A Tasting Scene That Sets the Tone

It starts with a pour. In a warmly lit after-work lounge, a bartender slides a heavy glass across the bar. The bourbon swirls in the light — deep amber, almost bronze — before meeting the lips of a customer who’s no stranger to premium spirits. The verdict comes in the form of a slow nod and a satisfied grin. This is no corporate blend; it’s the work of a Black-owned distillery whose name is beginning to echo far beyond its hometown. Every sip carries flavor and legacy, a quiet revolution unfolding one glass at a time.

Market Growth and Industry Momentum

The U.S. spirits industry generates over $37 billion annually, yet Black-owned labels have historically captured only a sliver of that share. Still, demand is rising — especially among millennials and Gen Z — who value authentic stories and diverse ownership. Brands are leveraging direct-to-consumer channels, boutique retail partnerships, and social media to bypass the old-school gatekeepers. The shift is undeniable: though the playing field remains uneven, it's beginning to tilt. 

Heritage & Storytelling as a Differentiator

For many Black-owned liquor and wine companies, the label is only the beginning — each bottle conveys a deeper narrative. A whiskey might honor a freedman distiller’s legacy in the post-Civil-War South; a wine might draw lineage from ancestral vineyards in California and New Zealand. These aren’t marketing hooks — they're authentic stories that transform every sip into a cultural experience, creating brand loyalty that money alone can’t buy.

The Leaders: Brand Spotlights

• Uncle Nearest Premium Whiskey — Launched in 2017 and named after Nathan “Nearest” Green, the first known African-American master distiller, this brand has become the fastest-growing whiskey in the U.S. and is regarded as the most successful Black-owned distillery globally. It reached $100 million in sales by October 2022 and achieved distribution in all 50 U.S. states and 12 countries by 2019. The brand has collected more than 715 gold-level awards, including 123 “Best in Class” medals, Spirit Brand of the Year honors, and top distinctions from the Ultimate Spirits Challenge and Whisky Magazine. Victoria Eady Butler—descendant of Nearest Green—became the first African-American woman master blender, winning Master Blender of the Year awards in 2021 and 2022. In addition, the brand co-founded initiatives like the Nearest & Jack Advancement Initiative and established a $50 million Uncle Nearest Venture Fund to support minority-owned spirits businesses.

• McBride Sisters Wine Company — Founded in 2005 by sisters Robin and Andréa McBride, this firm is now the largest Black-owned wine company in the U.S. by volume. Their portfolio spans accessible canned wines (e.g., eco.love, SHE CAN) and the aspirational Black Girl Magic labels, sourcing from both California’s Central Coast and New Zealand. In the 12 months up to October 2020, they sold about 35,000 cases, generating $5.43 million in sales. Their SHE CAN line supports women—especially women of color—through a professional development fund that has distributed over $3 million and backs viticulture and enology education.

• Ten To One Rum — Founded in 2019 by Trinidadian entrepreneur Marc Farrell, with singer Ciara joining as investor, co-owner, and director in 2021, this Caribbean rum brand has made a swift impact. It is now available in nearly 5,000 establishments, with bottles priced between $33 and $65. Ten To One has been widely awarded: its Caribbean White Rum earned Best in Class recognition at the 2023 San Francisco World Spirits Competition, while multiple expressions—Caribbean White, Guyanese Dark, and Caribbean Dark Rum—won Gold medals and high scores (90–91 points) at the 2024 Bartender Spirits Awards. Its Black History Month Artist Edition also earned a Bronze medal (79 points). Earlier, its Dark Rum secured a Double Gold Medal and 97 points at the 2020 Proof Awards, plus a Gold at The Rum Masters in 2021. Efficiency and storytelling have propelled the brand’s growth—notably Farrell leveraged lessons learned as a Starbucks VP and gained capital investment from Pronghorn as part of a landmark initiative to boost Black-owned spirits brands.

• HH Bespoke Spirits — Launched in 2018 by Harlem Haberdashery, this line of rum, gin, and vodka is as much about style as it is about flavor. The packaging is striking enough to double as décor, and the spirits themselves are praised for their balance and craftsmanship. The gin, in particular, is juniper-forward with American botanicals such as lavender, rosehip, beach plum, and cranberry — a botanical twist on the London dry style, bottled at 80 proof. HH Bespoke has earned coverage and acclaim from outlets like Black Enterprise, Delish, Forbes, The New York Times, and Distiller.

These brands prove that quality, culture, and craftsmanship can thrive—and lead—in an increasingly competitive market.

Cultural & Economic Significance

Supporting Black-owned spirits and wines isn’t just about enjoying a drink — it’s about shifting economic power and representation. These brands hire locally, partner with Black farmers and artisans, and reinvest within marginalized communities. In leisure spaces historically lacking Black ownership, placing one of these bottles on the back bar sends a clear message: excellence is diverse, and culture belongs on the top shelf.

Closing Call-to-Action

Here’s your challenge: the next time you stock your bar, choose at least one Black-owned brand. Don’t view it as a trend—it’s a meaningful shift in taste, culture, and impact. Your next favorite bottle might be the one you haven’t tried yet — smooth, intentional, and rich with history.