Leadership and Legacy with Jaime Araujo
[00:00:00] Welcome to another episode of Business As Unusual. Today we dive into the inspiring story of Jamie Araujo, a Napa Valley vintner with a passion for using wine as a catalyst for community and social change. Jamie shares how her unconventional approach shaped by time spent abroad and a deep commitment to doing business differently, has turned her winery to NOIs into a certified B Corp and a force for good in the industry.
In this episode, you'll discover how Jamie challenges old norms, why being authentic matters more than ever to today's wine drinkers and how leadership and mentorship are reshaping the future of Napa Valley. If you're curious about how business and social impact can blend seamlessly, or just wanna hear what makes a wine company truly stand out, you won't wanna miss this conversation.
Aicila: Welcome to Business is Unusual. Today I am talking with Jamie Araujo. Uh, Jamie's family has been making world class wines in Napa Valley for over [00:01:00] 25 years, and for most of those years, Jamie was actually living abroad in Europe. If you wanna know all the juicy details, make sure to ask her if you meet her.
Upon returning to Napa Valley to become a vintner, Jamie wanted to create a wine that would reflect her personal journey and what she loved most about wine, the people, and the sense of community. The name is ua, which means three nuts and is an homage to our founder's love of France and her commitment to using wine as a catalyst for social change.
Welcome to the show, Jamie.
Jaime Araujo: Thank you so much for having me a.
Aicila: I am really delighted to have you here today. I had the pleasure of tasting some of your wine and it is delicious. I love hearing, and then I learned more about it from your colleague and was just excited to have you come on and talk about what you're up to.
Jaime Araujo: Yeah, we're busy. That's a lot to do.
Aicila: Can you share the story of your vision, [00:02:00] a little bit of how and why you created this business? I know you're doing a lot of things like you're a certified B Corp and you have some ways that you work in community that it seems to me might be a little bit different and interesting to people.
Jaime Araujo: Yeah, thanks. I mean, first thing I will say is that it's super easy to have a vision in retrospect because there are a lot of things that just happen. There are a lot of things that you just do on the fly, or at least I do,
Aicila: Mm-hmm.
Jaime Araujo: on the fly. And when you look back on it, it's like, oh, this makes perfect sense and it's this beautiful through line that we can look at.
But, I, I wouldn't give myself as much credit as that to say that it was a whole Ali thought up in advance.
Aicila: I think they call that having good instincts, and
Jaime Araujo: We'll go with that. We'll
Aicila: we'll go with that.
Jaime Araujo: fair. That's fair. no, and I will say that I, I think one of the, the huge bits of trois that's always stuck out to me is the fact [00:03:00] that whether you wanna call it instincts or kismet or serendipity I've always had an enormous amount of. Luck in the colleagues relationships partnerships and opportunities that that sort of have come my way.
So I think that's a huge piece of how ua has developed. And yeah, I mean, you know, beware the side hustle would be my advice. UA originally started out as a little tiny thing with 300 cases. That was just gonna be like something to play around with. And I was, I, I was very interested in ideas about just doing business differently, running business as a force for good particularly in terms of community and my community here in Napa, and then farther afield. But I didn't really any grand plan. And then little by little I got introduced to B Corp. I got introduced to other partners, [00:04:00] vineyard growers people in the industry, uh, and started to kind of just do things what I now realize is my way,
Aicila: Mm-hmm.
Jaime Araujo: which wasn't necessarily standard NAPA practice at the time.
Aicila: Something you and I talked about briefly last week was being that you, you likened yourself to the, being the foam roller of wine.
Jaime Araujo: Yes.
Aicila: Which I, I thought that was a delightful metaphor. Can you maybe talk a little about what that means to you?
