While Black Americans represent 12% of consumers across the U.S. beverage alcohol category, in 2020, less than 1% of the wine and spirits business represented Black ownership in the United States. These statistics go to show that the industry has a long way to go, and there are some amazing founders already bridging the gaps and paving the way for others.
In celebration of Black History Month, we featured some of these founders on our social media. We asked them each one question we believe could be influential for other aspiring founders to hear. Here are their responses:
What are some of the obstacles you or other diverse brand owners have faced in the industry? And what have you done or encouraged others to do when faced with these kinds of obstacles?
“As the first black woman to have ownership in and lead a tequila brand, there have been several obstacles that I and other minority owners have had to overcome. Several examples of these challenges are lack of funding for emerging/small spirit brands, which affects inventory, logistics, hiring challenges and more. Obstacles and challenges will always arise, but how you handle them can make or break your business. I always encourage others to take a minute to step back, analyze the situation, adjust, and take action to resolve the issue. It is extremely important to me to make sure that I am helping to inspire minority owners to create and execute whatever vision they have for their business. By facing obstacles head on and not being deterred by them, I believe minority owners can continue to thrive in business and create legacies for their families.”
– Nayana Ferguson, Co-Founder of Anteel Tequila
What advice do you have for other diverse-owned brands looking to fill gaps in the industry?
“As a brand committed to addressing gaps in the industry through culturally relevant wine craftsmanship, we’ve learned a few key lessons that we believe could benefit other diverse-owned brands. Firstly, focus on authenticity and differentiation. Your brand story should resonate with your target audience and highlight what makes your products truly unique. Quality should always be a top priority; ensure that your offerings not only meet but exceed expectations. Remember, consumers are willing to pay for value and authenticity. Secondly, streamline your partnerships with distributors. Make it easy for them to understand the benefits of working with your brand, whether it’s through clear ROI projections, robust sales support, or other incentives. The easier you make it for distributors to see the value in your partnership, the more likely they are to collaborate with you. By following these principles, diverse-owned brands can carve out their space in the industry and thrive.”
-Terrence Low, Co-Founder of Michael Lavelle Wines
What is your best piece of advice for Black-owned brands in their beginning stages?
“You have to be delusionally optimistic to bring your dreams, vision and mission to life. It’s not an easy road, it’s not an overnight success, it’s days, months and maybe even years of questioning what you’re doing and whether you should be doing it at all. But if you maintain that delusion, maintain a sense of optimism, that’ll give you the tools you need to overcome any setbacks that you may endure. And as you endure, you’ll be one step closer to making those dreams come true.”
-Abisola Abidemi, Founder of Abisola Whiskey
With the end of Black History Month here, MHW wanted to provide some resources for diverse-owned and diverse-led brands.
MHW is proud to partner with Diverse Powered Brands™, the premier centralized B2B global marketplace created with the goal of connecting diverse suppliers with buyers, wholesalers, and supplier diversity managers across the industry. Diverse suppliers include BIPOC (Black, Indigenous, People of Color), Disabled, LGBTQIA+, Veteran, and Women. Qualifying suppliers are companies that are diverse-owned, brands that are diverse-led, and/or brands that are diverse-made.
You can read the FAQs for more info about qualifications and watch a demo. We are happy to be partners with such an innovative organization. As a supplier partner, MHW clients can receive 10% off subscription pricing by using promo code “EAMHW23″. Learn more below or contact the Diverse Powered Brands™ team through email here.
We also recommend checking out our partner, Pronghorn, a company dedicated to cultivating the next generation of Black founders, executive leaders, and entrepreneurs in the industry. Their mission is to cultivate Black wealth and representation in the spirits industry, by listing hiring roles to drive diversity to organizations.
Finally, MHW recently produced a podcast episode featuring Deborah Brenner, Founder & CEO of Women of the Vine & Spirits and Diverse Powered Brands™, and Chrishon Lampley, Founder of Love Cork Screw, where they discussed their journeys through the alcohol industry, and gave advice to diverse brand owners and people interested in breaking into the industry. You can listen to that conversation here or wherever you get your podcasts.
We hope the stories of some of our diverse founders and partners will inspire you as much as they’ve inspired us, and we encourage you to utilize these resources to help make change and bridge gaps in the industry.