One of my favorite parts of working in wine is the people I meet along the way — women whose stories remind me that wine is never just what’s in the glass. It’s a reflection of who we are, where we come from, and the change we hope to spark in the world.
Susana Cueva Drumwright is one of those women. As CEO and co-founder of Vida Valiente Winery and Foundation, she’s built something far bigger than a wine label. Her work blends the beauty of Napa Valley with a bold mission: to open doors for first-generation, low-income college students, giving them not just financial support but mentorship, community, and the belief that they belong.
The daughter of Guatemalan and Mexican immigrants, Susana’s own journey was shaped by grit, resilience, and a deep desire to pay it forward. Today, that spirit infuses everything she does — from creating a world-class Cabernet Sauvignon to raising millions in scholarships that are rewriting students’ futures.
In our conversation, Susana shares how her roots guide her leadership, why she believes wine can be a catalyst for change, and how Vida Valiente is building something truly transformative — one bottle and one student at a time.
Your journey from a first-generation daughter of Guatemalan and Mexican immigrants to a Napa Valley vintner and CEO is incredibly inspiring. Was there a particular moment or experience that first sparked your passion for wine or philanthropy?
Thank you! Now that I am fortunate enough to be in this position, this path feels like it was always meant to be part of my journey. My husband introduced me to the wine business, and I saw an opportunity to use wine as a vehicle for a cause that’s very dear to me–supporting low income and first generation college students. My drive and commitment to growth, both as an individual and as a leader, is deeply rooted in my humble beginnings. I am very proud to be a Latina in the wine industry with a deep desire to supports others who grew up in similar circumstances.
My path has been shaped by several pivotal moments, all centered around three key influences: my family who instilled core values; unlikely mentors who believed in my potential; and now, the young people in our Vida Valiente Foundation. These remarkable students remind me daily that even during challenging, chaotic, and divided times, they are capable of developing into the strong, capable, and empathetic leaders our world desperately needs.
What drew you to the wine industry, and did you always envision yourself in this space?
I was fortunate to be initially immersed in the wine industry through my husband, Hayes, who has been in the business for over a decade as a co-founder of Memento Mori Winery. Having a front-row seat to his journey taught me invaluable lessons about the industry while fostering my deep connection with the land and people of Napa Valley.
The Napa Valley is truly special—home to individuals across all sectors of the industry who aren’t just experts in their fields but are deeply committed to preserving what makes this region extraordinary. The ethos of respecting both the land and its inhabitants is ever-present here, aligning seamlessly with my personal values and our vision for our wineries.
Vida Valiente’s mission is deeply personal and impactful. What inspired you to create a winery that directly supports first-generation, low-income college students?
Growing up as a first generation American, also the first in my family to attend a 4-year university, I was always deeply inspired by my parents’ pursuit of the American Dream. From their humble beginnings in Latin America to embarking on a path of resilience and grit toward their dreams in the United States, I wanted so deeply to make them proud. I also felt a deep desire to someday be in a position where I could pay it forward and help students who grew up like me and faced similar circumstances as the first in their families to embark on a path toward higher education. In 2019 my husband and I, along with our friends Sam and Nancy Kaplan, started our family wine brand, Vida Valiente (which translates to “valiant life”). Shortly after, I founded the Vida Valiente Foundation, alongside my husband Hayes, where I am also the CEO. It was truly a dream to be able to combine our passion for fine wine with our mission at the foundation, which is to uplift first generation, low-income college students, with both financial and mentorship support, for the 4 years of their undergraduate studies at Stanford.
$100 from each bottle of The Movement goes directly toward scholarships. Can you share a memorable success story from one of the students supported by Vida Valiente?
There are countless stories of success and perseverance among our Vida Valiente scholars, and I’m deeply inspired by each student in our program. When selecting candidates, we look for three core traits: grit, authenticity, and potential.
One young woman particularly exemplifies these qualities. While in high school, she took AP classes and graduated with top honors, all while helping raise her younger siblings as her single mother worked several jobs to make ends meet. Through extraordinary determination and hard work, she earned acceptance to Stanford. Currently, she’s interning in Washington DC with Congresswoman Sydney Kamlager-Dove for the summer. Beyond her academic and professional achievements, she’s a bright light with a heart of gold. We feel tremendously fortunate to have her in our program.
What are some of the biggest challenges facing first-generation college students today, and how is Vida Valiente working to address them?
First-generation, low-income college students face numerous challenges. Strikingly, 90% of these students in the United States take over 6 years to graduate, and 33% drop out after just three years. Between managing full course loads, working necessary jobs, lacking visible role models, and navigating the overwhelming experience of leaving home for the first time, it’s remarkable that even 10% succeed.
Our Vida Valiente Scholars represent the exceptional few—the “1% of the 1%”—who have gained admission to Stanford, one of the nation’s most selective universities, despite these obstacles. Yet they continue to face significant hurdles, including imposter syndrome—the persistent inability to believe their success is deserved or legitimately achieved through their own efforts and skills. Many also struggle with guilt about leaving home, especially when they previously served as caretakers for siblings or contributed significantly to their families’ finances.
Through our program, we aim to alleviate some of these financial concerns while providing last-dollar scholarships and consistent mentorship throughout their college careers, supporting them as they navigate these challenging circumstances.
The wine industry has historically lacked diversity, especially in leadership roles. What changes would you like to see, and what steps can the industry take to become more inclusive?
While the wine industry has historically lacked diversity in leadership roles, I do feel that the tides are changing to create more inclusivity where women and people of color can thrive. I think that giving underrepresented people more growth opportunities, training, and mentorship can help people navigate and grow in a very tangible way.
What advice do you have for women, especially women of color, looking to break into the wine world?
Like many industries, the wine world is intricate and multifaceted. For women and anyone interested in breaking into wine, I recommend first identifying where your unique skill sets and growth aspirations set you apart. Don’t hesitate to put yourself out there—reach out to industry professionals who inspire you, pursue educational courses aligned with your goals, and approach the journey with both humility and determination.
Your starting point may seem unconventional, but you can only determine if adjustments are needed once you’ve begun. Remember that taking that first step is often the most crucial part of your journey.
Vida Valiente’s flagship wine, The Movement, is crafted by 100-point winemaker Sam Kaplan. Can you share what makes this wine special and what it represents?
Sam Kaplan is one of the most respected and sought after winemakers in the Napa Valley. The Movement is 100% Cabernet Sauvignon and is also our signature blend, combining the best fruit from each of our vineyard sources to be married beautifully in one bottle. One unique aspect of this bottling is that Sam first creates The Movement before working on the single vineyard designate bolltings. Proceeds from The Movement are also a major contributor to the Vida Valiente Foundation. For each bottle of The Movement sold, $100 goes directly to the Foundation to support our scholars. Our hope is that it becomes a self-sustaining model that outlives us and continues to support so many deserving students.
If you could describe The Movement in three words, what would they be?
Elegant, complex, and powerful.
Learn more about Vida Valiente and buy wine here: https://vidavalientewinery.com/