Jaime Araujo: Yeah. And you know, it just kind of occurred to me because I do very often often have conversations about difficult topics in the wine industry. Whether that is how we present ourselves. Whether that is how we deal with our people. Whether that is talking about social and environmental justice. Whether that's talking [00:05:00] about women in the industry whatever it is. I I, I can see sometimes when I'm talking to people that it's a little crunchy. It's just, and, and it is good like it eventually gets those knots out. But you have to go through the crunchy bits. And that's why I was sort of saying, yeah, I guess I'm like the, the foam roller of, of. Valley wine,
Aicila: Mm-hmm.
Jaime Araujo: just kind of trying to get the knots outta the fascia and, and really, because I think all the, all the basics are there.
All the, all the really good things
Aicila: Mm-hmm.
Jaime Araujo: are absolutely here. It's just that there are some Yeah. Ways in which, you know, and, and we're not. Unique. The patriarchy is everywhere, right? So,
Aicila: Yes, it is.
Jaime Araujo: you know, it's, it's not, it's not special to wine or to Napa, but I think are a lot of ways in which nobody's asked these questions. And nobody, the people in power haven't been [00:06:00] interested in these questions.
Yeah, and I come at it just myself, which is honest and pretty much straight to the point and. questions that I think need to be asked.
Aicila: Can you share a little bit about what a B Corp is? I'm not it just for folks that are listening that are, that might never have heard of that.
Jaime Araujo: we could turn this into a B Corp podcast in a heartbeat. 'cause
Aicila: We'll,
Jaime Araujo: like one of.
Aicila: we'll try to keep it mostly on you, but I, I think it might be helpful.
Jaime Araujo: No, for sure. So B Corp is a, a fabulous certification. It's actually not industry specific, so, any company can become a B Corp. And it's not geography specific, so it's actually an international certification. And basically what it does is it looks at your business on a 360. So everything from the governance of the company to the way you treat your employees, your vendors, your partners, your consumers, the environment, all of these things, and it gives you a certain score. [00:07:00] all of these questions that you answer. And then if you get above a certain score, then you can apply to be audited. And eventually if you can prove that all the answers that you gave were correct you can actually get certified and, and join this incredible community, which is really about running businesses of force for good in the community.
Aicila: Mm-hmm.
Jaime Araujo: I will say that's the standards that have been in play up until now and we're actually rolling out brand new standards, which is super, super exciting because one of the things that B Corp has always been very sort of in support of is progress, not perfection.
Aicila: Hmm.
Jaime Araujo: So we're all trying to do a little bit better every day, that means that we're never perfect.
We always have room for improvement. We always have room for growth. And I think they've realized that after a certain number of years, there are ways in which, you know, potentially somebody who wasn't coming at it in good faith could gamify the [00:08:00] system and they are very vigilant about is to avoid being able to use a certification for any kind of like greenwashing or whatever.
So
Aicila: Hmm.
Jaime Araujo: some really wonderful new certifications and new standards that just help to avoid those loopholes and,
Aicila: Hmm
Jaime Araujo: and really double down on, on the commitments that you make as a B corporation, which are important and are real.
Aicila: mm-hmm. Yeah, that sounds, that sounds wise. It's always tricky to find that balance between a checkbox and a burden in terms of evaluating what the, the process is, so,
Jaime Araujo: Yeah. Well, and I will say too, I think that companies that come into it with the right mindset and for the right reason won't find it anymore difficult. If you were coming in and thinking like, I can like slide under the radar, then it's gonna be tricky for you, it's also really important [00:09:00] for consumers, right?
It's important that when they see the B, that they realize like, oh. I can trust that this company has done at least this baseline of stuff,
Aicila: Right.
Jaime Araujo: that they are actually putting their money where their mouth is kind of thing. Um, and I think that's, particularly in today's market, I. As a consumer, I find that really important, right?
Aicila: Right,
Jaime Araujo: Because it's just so hard you find things and you're like, oh, I think they're doing a great job. And then it's like, oh my God, no, they're doing terrible things. It's important to be able to spend our money wisely.
Aicila: right. Well, one of the things you talked about is that wine is changing consumer generations. Do you feel like there's some, some interest in appealing to that new generation through updating how you, not your branding, but also how you do business. Do you think that there's a business advantage to that?
