Surrounded by the majesty of North Carolina’s flora and fauna, Charles Dick (HCB, ’16) realized how he wanted to give back to the world. Dick had already begun his entrepreneurial journey in the wine business when this outdoor trek in his home state inspired him to create a wine company with a purpose beyond profit: to donate a portion of sales to wildlife conservation. His company, Give Back Wine Group, was officially incorporated a few months later in early 2022. Dick, who graduated from the University of Tennessee, Knoxville, Haslam College of Business with a bachelor’s in supply chain management and marketing and an international business concentration, serves as the co-founder and CEO while his business partner, Jonathan Campbell, serves as co-founder and CFO. The group currently has one wine brand — theoleo, named for President Theodore Roosevelt and American conservationist Aldo Leopold.
A Legacy of Volunteer Sprit and Philanthropy
Dick’s drive is deeply rooted in a strong family tradition of academic excellence and philanthropy. Coming from a long line of UT alumni — his grandfather was named the Volunteer of the Year in 2003 — the values of education, hard work, the Volunteer Spirit and giving back to the community were instilled in him from an early age. These values were further shaped by his family’s history of philanthropic entrepreneurship. His grandfather, James A. Dick, purchased a Knoxville AM radio station, transforming it into the country music giant WIVK FM, one of several stations in his radio portfolio. Philanthropically, he procured the historic Tennessee Theatre when it was at risk of demolition, ultimately turning it over to the Historic Tennessee Theatre Foundation to be restored and enjoyed for generations to come. Additionally, he and his wife founded Knoxville’s Joy of Music School. Embracing this legacy, Dick is now expanding upon it through his own business ventures.
Dick’s approach to business is heavily influenced by his desire to create a positive impact. He is driven by the goal of not just achieving personal success, but also contributing to the greater good. “From day one of starting any of my own companies, it’s been a focus of mine: how do we better the future and how do we make sure that we can find a way to incorporate more people and build community around something?” he says. With Give Back Wine Group, Dick’s impact reflects the diverse connections people have with wildlife and nature, which inspire his entrepreneurial pursuits.
“I’ve been amazed with the number of people that connect to wildlife in a different way than I do,” he observes.
His ventures go beyond wine; they embody a broader vision of creating employment opportunities, making a significant difference in the world and continuing the legacies of environmental stewards like Leopold and Roosevelt.
“It’s bigger than just being wine,” he explains. “It’s about that longer-term picture of employing more people, making a bigger difference in the world and bettering the world while leaving a lasting legacy and reconnecting people with nature.”
Preparation at Haslam Sets the Stage for Success
Dick’s experience as a Haslam undergraduate prepared him well for his role as a wine entrepreneur. He began his academic path as a business analytics and statistics major. After consulting with an advisor, he discovered a better fit in supply chain management and marketing.
“He told me a little about the supply chain program, and I was like, ‘That is so me,’” Dick recalls.
Dick also discovered that embracing unexpected opportunities was crucial. Studying abroad in Italy and Australia and participating in Gallo Winery’s leadership development program proved to be particularly impactful experiences. Further, the support he received from his teachers was a constant throughout his academic career. This support taught him valuable lessons about networking and the deeper connections that can be made.
“I learned that there’s always an opportunity even when you’re not looking for it,” he notes, adding, “I continued to find myself having the support from teachers. I learned that networking and connecting with somebody on a deeper level goes so much further and provides so much more opportunity.”
What Vols Do
Upon graduation from Haslam, Dick went to work with Gallo Winery — a turning point in his life that led him to the beverage industry and away from careers he previously considered. After four years with the company, he felt inspired to pursue new opportunities for making an even greater impact.
Give Back Wine Group’s first wine brand, theoleo, fully took shape after Dick’s epiphanic nature trek, and its mission to help wildlife conservation through wine sales was solidified. According to Dick, such philanthropy is missing in the current market.
“There aren’t many wine companies giving back 365 days a year,” he says. “I feel like for my generation and a lot of other people, it’s important to relate to something and it have more purpose than just be a product. Other industries have done a great job of incorporating that, while the wine industry only had a couple of players in that national market.”
For Dick, however, making a difference with wine sales transcends gaining industry recognition — it’s what Vols do.
“We are willing to step out there and volunteer and give more than we have of our own to protect things for good,” he says.
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CONTACT:
Leah McAmis, senior editor, leah@utk.edu
