How One Wine Brand is Building Black Legacy, One Bottle at a Time with Jon’ll Boyd

In a world where wine can often feel pretentious and exclusive, Jon’ll and Matthew Boyd are doing something revolutionary with Boyd Cru Wines, Maryland's first Black family-owned wine company. Through strategic crowdfunding, community partnerships, and wines tailored for every occasion, they've achieved remarkable growth in just two short years. But their success isn't just about sales numbers, it's about making wine approachable, community-centered, and deeply personal. Boyd Cru Wines isn't just selling bottles; they're building connections, honoring family legacy, and creating space for people who have historically been left out of the wine industry.

Hands-On Winemaking in an Exclusive Industry

Unlike many wine brands that simply import bottles and slap their label on them, Boyd Cru takes a hands-on approach to every aspect of production. Working with Cross Vines, Jon’ll and Matthew are involved in every decision: which barrels to use, what yeast strains to select, how long to ferment.

"We wanted to be very hands-on because we knew this wasn't just going to stay a brand," Jon’ll explains. "We're going to build this into a winery and a vineyard. So why not start with the process that's going to help us get there?"

This commitment to quality control has another crucial benefit: their wines contain no preservatives or additives, and most have zero sugar. For Jon’ll, this addresses a personal frustration many wine drinkers share; the next-day headaches and bloating that often come from additives and preservatives in mass-produced wines.

Community First, Retail Second

While Boyd Cru Wines can now be found at Target DC, Total Wine, and Urban Grape, the brand started in the community and that's where it plans to stay. From their earliest days, Jon’ll and Matthew were "boots on the ground," hosting wine experiences and education events in an approachable, non-intimidating way.

"I've seen other companies make the decision to go straight retail with their brands, and there's nothing wrong with that," Jon’ll notes. "But when we say we are out here amongst our people, we are out here because that's where we want to be."

This community focus addresses something deeper than just marketing strategy. As elder millennials who grew up before social media, both Jon’ll and Matthew understand the importance of authentic connection. They recognize that people, especially post-pandemic, are craving meaningful ways to come together.

Wine Labels That Tell Stories

Every Boyd Cru label is a work of art with deep meaning. Take their "Living Legacy" wine: the artwork on the front represents family members, both living and deceased, with the concept of "the past meeting the future." The bottle features Matthew's mother, Jon’ll’s grandmother, and their two sons, creating a visual representation of generational connection.

But perhaps most innovative is what's on the back of their bottles. Instead of traditional food pairings, Boyd Cru pairs their wines with "moods and moments." This approach came from literal market research; walking into wine stores and asking strangers how they chose their bottles.

This led to wine descriptions like "relatable, relaxed, fun" paired with moments like "family gathering, day at the park, beach vacay, boardroom meeting." It's wine marketing for people who find traditional wine culture intimidating.

Breaking Down Investment Barriers

Boyd Cru recently completed a successful crowdfunding campaign, but not just to raise money but to democratize investment. Historically, wine industry investments were limited to accredited investors with high income thresholds, creating another barrier to wealth building in marginalized communities.

"Certain people are always kept out of doing things," Jon’ll says frankly about the intentional nature of these barriers. "When the laws changed and crowdfunding entered the scene, it was for the purpose of any person in the community being able to start investing in businesses."

With a minimum investment of just $100 Boyd Cru opened the door for community members to become stakeholders in their success.

The Future: A Community Hub at Savage Mill

At the time of this episode recording, it was announced that Boyd Cru Wines would open their tasting room in April 2025. The tasting room open in May 2025 in Savage Mill, Maryland, the same location where they held some of their earliest community events. But this won't be a traditional tasting room. The tasting room includes a space called "The Cru Corner" that features a rotating selections from other small businesses monthly.

The approach reflects their broader philosophy: collaboration over competition. Through their Cru Collective, they pool resources with other small businesses, recognizing that success comes through lifting each other up rather than trying to go it alone.

Lessons for Aspiring Entrepreneurs

The Boyd Cru journey offers several key insights for entrepreneurs, especially those from underrepresented communities:

Preparation is everything. While Boyd Cru appears to have experienced "overnight success," the reality is three years of behind-the-scenes foundation building, plus 15 years of knowledge development.

Set boundaries early. Despite the pressure to be available 24/7 in entrepreneurship, Jon’ll maintains firm boundaries that keep family first.

Have a plan and let someone poke holes in it. Before investing $30,000-$40,000 of their own savings, the Boyds had mentors review their business plan specifically to identify potential problems.

Embrace your differences. Working with a spouse brings challenges, but the key is appreciating different perspectives rather than trying to make your partner see things your way.

More Than Wine

Boyd Cru Wines represents something larger than a wine company. It's a case study in how to build a business that honors family legacy, serves community needs, and creates pathways for others to succeed. By making wine approachable rather than pretentious, inclusive rather than exclusive, and community-centered rather than purely profit-driven, they're not just changing how we think about wine, they're modeling how businesses can be forces for positive change.

As Jon’ll puts it: "People who are no longer here are still here through you." Boyd Cru Wines ensures that legacy lives on, not just in family memories, but in every glass shared, every connection made, and every barrier broken down.

Sip Outside The Lines

Boyd Cru Wines and more details about the tasting room can be found at boydcruwines.com. Follow them on Instagram and Facebook for community events and updates.