How to build a unique whisky brand

Since 2017 Fawn Weaver has been building a new global whisky brand from Tennessee in the US, called Uncle Nearest. It stands out because it is inspired by the first known African American master distiller, Nathan “Nearest” Green. He was a former slave who worked very closely with Jack Daniel. It’s a story that fascinated Weaver when she first learned about it in 2016, so much so that she relocated from Los Angeles to Tennessee with her husband to learn more about the Green family – and ultimately launch a new spirits brand.

That brand hit annual revenues of $100m in 2022. She is something of a trailblazer herself, as a woman of colour leading a major spirits company. She discusses her business journey - from leaving home at age 15 in Los Angeles to the strategies that helped her create a successful challenger brand, in an industry notoriously difficult to break into…