Jaime Araujo: I do. Absolutely. So, so this is kind of a [00:10:00] multi-layered question. But we've been working with a, a changing consumer generation for probably the last 10 years, honestly.
Aicila: Okay.
Jaime Araujo: so a lot of the very high end NAPA wines from like the eighties, nineties, 2000 early two thousands were supported in large part by, um, sort of boomer aged wine collectors who were predominantly male. Almost exclusively white. They spent an insane amount of money on our wines, which is amazing. And really built high-end Napa Cabernet, especially into the thing it is today. I mean, they are really wholeheartedly responsible for that. As they are kind of aging out or like not buying so much 'cause their sellers are full and all of that, all of a sudden it's like, okay, hang on.
We've got these like Gen X, millennial, and even now [00:11:00] like older Gen Z clients who don't buy wine the same way. Who are not interested in scores and things like that for the most part. Who are not interested in, finding three wineries that they love, getting on the mailing list and just buying that and building out huge verticals and all this stuff. They are interested in. What are you doing? How are you doing it? I wanna experiment. I want a mixed case. I wanna buy from you this year and somebody else next year. And they're buying less, right? They're drinking less in general. So I think they're drinking better, but they're drinking less.
Aicila: Hmm.
Jaime Araujo: it is, I think it's, it's super important for us.
And, you know, they're asking serious questions and they can tell if you're bullshitting.
Aicila: Mm-hmm.
Jaime Araujo: I've got, well, I mean, they're a little young. They're not exactly our target consumer yet, but I have two teenagers and their bullshit meter is extremely effective.
Aicila: Hmm.
Jaime Araujo: they can tell they, they, these we're talking about like generations that have been raised on [00:12:00] propaganda
Aicila: Yeah.
Jaime Araujo: marketing and, you know, they're super, super savvy and they're very jaded and pretty distrustful and with, you know, understandably, and pretty quick to say enough as well. So I think it's, it's it's definitely behooves us to be as transparent as we can be and to do the best. And, and we're doing really a lot of the right things already. That's the
Aicila: Mm-hmm.
Jaime Araujo: that's, that's, that's great. Is like, it's actually not like we have to do things in a totally different way. are Napa has been a leader in terms of and our regenerative viticulture. We have been absolutely a leader in terms of the way we manage our vineyard teams and making sure that. People are being paid a fair wage being, making sure that people have [00:13:00] healthcare, making sure that, all of those things are, are in place for the people who work in our community.
One of the reasons that we can. Have this transparency and have this authenticity and do all these things, is that we have, the generations that have gone before us who absolutely worked tooth and nail to build the reputation of Napa and to insist over and over again that Napa could compete on the world stage.
It made the wines that were just as good as Bordeaux or Burgundy or Tuscany or wherever. So I think that at the same time they, they, they really built something that was very much about aspiration. So they built out this, this image of Napa as this sort of magical, idyllic aspirational place, which was very effective at the time. But I think we've become a little bit of victim of our own success [00:14:00] and. There are a lot of people, particularly younger people, who are saying, oh, well, you know, it's this place that I don't belong in. It's a place that is too aspirational. That's not what I'm interested in. I'm interested in something that's real. So I think that we are able to be real because they built that aspirational model before. Because we have that confidence now. Because we have that reputation now. We can kind of relax into actually ourselves. And I think that's something that a lot of consumers we find anyway at TWA are very, really receptive to and, and, and appreciate enormously because nobody's perfect. We all know
Aicila: All. Mm-hmm.
Jaime Araujo: It's,
Aicila: am definitely not. I'm on the list of imperfect here. I'm curious about what, what about you? There's a, there's many people making wine and, and, and [00:15:00] you had, this was sort of a, it sounds like a, a initially not even a focus. What was it that shifted that for you? When did you decide this is, this is where I'm gonna put that effort and, and this is my inspiration for that.
Jaime Araujo: Yeah. Um. I mean, I think part of it, the momentum just sort of started and, and I got swept up with it.
