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Devin: What is your superpower?
Lindsey: I'm really good at figuring things out. And so that's something that has served me well, both in my past corporate life and then also in running a business. I think that being a good problem solver will take you far because there's only so much information you can actually know.
On today’s episode of Superpowers for Good, I had the privilege of sitting down with Lindsey Williams, the founder and winemaker of the Urban Wine Co. Lindsey shared the inspiring story of how she’s transforming the wine industry, particularly in the South, by introducing diversity and a fresh approach to winemaking.
Lindsey didn’t take the traditional route to becoming a winemaker. Starting her career as a lawyer and then transitioning to investment banking, she learned firsthand how to handle high-stakes transactions. But a trip to Tuscany sparked her love for winemaking, and that passion evolved into a full-fledged business.
Urban Wine Co. isn’t just another winery. Lindsey imports grapes from renowned wine regions like California and Oregon and even from overseas, but the magic happens locally in the Carolinas. “We’re making our wines here locally, and we’re spreading diversity wherever we go,” Lindsey told me during the interview. She explained that her goal is to make the wine world more accessible to people from all walks of life, introducing wine to new communities that might not typically engage with it.
Her ambition doesn’t stop at making wine approachable—she’s aiming to scale the business dramatically. Urban Wine Co. has already secured a partnership with Target, bringing their wines to 44 stores. Lindsey sees this as just the beginning, with a vision to grow the company into a multi-million dollar business.
I was inspired by Lindsey’s dedication to continuous learning, diversity, and growth. Her journey from corporate America to winemaking is a testament to what can happen when passion meets perseverance.
The Urban Wine Company is raising capital from the crowd via Wefunder. I encourage you to visit the site to learn more.
tl;dr:
Introduction to the Guest and Business: Lindsey Williams, founder and CEO of Urban Wine Company, discusses her unique winery concept in the South, where they import grapes and use modern fermentation techniques. Her mission is to diversify the wine world and make it more accessible.
Innovative Wine Production: Urban Wine Company imports grapes from various regions, including California, Oregon, and overseas. They’re working on producing North Carolina-grown wines, with their process taking place locally in the Lake Norman area.
Lindsey’s Background and Transition: Lindsey, a former J.P. Morgan investment banker and lawyer, became passionate about wine during her travels. She studied winemaking and transitioned into the industry, eventually founding Urban Wine Company.
Business Growth and Scaling: The company started small but gained popularity, now partnering with Target for a 44-store deal. They’re raising funds to expand production and distribution.
Entrepreneurship and Problem-Solving: Lindsey shares advice for entrepreneurs, emphasizing the importance of learning, problem-solving, and adapting, particularly during challenging times like the COVID-19 pandemic.
How to Develop Problem-Solving As a Superpower
Lindsey’s superpower is her ability to solve problems, a skill she developed during her corporate career, and that has been crucial in her entrepreneurial journey. Her approach to problem-solving has helped her navigate challenges ranging from regulatory issues in the wine industry to the everyday tasks of running a business.
Lindsey shared how, early in her business journey, she faced the sudden closure of her wine-tasting room due to COVID-19. At the time, her business relied entirely on in-person sales. With no prior experience in online sales, she quickly learned the legal and technical requirements for selling wine online in North Carolina. By working with a vendor to meet compliance standards, Lindsey successfully transitioned her business to online sales, allowing her to continue serving customers during the shutdown.
Tips for Developing the Superpower:
Learn as much as you can: Every new problem is an opportunity to become an expert. Immerse yourself in the issue, whether it's marketing, sales, or regulatory compliance.
Write things down: Organize your thoughts by writing them down, using lists, sticky notes, or vision boards to map out potential solutions.
Prioritize issues: Focus on the most critical problems first and consider what you can control.
Get everything out in the open: Use tools like whiteboards to visualize all possible solutions before determining your approach.
By following Lindsey’s example and advice, you can make problem-solving a skill. With practice and effort, you could make it a superpower that enables you to do more good in the world.
Remember, however, that research into success suggests that building on your own superpowers is more important than creating new ones or overcoming weaknesses. You do you!
Guest Profile
Lindsey Williams (she/her):
Founder & Winemaker, The Urban Wine Co.
About The Urban Wine Co.: The Urban Wine Co. is the first urban winery in the Charlotte regional area and was started out of the desire to bring approachable, affordable and locally made wine options to the Carolinas.
Website: www.theurbanwineco.com
X/Twitter Handle: @theurbanwineco
Company Facebook Page: fb.com/theurbanwineco
Other URL: wefunder.com/urbanwinellc
Biographical Information: 18+ years of corporate legal and finance experience at companies like JPMorgan and Wells Fargo. Lindsey led teams, oversaw operations, and closed deals exceeding $833 million. Level 1 Sommelier and Winemaker, JD and BA from The Ohio State University.
Linkedin: linkedin.com/in/lindsey-williams-a199736/
Instagram Handle: @theurbanwineco
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How Lindsey Williams Is Making Wine More Approachable for Everyone