Bronconess wine brand grows philanthropic impact

Sylvan Benton and Tyler Earnst

Students operating the Bronconess wine brand through the Haworth College of Business’s Center for Principled Leadership and Business Strategy have raised more than $35,000 for student scholarships. 

Launched during WMU’s Homecoming in 2019, Bronconess employs a philanthropic enterprise model, and the student team behind the brand has proven the concept that alumni and community members will embrace a great product with a great mission—helping current students attain their educational goals.

This year, the student team has partnered with St. Julian, Michigan's largest vineyard. This partnership aims to maintain brand momentum and ensure future scholarship funding through the release of a new product, Bronconess peach bubbly sparkling wine. The wine’s tropical passion fruit and peach juices blend together to pack a celebratory flavor. They also continue to sell their three initial products, white blend, red blend and Cabernet Sauvignon, in a variety of stores including Harding’s, Meijer and Trader Joe’s.

The name of the wine derives from how students working on the project envision the identity of WMU students and alumni. “Bronconess is about a mindset of courage and enthusiasm in challenging situations,” says Sylvan Benton, student team leader.

The success of the initiative is in the mutual benefit it creates for all stakeholders. “The Center for Principled Leadership and Business Strategy believes that the path to purpose and profit is found in creating value for others. It's a great feeling to work on a brand with the goal of supporting students that exemplify servant leadership," says Tyler Earnst, student team leader. 

Bronconess offers students critical experience in everything from logistics, to collaboration, to marketing, and that ensures preparation for the job market. 

“In the leadership and business strategy program, we say experience is our best teacher,” says Dr. Derrick McIver, associate professor of management and co-director of the Center for Principled Leadership and Business Strategy. “Bronconess provides a special opportunity for our students to learn by running a real wine brand. And when their learning benefits future students, the learning becomes that much more memorable and impactful.” 

The Bronconess team hopes to substantially grow its philanthropic impact with your help. Check out places where you can buy Bronconess products.