?Forced? Into Hard Liquor Culture, Dwyane Wade Doubles Down on Boosting $333 Billion Industry

Dwyane Wade has used his image and status to get into various businesses. Along the way, he has dipped his toe in the wine industry. Although it is a product that is not consumed by people of all cultures, the wine business has been booming. Currently, in 2023, the wine industry is valued at $333 billion.

With hopes of taking his business to the next stage, the 3x champion has joined a reputed leadership board in California to learn more about the business and how to change public perception towards wine.

Dwyane Wade wants to change the people

In a recent episode of the Point Forward podcast, the special guest was Dwyane Wade, talking about how Wade Cellars, his wine business, has been going so far. The Miami Heat legend revealed his goal of changing perspectives and making wine inclusive to all people.

After hearing Wade out, Evan Turner said, “You said, ‘We’, like in our culture, we usually have hard liquor and vodka, you know, forced upon us. So we oftentimes get a negative response in regard to alcohol.“

So Turner wanted to know if Wade joined the UC Davis executive leadership board as a member in order to change these views. The University of California, Davis, has one of the premier viticulture and enology departments in the nation. Wade is a board member of this department.

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Dwyane Wade said, “Just really a thirst for knowledge… I am literally a 41-year-old student in the world. I am definitely a student in the businesses that I am part of, but I am also a student in the ones I am not… So getting a chance to sit on the board of UC Davis is to be in the room once again where it happens.“

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Wade wants to learn everything about viticulture and how to cater to all communities. He hopes to change how people perceive wine, how it makes people come together, and make it something that everyone can enjoy.

Wade stayed away from alcohol for a long time

Dwyane Wade grew up in Chicago. During his younger days, he saw what alcoholism and addictions did to his loved ones. This made him stay away from it, and according to Wade, it was never even a focus for him. Wade was always focused on his goals. So he stayed away from a real drink until years after he won his first championship.

He had his first drink at the age of 28 and has always been cautious about how he consumes it. But years later, in 2021, he stepped into the industry. With the knowledge and experiences that he has had, he is hoping to make careful decisions for the future.

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What do you think of Dwyane Wade’s wine business? Let us know in the comments!