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Bloom Beautifully.
Join leading brands in creating one of the country's premier luxury food, wine, and cultural experiences during Juneteenth weekend in Napa Valley.
June 16–20, 2027
What Napa 2026 proved
Where the first-year impact landed
The Napa Kickoff · 2026
Actress Tamera Mowry-Housley, her husband, winemaker Adam Housley, and Mayor Scott Sedgley joined Founder Chef Mimi to celebrate the kickoff of BFWE26 NAPA. The Mayor gave the opening statement, hosted the opening celebration and presented a key to the city.
BLOOM 2027 · Pre-registration insights
August 5–October 16, 2026. After removing repeat email registrations, the export records strong interest in full-festival access, brunch and chef-led dining.
5,144 submissions · 389 repeat submissions removed · 322 past BFWE attendees (6.8%). Pre-registration intent is not ticket sales or confirmed attendance. Distinct emails are a proxy for registrants, not verified individuals.
Multiple selections allowed; shares use 4,755 distinct-email records and do not total 100%. Combined wellness interest: 1,252 (26.3%), counted once per record. Options may have changed during registration, so rates are not a controlled comparison or evidence of demand for specific talent.
Instagram and referrals account for 73.4% of registrations. Press or Media is a self-reported discovery channel, not a measure of media reach or impressions. Shares may vary slightly due to rounding.
Highlighted: the ten leading states explicitly identified in the export. City-only entries were not assigned a state by inference.
2,915 of 3,868 identifiable U.S. state or D.C. records; 887 remaining locations require standardization or international classification. This is not the share of all registrants or confirmed travelers.
4,132 registrants (86.9%) expect to purchase at least two tickets. Minimum ticket interest assigns three tickets to “3–4” and five to “5+.” Travel parties may overlap; 11,615 is not a verified unique-guest count.
BFWE27 Pre Registration Analysis, based on the October 16, 2026 export. Emails were trimmed and lowercased; the latest dated submission per email was retained. Ties retain the first record because no submission time is available. Blank consent fields were not counted as opt-ins.
Source: BFWE27_Pre-Registration2026-10-16_21_28_16.xlsx, Sheet1. This is a dated export, not a live count. It does not establish 25,000 pre-registrants or age, income, gender or spending profiles. Historical 2026 festival results and separately cited industry research are distinct from these figures.
The market behind the room
spent by Black travelers in the US in 2023
“That is not a niche audience. That is a significant economic force.”
Chef Mimi in Forbes, June 2026, “How Juneteenth Is Becoming A Black Food And Wine Travel Season In Napa.” 2023 spending and trip figures from MMGY, as cited by Forbes.
What shapes where they travel
Our audience
BLOOM is built for this traveler: a luxury food, wine and cultural experience that brings valuable tourism spending to Napa Valley.
Reference: “U.S. Black Travelers Are Now a $145 Billion Market,” TravelAge West, February 26, 2025, reporting research from MMGY Travel Intelligence, Black Travel Alliance and the National Coalition of Black Meeting Professionals. Read the report coverage
In Good Company
Trusted by leading brands across luxury, wine, spirits, technology and hospitality.
Bedrock Realty
Bedrock Realty has opened its landmark properties to BLOOM — hosting experiences inside buildings many guests had walked past for years, and turning them into spaces of celebration and belonging.
Selected past partners of The Black Food & Wine Experience
Press and media
Forbes
Noel Burgess · June 8, 2026 · Updated June 18, 2026
Forbes explores how Chef Mimi and the Black Food & Wine Experience are bringing culture-led travel to Napa Valley — connecting guests with Black chefs, winemakers, and the region’s hospitality community.
Photos from the BFWE collection.
2026 Media Partners
Featured coverage
What Partners & Guests Say
City leaders, brand partners and the guests who came — in their own words.
In a city rich with culinary, hospitality and beverage offerings, the Black Food & Wine Experience series is a welcome celebration of Black culture and expertise. Chef Mimi brings culinary excellence, entrepreneurship and unique opportunities for all Detroiters to connect, share and savor the diverse flavors of the African Diaspora.
Nadia Sesay
Chief Community Growth & Development Officer, Bedrock
Official event press release
BFWE has hosted events inside Bedrock properties — opening doors in buildings many guests had walked past for years.
Partner
The Hon. Scott Sedgley
Mayor, City of Napa
June 14, 2026
“The community Napa is looking forward to welcoming the 9th annual Black Food and Wine Experience. The sky is blue, the air clear and the weather will be perfect. Downtown Napa is abuzz. Locals and visitors openly share key core values, respect, acceptance and kindness while enjoying fine wine and food, art and entertainment in a laidback environment. Cheers to a memorable experience.”
