Charlottesville, VA – Matt Harmon, the CEO of Harmony Wine and a local resident, has dedicated the last five years to making wine more accessible and less intimidating. Recently, he was featured in the Virginia Tourism Corporation’s video series “Heart & Soul,” which aims to shed light on the rich Black culture in Virginia.
Since launching Harmony Wine in 2020, Harmon has positioned himself as a top wine authority in the state. He also curates wine tours in the Charlottesville-Albemarle region.
The “Heart & Soul” campaign started in 2021, after research indicated that Black travelers need to see inclusive and welcoming representations in their travel destinations. The campaign highlights various influential figures across Virginia who can connect with these travelers through personalized city guides.
For the recent video series, Harmon was chosen to represent Charlottesville due to his deep community roots, with his family having been based there for over a century. His favorite local spots include Crush Pad, The Alley Light, and the sushi restaurant Ten, each known for offering quality wine and dining experiences.
Harmon also highlighted unique local destinations, such as the IX Art Park, which fosters creativity and has been significant for local artists, himself included. He expressed a personal connection to the area’s history, emphasizing the importance of celebrating both past and present Black culture in Charlottesville, which inspired him to start his business.
Mickens, the campaign’s creative lead, echoed this sentiment, underlining the need to move beyond traditional narratives associated with Virginia’s history. The campaign aims to showcase a vibrant present-day culture and ongoing contributions from the Black community.
You can watch the “Heart and Soul” video tours for free on the Virginia is for Lovers YouTube channel.