I had the opportunity to bring on a Sauv Blanc to bring on a Chardonnay. And I think really when the Chardonnay came on board, I. I realized that this was, now, this was now a thing. This was a, it was a put up or shut up moment, right? That's when I really started to focus. And then, you know, when we got our B Corp certification, our Napa Green certification, all of those things. That it was, it was important not only for us, but also for our colleagues in those communities. That we were actually giving this the time and attention that [00:16:00] it deserved. I think there's also a sense in which I've always felt very much like I have a responsibility to my community to do the best job I can. It's one of the reasons that I ended up, as, you know, this year's chair of the Napa Valley vintners,
Aicila: Mm-hmm.
Jaime Araujo: I think it's super important to actually give back to the community to actually participate in the, the way that the community runs. And so, that's something that I, I'm giving my time to this year. And I think yeah, I, I, I, it, it, I would say in some ways it crept up on me and in some ways it was like a lightning bolt. It just always made sense
Aicila: Hmm.
Jaime Araujo: was what I was supposed to be doing.
Aicila: It's neat to, to have found that too, sort of accidentally. What does success look like to you?
Jaime Araujo: Success to me, I would say looks like being able to [00:17:00] enjoy what I do, least most of every day being able to support and protect and encourage, the teams of people that I work with.
Aicila: Mm-hmm. How long have you been doing Ana UA? One. One.
Jaime Araujo: I have been doing wanis since the 2013 Vintage,
Aicila: Okay.
Jaime Araujo: like just over 10 years.
Aicila: And is that a long or a short time in terms of wine making or
Jaime Araujo: I mean, in the grand scheme of things, their, you know, families in Italy and France have been doing this for like 500 generations. So, absolutely drop in the bucket. I would say as far as Napa's concerned, if you make it past five years, if you make it past 10 years,
Aicila: Mm-hmm.
Jaime Araujo: I think that that's, but we're also in a really tricky spot in our industry [00:18:00] right now.
I mean, it's, it's definitely a hugely challenging inflection point for us.
Aicila: Mm-hmm.
Jaime Araujo: So I think it's gonna be interesting to see who stays, who survives, and who just decides to throw in the towel because it's, it's. I have always said, and I'm not the only one. If you wanna make money, do something else, like literally do anything else.
Because wine is a terrible place to try and be makes huge gobs of money.
Aicila: Really
Jaime Araujo: goes in the bottle like
Aicila: interesting.
Jaime Araujo: it's a very high cost of goods product for the most part.
Aicila: And is it, is that the same with all liquors or is it wine specifically? Okay.
Jaime Araujo: Um, I mean, you know, like you have potatoes today, you have vodka tomorrow, like huzzah, let's go.
Aicila: I feel like I need a bumper stickers that says that.
Jaime Araujo: beer is
Aicila: Okay.
Jaime Araujo: So I, I definitely, I [00:19:00] think that are ways in which you can absolutely make a lot of money in the alcohol industry, but wine is really not.
And, and honestly, you can look at any of the major conglomerates and, and any of the major distributors and whatever. They do not make their wine on their their money on their wine portfolio. Absolutely not.
Aicila: Interesting.
Jaime Araujo: much more money on Fireball than they're making on ground crew
Aicila: Mm-hmm.
Jaime Araujo: So.
Aicila: And it's like you said, it's mostly cost of goods, specifically the grapes. It's not as much labor.
Jaime Araujo: Yeah, I mean, cost of goods, labor goes into that as
Aicila: Mm-hmm.
Jaime Araujo: Land is super expensive. Grapes are very expensive. And now because we have tariffs that are going here, there and everywhere our corks, our bottles,
Aicila: Yeah.
Jaime Araujo: everything is becoming that much more expensive. Our barrels you know, we have french oak barrels and those. Are taking a, a huge hit.
Aicila: Hmm.
Jaime Araujo: so it's, it's [00:20:00] definitely yeah, it's, it's a pretty labor I system and you know, at, at as well, like we, okay, we are tiny. We're like. small.
