By: Cameron Wells

Marble Wines founders challenge established wine culture with direct-to-consumer approach and community-focused strategy

In an industry where success traditionally takes generations to build, two Georgia entrepreneurs are proving that modern wine consumers care more about authentic connections than critical acclaim. Marble Wines, founded by Latoya S. Jordan and Brianna Shelko, has successfully entered competitive markets from Atlanta to Brooklyn by deliberately ignoring the wine establishment’s playbook.

Cross-Country Operations Signal Industry Shift

The company’s business model reflects a broader transformation in American wine distribution. Based in Georgia while sourcing grapes from California and selling in Brooklyn, Marble Wines represents what Jordan calls “flexibility, transparency, and letting brands connect directly with people.”

“The future of wine won’t be decided by who has the most shelf space,” Jordan explained in a recent interview. “It’s going to come down to who builds the strongest connections—whether that’s across the street or across the country.”

This approach has already yielded results in notoriously competitive markets. In Brooklyn, where sophisticated consumers have access to wines from around the world, Marble has found success by focusing on personal connection over geographic proximity.

“What really surprised me about New York buyers is how open they are to discovery,” Jordan noted. “In Brooklyn, the curiosity never stops—shoppers are constantly hunting for what’s new, different, and under the radar.”

Targeting Younger Demographics

The founders’ strategy stems from recognizing a fundamental shift in wine consumption patterns. Jordan cited a 2023 article stating that “American winemakers have an old people problem,” highlighting the industry’s struggle to connect with younger audiences.

“Millennial and Gen Z buyers aren’t chasing critic scores or legacy labels,” Jordan observed. “They want authenticity, inclusivity, and a story they can connect with. They’re finding wine on Instagram, TikTok, and at pop-ups—not flipping through wine magazines.”

This consumer-first approach has drawn criticism from traditional wine industry gatekeepers who argue the company is “dumbing down” wine culture. Jordan rejects this characterization entirely.

“We don’t see it as dumbing wine down—I see it as opening wine up,” she said.

“Approachability doesn’t mean sacrificing quality. We work with a skilled winemaker and source from great vineyards, but we present the wine in a way that’s relatable and inclusive.”

Financial Strategy Built on Sustainability

Unlike many wine startups that seek immediate scale through heavy investment, Marble Wines has pursued deliberate, measured growth. The founders continue maintaining other careers while building the brand, funding expansion through reinvested profits rather than debt or outside investment.

“Having other careers actually works in our favor—it allows us to grow Marble without taking on heavy debt or giving up equity too soon,” Jordan explained. “We’re building a sustainable brand that fits alongside our other ventures.”

This approach includes strategic partnerships with multiple California producers rather than exclusive vineyard ownership, providing flexibility as the company explores new products, including potential partnerships with Georgia vineyards for future releases.

Measuring Impact Beyond Sales

Perhaps most notably, the founders measure success through metrics that extend beyond traditional wine industry standards. Rather than pursuing critic scores or industry awards, they focus on community engagement, repeat customers, and their ability to participate in conversations about industry diversity.

A recent placement with Pompette Wines in Harlem exemplifies this approach. “We were able to have very intentional discussions about bringing other voices into the wine space,” Jordan said. “Carrying a brand like Marble is one way to make that happen.”

When asked about their goal to change wine culture for women and communities of color, Jordan emphasized that success isn’t measured solely in case counts: “It’s how often we’re invited into these conversations, how well we’re received in diverse spaces, and whether retailers, distributors, and consumers are open to engaging with a brand like ours.”

Industry Implications

Marble Wines’ success suggests broader changes in how American wine brands can build national presence. Their model demonstrates that direct consumer relationships, enabled by social media and modern distribution channels, can compete effectively against established players with decades-long distributor relationships.

As the wine industry grapples with changing consumer preferences and demographic shifts, Marble Wines offers a template for brands willing to prioritize authenticity over tradition. Whether this approach can scale nationally while maintaining its community-focused identity remains to be seen, but early results suggest consumers are ready for wine brands that speak their language rather than industry jargon.

Marble Wines is currently available online nationwide and in select Brooklyn retailers, with expansion plans throughout the Southeast.

Disclaimer: Consumption of alcoholic beverages impairs your ability to drive a car or operate machinery, and may cause health problems. Women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. Drink responsibly.