The Association of African American Vintners is an organization, whose mission is to increase the quality of wine communications to all, with special emphasis on African Americans.

In a move to reach out to the untapped African-American market, a group of grape growers and wine producers has formed the Association of African American Vintners, based in Sonoma County California. Mac McDonald, the owner of Vision Cellars in Windsor, Calif., said the aim of the group is to try to sell more fine wine to black consumers.

"I'm saying to the world that there is a market that is untapped and we can tap it for the good of the whole wine industry. As winemakers we're going to better promote ourselves by uniting our ideas and resources."