Partner
Mark Johnson
Treasury Wine Estates
2024
“TWE's involvement in the Black Food & Wine Experience reflects its dedication to celebrating Black excellence and supporting diversity, underpinned by a structured IE&D policy and ERG programs.”
Guest
Event Attendee
Atmosphere
“The mix of culture, food, and local businesses made it an unforgettable experience.”
Partner
Cliché Wynter-Mayo
Director, Sponsor & Affiliate Content
iOne Digital
“It was a pleasure to come on as a sponsor and I’d be honored to keep on supporting.”
Guest
Event Attendee
Venue Accessibility
BFWE event inside a Bedrock property
“One attendee mentioned she passes the building daily and never felt invited, she was in awe of the space, the skylights and the beauty.”
BLOOM: Where Black Joy Flourishes
Opening day · Wednesday, June 16
Learn. Connect. Grow. BLOOM. The week opens with chefs, winemakers and technology leaders sharing access to information, people, resources and opportunity.
Signature event · Thursday, June 17
A three-course dinner with wine and cocktails, rolling through the vineyards, dressed for Harlem Nights, with sounds curated by Milan Williams.
Four sponsorships on this train
Friday, June 18
Wine. Fire. Beauty. Freedom.
A gathering dressed in every shade of red—from ruby and scarlet to garnet, burgundy, and deep merlot. Inspired by the richness of wine, the warmth of fire, and the enduring strength of Black people, this celebration brings vintage glamour and ageless beauty into the present.
We honor the gatherer who nourishes community, the hunter who moves with purpose, and the generations whose courage made room for our freedom. We come together to celebrate abundance, belonging, and the beauty of being fully ourselves.
The main event · Saturday, June 19 · Juneteenth
The night the whole week builds to. Chefs, winemakers and guests come together for an evening of tasting, music and style.
Where a sponsor shows up
Sunday, June 20
Two events bringing people together. The festival closes with brunch among the vines and a morning given to wellness.
BLOOM Partner · Presented Experience
Sanaa Lathan is an acclaimed actress, director, and producer whose celebrated career spans film, television, and theater. Beloved for her iconic performances in Love & Basketball, The Best Man, Brown Sugar, and Nappily Ever After, she has earned both Tony and Emmy Award nominations for her work.
A graduate of the Yale School of Drama, Lathan made her feature directorial debut with Paramount Pictures’ On the Come Up, which premiered at the Toronto International Film Festival. Her recent work includes Succession and The Supremes at Earl’s All-You-Can-Eat, with upcoming projects Blue Butterfly and Tilt.
Beyond entertainment, Lathan is the founder of BluBell, a wellness and lifestyle platform born from her lifelong curiosity about personal growth and her passion for sharing simple tools that help people live happier, healthier, more fulfilling lives.
With a letter of intent in place, BLOOM is seeking a presenting partner to bring this special experience to life.
Connect your brand with guests through a curated conversation, nourishing cuisine and meaningful connection. We will tailor the partnership to your company’s goals, with investment based on the agreed experience and benefits.
Participation is subject to a fully executed agreement and secured sponsorship.
Co-Presented Partnership
For nearly a decade, Black Menswear — led by NeAndre, Chief Executive Officer — has documented, celebrated and gathered Black men worldwide through culture, conversation, leadership, wellness and brotherhood, sharing stories that push back on stereotypes on The Check-In, on the REVOLT Podcast Network. BLOOM brings food, wine and culture enthusiasts; Black Menswear brings a mostly male, professional audience aged 25–44. One partnership reaches the whole household, in the room and across both audiences online.
Forbes Top 100 · Wine Enthusiast Top 40 · 2 Telly Awards · Beacons 2024 Top Creator Agencies
1M+
Community members
20M+
Social views in 2025
5,000+
Men gathered at FlashMobs
24
Cities · 6 countries · 3 continents
$1.6T in annual buying power held by Black men, who over-index in travel, spirits, automotive, financial services, grooming and luxury.
BLOOM’s leading identifiable out-of-state registration markets include Texas 433 · Florida 284 · Georgia 282 · Maryland 202 · North Carolina 171 · Illinois 154. Black Menswear also leads in New York, Philadelphia and Los Angeles.
BLOOM state counts from the October 16, 2026 export, using explicit state entries—not flight bookings or city counts. Black Menswear figures as reported by Black Menswear. Buying-power data from McKinsey, Nielsen and Brookings, as cited by Black Menswear.