Aicila: Mm-hmm.
Jaime Araujo: For me it was always really important that as soon as I got a, a, a fully, you know, employed team, that we had healthcare, that we had a 401k, that we had all of these other benefits to support our team. those things, yeah, they
Aicila: Yeah.
Jaime Araujo: cost of doing business, but, but there are also benefits that give back to the way of doing business. Right.
Aicila: Right.
Jaime Araujo: So I do think that they're definitely worthwhile.
Aicila: Yeah, I mean, I, we can have a whole podcast just on that. I feel like that's a part of why I love doing this, is I get to talk to people that are really building businesses that think about the whole system and what is really functional.
You know, you, you maintain your car when maintain yourself and [00:21:00] maybe like help your people maintain themselves. Like it's a, it's a pretty practical approach when you think about it, but for some reason it's become, uh, seen as, I don't know, extra. It's like, no, no, no. We need to take, take care of things so that they can continue to thrive.
Thriving is good for everybody.
Jaime Araujo: Mm-hmm.
Aicila: What advice would you give your 18-year-old self? I.
Jaime Araujo: Oh, wow. I think I would tell her buckle up. 'cause there's some huge surprises coming down the pike that you have not planned for at all. And once you're buckled up, enjoy the ride because you're gonna get to do some really cool stuff and you're gonna be able to live in lots of different places and meet some amazing people and, and really live. And it's gonna be, it's not what you have [00:22:00] thought of at all, but it's also gonna be great.
Aicila: Yeah, that's honestly good advice at any age, but
Jaime Araujo: Yes.
Aicila: I'm gonna take that advice right now. I What is something you're excited about in your business?
Jaime Araujo: Mm.
Wine wise, very selfishly, super excited about, we have a Shein Blanc coming out for the very first time this summer, commercialized this summer. So it's 24 vintage. And it is freakishly delicious and amazing. It's a brand new wine for us, so we're very excited about that.
Aicila: Nice.
Jaime Araujo: space,
Aicila: Watch the space. Okay.
Jaime Araujo: and if you wanna make sure you're in the loop. sign up for our newsletter and we'll make sure you get the information when it comes out into the market.
Aicila: Nice.
Jaime Araujo: so there's only a couple hundred cases. So
Aicila: Ooh.
Jaime Araujo: the other thing I would say that I'm excited about, more kind of industry wide. So, like I said, I'm the chair of the Napa Vintners this year, which is the generic body that has the role of [00:23:00] protecting, promoting and enhancing Napa Valley, Napa Valley wines. And I'm only the seventh female chair that they've had since 1944. And I am the first openly gay chair that they've ever had. So. It's one of those things like I'm perfectly fine with it, but I was like, I don't know. Let's see what the reaction's gonna be to all of this. And the thing that I thought was so amazing.
So we have a, an annual meeting at the beginning of the year and I did a, a sort of address to the membership. And afterwards we have a big lunch altogether and everybody has a chance to chat and talk, whatever. And the thing that really just blew my mind was the number of. Mainly younger women who came up to me
Aicila: Hmm.
Jaime Araujo: said, I'm so excited that you're the chair.
This is so great. I can't wait. This is so amazing. It was really inspirational to see you there and I'm really [00:24:00] excited about this. And I think it's, it's, we underestimate how it is to see people doing things and to be seen, to be doing things. So it's something I'm very conscious of making sure that I'm sort of, wherever I am, I'm, I am visible.
I'm flying my flags, I'm doing my thing. And will say that my answer to all of those women was, and guess what? Because I'm here. What are you doing for the Ners this year? What are you doing for a community this year? Because I can't do all of it by myself.
Aicila: Right,
Jaime Araujo: up and like, and, and start the march, but I need people to, to help support everything that we're doing.
'cause I can't, you know, one pair of hands doesn't get it done.
Aicila: right.
Jaime Araujo: I think I think there are a lot of people who are just ready to do things differently, to have a [00:25:00] different approach to things and to feel like. They're actually being heard. That makes me excited for the future for sure.
