting those breaking into the business.”
Owens speaks to the comradery in the Black wine space. Although it is still a male dominated field, her peers have been supportive and uplifting as they build connections and expand their reach. “When we started this, I didn’t know how we would be received. There’s a negative connotation around South Central and we want to change that. When we decided on the brand name, we were apprehensive but that quickly changed, and we decided that would be the reason we kept the brand name as South Central Wine. “
She adds, “now no matter who I speak to, it’s ‘how can we help? What can we do? Let’s partner on this, let’s get you here. I love the support that we have received.” South Central Wine’s aluminum cans are recyclable, low-waste and low-commitment, as well as resistant to light and oxidation, which can cause wine to lose flavor and color. The Nicolet Rosé was inspired by co-founder James Jenkins’ childhood and the street where he grew up. “With the brand we’re aiming o highlight the beauty that emanates from South Central that people often ignore. James, being from South Central, is the key element that inspired our ‘Nicolet’ Rosé, he lived on Nicolet as a kid,” Stephanie notes.
The Nicolet Rosé is crisp and refreshing with notes of rose petal, strawberry, and stone fruit. The drink is a rich, fruit forward sweetness from grapefruit and peach. Their Central Ave. Pinot Noir is a velvety, medium-bodied, rich red wine. It has notes of sweet fruit and baking spices paired with a hint of cherry. It is meant to be enjoyed on a cozy night in or night out on the town. South Central Wine cans are lightweight and easy to pack for traveling, camping, or beach parties. They are also stylish and easily sharable.
““Our goal is to open the flood gates, teach
people about wine and to get the knowledge.””
The brand represents much more than just an area of the city. The core of the business is South Central, however Owens and her team hope to campaign for other communities that have also been ignored or forgotten. Within the next five years South Central Wine wants to create jobs and hire people of color in the community where they plan to open storefronts to allow employees to learn about the wine making business. She says, “our goal is to open the flood gates teach people about wine and to get the knowledge. We want to provide funding for them to go to school so it’s not just one in a thousand.”
Owens encourages young wine entrepreneurs to follow their dreams, embrace the unknown, ask questions, volunteer, and become educated in their interests. “This is an interesting time,” Owens said, “people have these ideas they want to come to fruition, but understanding the steps it takes to really create something that is marketable, professional, and respected is important. Study, research, be involved in the community, and communicate with wine groups to know the business you’re venturing into.”
South Central Wine is offering complimentary shipping on all orders over $99 on their website. Order today at southcentralwine.com.
