top of page

#MindfulIndulgence

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.

Gold glitter background with the hashtag "#MindfulIndulgence" written in elegant black script.

Léoniea

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.

A Venn diagram with overlapping circles titled "Supporting Ethical Businesses," "Prioritizing Sustainability," and the intersection labeled "Making Informed Decisions," set in red and gold tones.

Leoniea

The Problem with 

Traditional Wine Advertising

Excessive Consumption

40,000+

ads per year on social media platforms 

Source.

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.

A man slumped over a bar counter with a glass of red wine in hand, surrounded by wine bottles, conveying exhaustion or overindulgence.
A humorous image of a woman drinking from a comically oversized wine glass, captioned "Mommy's just going to have one glass," displayed on a laptop screen.

Gender Stereotypes

$ 7.7 b

Alcohol ad spending 2023

Source.

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

1%

Black-Owned US wineries

Source.

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.

A woman holding a glass of rosé wine, set against a blurred green background, with the title "Uncorking Diversity: The Influence of Women of Color in the Wine World" overlayed in white text.
Two men in a wine cellar tasting red wine from glasses, standing beside wine barrels, deeply engrossed in their evaluation.

Ageism

15%

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

Léoniea

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

Health Benefits

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

Mental Well-Being

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

Positive Impact

Every ethical purchase contributes to a better world.

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

-Anon

Déesse du Vin

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.

Economy

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

Society

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.

Environment

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

#MindfulIndulgence

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

A lineup of five Léoniea Domaines wine bottles with the tagline "Taste Our Award-Winning Reds" and "Manhattan Tasting Room Coming Soon!" on a black background, featuring the Luxury Lifestyle Awards Winner badge.

A Community of Connoisseurs and Enthusiasts.

Your Invitation Awaits.

bottom of page