Aicila: That is really exciting. And I'm gonna ask, so one of the things that I've noted in a lot of industries is part of why things don't change is there is a lack of, I wanna say leadership development or mentoring. Because often people, if they're gonna mentor someone, it's usually informal and it's usually someone that reminds them of them. Which means generally they have something in common and if, as you noted earlier, primarily wine is white men running things as has happened in a couple of industries in the world, uh, that's, that's who they're likely to notice. And, and it's tricky sometimes, right? To like explain that. It's like we're not saying you're doing anything wrong, we're just saying you may not see some things do.
Are you seeing that change at all? Or how did you get this knowledge? Like who mentored you or, and or with these women coming in, do you feel like they have more opportunities to find that kind of support [00:26:00] in the leadership development? I.
Jaime Araujo: Yeah, no, that's a great question. It's a really important point because you know, you, you. You can channel. Um, I was just actually talking with my colleague before this call about the fact that there's the Jim Collins who's a wonderful author. And one of his images is when you're, when you're a leader, you need all of the right people on your bus, but you also need them in the right seats. So if you have all the right seats all set up, but there's nobody getting on the bus. Then you're not gonna be successful. If you have all these people, these great people that you've built up and mentored and whatever, but the seats are all wrong, you're not gonna be successful. So, I would say that. Napa specifically the CEO of the Napa Vintner's, Linda Reef, has developed an amazing program. It's on its fifth cohort now called the NAPA Leadership Program. I was actually in cohort one, and what it is, is really about building that [00:27:00] next generation of leaders in the community and specifically going after a diverse profile of people in the industry. And that's, um, can be diversity in terms of function. So whether it's admin or winemakers or GMs and that kind of thing. But also in terms of men and women, also in terms of all these kinds of different things and, and really having a cross section that is able to first of all, develop relationships together,
Aicila: Mm-hmm.
Jaime Araujo: important in a little community like ours, but be able to access these different opportunities afterwards. And the other thing I would say specifically as far as women are concerned is there's a wonderful, organization called Baton. And they've been working for, oh my gosh, pre pandemic, so I guess six years now, on really developing women in the wine industry. And so they have sponsored a lot of different conferences, [00:28:00] but they've also created a really wonderful mentorship program. And there's like different tiers of mentorship and things, so people. Women who are interested but not really sure can kind of get their feet wet in in level one, and then they can move on to more in depth mentorship and because it's not like I am choosing you to mentor.
Aicila: Mm-hmm.
Jaime Araujo: It's more of a, an organization that kind of sets people up with the different functions that they might want to occupy in the industry. You can get people who you would never have met normally.
Aicila: Mm-hmm.
Jaime Araujo: I've actually been a mentor twice now, and it's been really, really wonderful.
Uh, it's a, it's a, it's a great organization.
Aicila: That's amazing. So something that I think is true about you based on our conversations and, and if I, so I'll ask it also, you seem like the kind of person who almost gets excited by a challenge. There's a lot going on right [00:29:00] now that people could get really down about, and it's not like you haven't referenced it
both when we did our pre-chat and today. And, and yet your attitude and approach seems to be more one of, let's take this on. Let's solve this problem, let's move forward. And if that's true, which I think it is, but you can correct me, can you talk a little bit about where that comes from? Because I think that's a great thing for people to be able to connect to right now.
Jaime Araujo: Um, I don't know. I don't know if it's necessarily, well, no, I guess I do like a child.
Aicila: I'm like, you're just like, alright, here we go. Let's figure, let's climb this Everest today. It just seems like you've got a little bit of that going on, but you also don't seem overly, I don't know,
Jaime Araujo: but it's not like a challenge for challenges
Aicila: right? Mm-hmm.
Jaime Araujo: Um, a very keenly developed sense of justice,
That started very, at a very young age. And it's just always been something, you know, when something's not right [00:30:00] really bothers me.
Aicila: Mm-hmm.
