Aug 64 min read

Charting New Paths with Marcus Hammonds: The Visionary Behind Kat Direksyon Wines

Kat Direksyon Wines is making waves in the wine industry with its unique offerings and dedication to excellence. Founded by Marcus Hammonds in Chicago, this black-owned brand is not just about producing exceptional wines but also about creating a legacy of passion, resilience, and innovation. With a commitment to quality and a vision that goes beyond the bottle, Marcus Hammonds and Kat Direksyon Wines are redefining what it means to be a trailblazer in the wine world.

Interview with Marcus Hammonds

Founder of Kat Direksyon Wines

Join us as we explore Marcus's journey, his inspirations, and the impact Kat Direksyon Wines is making in the industry.

Can you share the story behind why you decided to start your company?

In 2016, I was at a crossroads in my life. A crossroad has four directions. Four Directions is the name of wines in English. By then, my wife and I had had two beautiful daughters and soon would have our son. Starting the company was out of necessity. I wanted to put our family and future generations on a better trajectory. To accomplish that, I decided to build off of one of my grandmother's passions which was making strawberry wine. Another why became promoting wines made from alternative fruits. My grandmother's first husband left Haiti during the US occupation and the city of Chicago where I live was founded by a Haitian, so promoting Haitian culture and gastronomy became yet another why. Finally, pursuing the opportunity to create a space that respects and uplifts the talents of Black and Brown people within the wine industry became a fourth why.

How do you think your background and identity have influenced the way you run your business in the alcohol industry?

I recently had a conversation with Jordan at Domaine Wine Storage about my journey. He said that one thing that's unique about my story is that I'm not some rich dude who is getting into the industry just because. I think because I'm not some rich dude my approach has to reach out and build relationships with wine tasting promoters, chefs, sommeliers, chocolate makers, winemakers, restaurant owners and wine industry professionals in order to somehow leverage all of their expertise and connections to make this vision real.

What were your biggest challenges when you got started, and what is your biggest challenge right now?

Funding is and has been my biggest challenge. I've been a part of a few accelerators like Sunshine Enterprises and Good Food Catalyst and the information and mentors are plentiful, the cash is not. I have applied for so many grants only to get rejected and even been in a pitch competition only to not win. Beyond that I ran into zoning issues when I was looking to open a winery on the South Side. Turns out you can open a tasting room in an area zoned "commercial", but a production facility needs to be zoned for "manufacturing" or "industrial". I attempted to buy a former brewery using a local grant, but the pieces of the puzzle just didn't come together in time.

What advice would you give to other aspiring entrepreneurs from diverse backgrounds who are interested in entering the alcohol production industry?

This is a great time for people from diverse backgrounds to get involved in the alcohol. The prolific success of brands like Uncle Nearest attests to that. When I first got involved in the early 2000s and concepts like craft brewing were brand new, there wasn't much support. Just think, when my grandmother was making wine in the 20th century, starting a winery was pretty much unthinkable. However, now the support is available, so I'd say to jump in!

What inspires you to keep going when things get hard?

I listen to kompa. The music helps remain anchored to the feeling I want people to experience while indulging in one of our wines. I first came across the music at a house party that the Haitian Student Association at Howard University hosted back in the day. It stuck with me ever since.

Is there anything else you'd like us to know about you or your company?

We have an opportunity to have our first wine commercially manufactured by Hopewell Winery. It's owned by Jeremy Wombles who is president of the Illinois Wine Council. If all goes well, the wine will be available in late Fall or early Winter. A few restaurants and wine bars in different parts of the country are already eager to stock our wine. It will all be possible with financial support.

Kat Direksyon Wines stands as a testament to the power of vision and dedication. Marcus Hammonds is not only crafting remarkable wines but also paving the way for future generations in the wine industry. The company is still growing, and to help fuel that growth, your support can make a significant difference. If you might be interested in becoming an investor in Kat Direksyon Wines through their equity crowdfunding campaign, you can learn more about that at wefunder.com/katdireksyonwinery. Additionally, there is a GoFundMe campaign for those who wish to support the business through donations, available at gofund.me/e1c50270.

Cheers to Marcus Hammonds and the pioneering spirit of Kat Direksyon Wines! 🍷

Because Diversity is the taste of life®!

Remember to enjoy responsibly.