Wed 16 · BLOOM Summit
The Check-In recorded live from the Summit stage.
Thu 17 · BLOOM Aboard
Black Menswear sets the men’s style for Harlem Nights aboard the Wine Train.
Fri 18 · BLOOM Together
Red, Rooted & Fire — the BLOOM FlashMob among vintage cars, in every shade of red. The most shareable night of the week, and the one a partner can own.
Sat 19 · BLOOM Grand Tasting
Black Menswear creators film Juneteenth, the main event.
Sun 20 · BLOOM Brunch & Pour Into You
A men’s wellness conversation on brotherhood, health and leadership.
Photo courtesy of Black Menswear
All week, both teams produce an episodic content series from BLOOM — and your brand keeps running on each audience after the week ends.
93.4%
of BLOOM distinct-email registrants explicitly opted into email updates
13K+
Black Menswear email subscribers
Woodford Reserve
29M+ organic impressions · 99.5% positive sentiment · Brown-Forman Program of the Year
Infiniti
31% click-through rate on 10.5M impressions
SheaMoisture
2024 Webby Award winner · 100% positive sentiment
Tequila Herradura
~600K organic views from 10 national creators
Campaign results as reported by Black Menswear. Also trusted by IHG Hotels & Resorts, The Coca-Cola Company, Unilever and Frito-Lay.
Co-Presented Partner — In development
One partner per category across all five days and both audiences — spirits, wine & champagne, automotive, payments, airline & hotel, grooming, luxury & apparel, wellness and technology. A partnership can begin at BLOOM and continue across Black Menswear’s national calendar, from InvestFest and CBC Weekend to CultureCon, Art Basel, NBA All-Star and BET Experience.
Curated Corporate Experiences
Bring your clients, teams and special guests together through food, wine, culture and connection. Hosted for your group during BFWE27 BLOOM, June 16–20, 2027, options include:
Each experience can be tailored to your objectives, group size and budget, with opportunities for co-branding and storytelling.
Experiences are subject to venue and talent availability. Sanaa Lathan’s participation is subject to final agreements and sponsorship.
BLOOM with a Purpose
Straps Over Straps reduces gun violence through basketball, mentorship and positive community connection. It gives young people a safe place to build confidence, develop skills and choose a future beyond violence.
Our why
Health and nutrition are a big part of our why. We offer physical activity and healthy eating, and a way to connect the community with police officers.
Our founding family has been struck by gun violence. That is why this work matters so much to the movement.
Straps Over Straps is a 501(c)(3) nonprofit organization, with fiscal sponsorship through Innovative Futures. It was founded in 2021 by Chef Mimi and her husband.
A part of the proceeds from BLOOM goes to reducing gun violence within underserved communities.
Watch the film · opens on YouTubeStraps Over StrapsWhere it started
Chef Mimi started the festival in 2016 as a fundraiser. Her events have since hosted 25,000 guests.
“We belong in conversations about luxury, hospitality, wine, and culinary excellence because we’ve always been part of the story.”Chef Aminah “Mimi” Robinson-Briscoe
About the founder
I wanted to bring people together—to feel welcomed, appreciated, and proud of who we are. Ten years ago, that vision became the Black Food & Wine Experience.
BLOOM celebrates everything we have built together: five days in Napa Valley filled with food, wine, music, wellness, style, and meaningful connection.
We also care for the places that welcome us. With the support of our friend Julia Collins and Planet FWD, we have reduced waste and adopted more sustainable practices.
I put my heart into this experience. I want you to feel seen, discover something new, and leave with a connection that stays with you.
With love,
Chef Mimi
Partnership Opportunities
One festival-wide Title Partner, a presenting partner for each signature event, and focused ways to own an experience, a moment, or a pour.
Five levels, one clear set of benefits. Every level includes brand presence, hospitality and a post-event impact report.
$500K–$1M
1 available
Title partner of the 10th annual festival. Your name travels with BLOOM across all five days.
$250,000
2 available
Own your category for the week and name one signature event.
$150,000
4 available
A leading presence at one signature event, with hospitality for clients.
$75,000
6 available
A visible place in the week, a tasting table and hosted guests.
