""A big motivator of how I do everything in wine is trying to get that person that has this idea that wine is not for them. To me, it's a folk beverage. It was created, a lot of times, by peasants," he says. "I think it's sad sometimes when people feel like it's this thing for fancy rich people or something like that.""
"Accompanying the wines is the Direct Press zine, an in-depth, printed newsletter featuring exclusive interviews with the winemakers and reflections on the theme, put together entirely by the team at Vanderbilt Avenue Wine Merchants. "I was surprised by how many people really, really liked it and how many people were reading the notes with the wine," Kemp says of the newsletter. "I'm like, oh my gosh, that's amazing!""
Johnathan Kemp runs Vanderbilt Avenue Wine Merchants with a mission to make wine accessible to everyone, framing wine as a folk beverage rather than an elitist product. Kemp’s interest began with a viticulture and oenology class and deepened after working retail in New York, where he discovered a lively culture and community around wine. The shop operates a bimonthly Direct Press Wine Club that curates themed bottle selections and ships them to members. The club includes the Direct Press zine, a printed newsletter with interviews and reflections produced by the shop team. Assistant General Manager Jeremy Hernandez designs the zine using indie literature, art, and music influences.
Read at ABC7 Los Angeles
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