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Mindful Indulgence is about making choices that are both ethical and sustainable. It's about considering the impact of our purchases on the environment, society, and our health.


Key principles of conscious consumption include:

Below are examples of TOXIC Traditional Wine Advertising. These stereotypes can be harmful, reinforcing narrow and often negative perceptions. It's important for the wine industry to move towards more inclusive, responsible, and realistic advertising.


The Problem with 

Traditional Wine Advertising

Excessive Consumption


ads per year on social media platforms 

Many wine advertisements glamorize the idea of drinking large amounts of wine, often portraying it as a sign of sophistication or a necessary component of a good time. This can contribute to unhealthy drinking habits and normalize excessive alcohol consumption.

Gender Stereotypes

$ 7.7 b

Alcohol ad spending 2023

Wine advertisements often target women, particularly middle-aged women, with the stereotype of the "wine mom." This stereotype suggests that women, and especially mothers, need wine to cope with stress, which can trivialize the realities of alcohol dependency and mental health issues (Source). On the other hand, men are often portrayed as connoisseurs or collectors, reinforcing the idea that men should be knowledgeable about wine, while women are just consumer

Racial Stereotyping

& Underrepresentation


Black-Owned US wineries

Certain types of wine or wine-drinking behaviors can be racially stereotyped. For example, sweet or fruit wines are sometimes associated with Black consumers, reinforcing harmful stereotypes. (Source), which furthers underrepresentation in the Industry. The wine industry has a significant lack of diversity, with few winemakers, sommeliers, and wine business owners being people of color. This lack of representation can reinforce the idea that the wine industry is a white-dominated field.



Ages 21-30 are regular wine drinkers

Wine is often marketed as a drink for older, more mature audiences, reinforcing the stereotype that younger people can't appreciate or enjoy wine. This can exclude younger consumers and perpetuate ageist attitudes


Our Responsibility and Commitment

We are taking concrete steps to promote conscious consumption and mindful indulgence:

We use sustainable farming methods to grow our grapes.

We ensure fair working conditions for all our employees.

We are ethical in our marketing practices.

Taste Our Award-Winning Reds (3).png

Growing Beyond The Vines

Consuming consciously often means choosing organic and natural products, which are better for our health.

Health Benefits

Making ethical choices can lead to a sense of fulfillment and happiness.

Mental Well-Being

Every ethical purchase contributes to a better world.

Positive Impact
"Wine, a gentle reminder to pause, breathe, and appreciate."

Deesse du Vin is a community of women in the wine industry, dedicated to providing support, networking, and empowerment. Our goal is to create a space where women can connect, collaborate, and grow together.

Déesse du Vin

We believe that true sustainability is achieved when a company creates long-term value for its customers, employees, and suppliers—and the environment.


We're building an increasingly innovative community that helps us communicate responsible consumption. As well as taking the next step to support Women, company and community-wide.


We have made it our mission to identify and mitigate the current and future negative environmental impacts associated with our ability to produce the product you love


We operate in the language of #MindfulIndulgence . It means enjoying treats or indulgences mindfully and intentionally, savoring the experience, being present in the moment, and making choices that are both ethical and sustainable.


Léoniea Société

Graphic of leoniea domaines award winning red wines. Bottles are lined up with a golden ribbon under them. The words to the right of the screen read Manhattan Tasting Room Coming Soon. To the right of the screen is the words Luxury Lifestyle Awards Winner.

A Community of Connoisseurs and Enthusiasts.

Your Invitation Awaits.

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