$50,000
8 available
Brand presence and hospitality at the Grand Tasting.
| Benefit | Presenting | Platinum | Gold | Silver | Supporting |
|---|---|---|---|---|---|
| Naming & Exclusivity | |||||
| Title billing | “BLOOM presented by [Your Brand]” all five days | — | — | — | — |
| Category exclusivity | All five days | All five days | At one signature event | — | — |
| Signature event | Your choice, named for your brand | One event named for your brand | Co-presenting credit at one event | — | — |
| First right of refusal for 2028 | ✓ | ✓ | ✓ | — | — |
| Hospitality | |||||
| Five-day BLOOM passes | 40 | 20 | 12 | 8 | 4 |
| BLOOM Aboard dinner seats | 16 | 8 | 4 | 2 | — |
| Hosted experience with Chef Mimi | Private dinner for up to 20 | Private tasting for up to 12 | Preferred booking | Preferred booking | — |
| On Site | |||||
| Grand Tasting presence | Anchor position, custom build-out | Premium BLOOM activation | Enhanced build-out | Tasting table | Tasting table |
| BLOOM Summit | Opening remarks and a track to lead | A track to lead | A speaker seat | — | — |
| Remarks from the stage | Grand Tasting and your named event | Your named event | — | — | — |
| Product in guest gifting | ✓ | ✓ | ✓ | ✓ | — |
| Brand & Media | |||||
| Logo placement | Top billing on website, tickets, signage | Premier | Prominent | Standard | Listed |
| Email to the pre-registered audience | 2 dedicated | 1 dedicated | Shared feature | Shared feature | — |
| Social features | 6 | 4 | 3 | 2 | 1 |
| BLOOM Passport | Official Passport category | Featured partner | Listing | Listing | Listing |
| Named in official press releases | ✓ | ✓ | ✓ | — | — |
| Content & Reporting | |||||
| Recap film | Custom brand cut | Featured segment | Logo credit | Logo credit | — |
| Photography | Dedicated shoot with usage rights | Licensed selects | Licensed selects | Event gallery | Event gallery |
| Post-event impact report | Custom, with audience data | Custom | Standard | Standard | Standard |
| Straps Over Straps recognition | ✓ | ✓ | ✓ | ✓ | ✓ |
Category partnerships, one partner each: Payments · Airline · Hotel & Hospitality · Wine, Spirits & Champagne · Transportation · Wellness · Technology · Media.
Own a Moment
Put your name on one experience. Each includes naming of that moment, on-site signage, tickets to the event, a social feature and a place in the post-event report.
BLOOM Summit · June 16
BLOOM Aboard · June 17
BLOOM Together · June 18
BLOOM Grand Tasting · June 19
Sunday · June 20
All week
Passes, activation space and content are assigned per package.
One partner per category, at any level above.
VIP accommodations, lounges, and concierge programming.
Featured pours across tastings, dinners, and the closing brunch.
Morning rituals, spa, and restorative programming.
Power the guest experience through technology.
Hair, makeup, and grooming moments across receptions and press.
The sound of BLOOM — live sets, the concert, and DJ programming.
Support local artists, nonprofits, and cultural programming.
Power seamless guest payments and checkout across the week.
Official airline of the BLOOM fly-in, with welcome-moment branding.
Move guests across Napa Valley — shuttles, drivers and guest logistics.
Coverage and storytelling across press and the festival's official channels.
Bring Napa's culinary talent to the table.
Serve your dishes at the BLOOM Grand Tasting — plus guest plates across the weekend's tastings, dinners, and closing brunch. Selected partners receive a stipend to offset food and staffing; tell us what you'd serve and what you'd need.
The entry point — open to wineries, restaurants, hotels, bars and more.
Your wine or spirit poured for guests at the BLOOM Aboard Wine Train dinner.
List your venue on the BLOOM Passport — guests discover BLOOM all week and book self-guided visits directly with you. Open to wineries, restaurants, hotel partners, bars, lounges, beauty, fashion, novelty and more.
Pour at the BLOOM Grand Tasting. You receive a tasting table, ice, and space to display and pour wine for your brand. Enhanced build-out $1,200–$1,500; premium activation $2,500–$5,000+. Passport + Grand Tasting together: $1,000.
Founding rate for a BLOOM Passport partner listing or a Grand Tasting tasting table — take both for $1,000.
Partnership Inquiry
Official Application
BFWE27 BLOOM | Sponsor & Partner Application
Complete the ApplicationPrefer a tailored partnership? Share your objectives for a proposal built around your brand.
Request a Custom ProposalQuestions or updates? Email info@blackfoodwineexperience.com.
Public relations · Tabnie Dozier, Tabnie Dozier Enterprises, LLC · 775-558-9399
Produced by Chef Mimi and the BFWE Team