Jaime Araujo: It really, really bothers me when something's unfair.
Aicila: Yeah.
Jaime Araujo: not right, because that's leads you down to judgment and things like that. But, but really when something is just is, is categorically unfair and unjust,
Aicila: Mm-hmm.
Jaime Araujo: that bothers the very core of my being. And I think, I think it's important to, like I said, I, I. Have come from an incredible amount of privilege. I have an amazing amount of privilege in the industry and the community that I live in. So it's essential. It's, it's, it's not even like an option for me not to use my voice.
Aicila: Hmm.
Jaime Araujo: that's the way this works for me.
Aicila: Mm-hmm.
Jaime Araujo: And I think it's just, that's our responsibility, that's our obligation. That's our part of being human, that's part of being in this community, [00:31:00] is using our voices when we can as you know, to support those people who don't necessarily have a voice or who maybe are working on their voice or, and also, by the way, to get out of the way of other people's voices too, because
Aicila: Yeah.
Jaime Araujo: just as important.
Aicila: Mm-hmm.
Jaime Araujo: And I'm not always as good at that, but I'm trying. I'm working on that. That's one of my jobs.
Aicila: I appreciate you sharing your voice today with me. I so appreciate what you're up to and I really, I'm definitely gonna check out what you've got going on, and I've always felt a little intimidated by the whole wine thing. I usually buy wine by the label. I'm not a,
Jaime Araujo: Totally fine.
Aicila: I'm just like, look at these pretty pictures.
That feels good.
Jaime Araujo: 99% of people do. No seriously People generally, they come in to a wine purchase, and this is at any level, this is like people who know wine, who don't know wine. They have an idea in their head of how much money they wanna spend, even if they don't realize it,
Aicila: Okay.
Jaime Araujo: they have a vague idea [00:32:00] either like. or white or rose or sparkle or you know, maybe a different country that they are thinking about or, or maybe a region or a grape variety if they know that much. And then they go in to the wine shop or the supermarket or the online store and they look at labels
Aicila: Hmm.
Jaime Araujo: and if maybe it's something they recognize, in which case, great. And maybe it's just something that's intriguing or it looks like, yeah, that looks like it should be good, like. It's, it's absolutely the board everybody picks their wine. So.
Aicila: Well, that's very kind. I, I have some friends who actually know things and whenever they serve me something, I'm always like, yeah, this is a, this is like several levels better than anything I've ever gotten myself. So I'm, I'm clear there's a there's a whole knowledge factor that I lack.
For folks that are listening, and they wanna know more, they wanna follow you, they wanna find out about your now new wine being released, what's the best way for [00:33:00] them to do that?
Jaime Araujo: So online we obviously you can go to our website, www dowa with an s, noir with an x wine.com. You can also find us on Instagram TWA wine on Facebook and on LinkedIn. And then if you happen to be in Oregon in the end of June, you can come see us at the Queer Wine Fest on June
Aicila: Oh,
Jaime Araujo: in
Aicila: fun.
Jaime Araujo: We're gonna be pouring our wines there. and if you are on our mailing list we always have a list of where I'm gonna be in the world. So,
Aicila: Oh.
Jaime Araujo: and connect with people who love our wines. Whenever I'm traveling, I always send out a little note and say, look, we're gonna be having a drink at this bar, come on over and say hi. Just a nice way to be able to, to be in touch with folks because, you know, our consumers are our extended community and we feel pretty strongly about that. So
Aicila: That is fantastic. Thank you so much for joining me today and sharing what you're up to. I really appreciate it.[00:34:00]
Jaime Araujo: thank you so much for the opportunity. It was really fun.
Aicila (2): Next week on business as unusual. Discover how optimizing your biological age, not just your mindset, can become your ultimate superpower for entrepreneurial success. longevity expert Ines T.
Thank you for tuning into business as unusual, remember, in this ever evolving world of modern business, it's not about fitting in.
It's about standing out. See you next time. Stay curious, stay innovative, and always keep it unusual.
