We’re all for smashing stereotypes, and bourbon is no exception. Contrary to popular belief, a growing number of African-Americans love the drink, Clay Risen of the New York Times reports.
Although three-quarters of U.S. bourbon fans are white, big producers like Diageo see a gap in what they call the multicultural market. However, black devotees of the premium stuff complain that distillers still snub their community.
The man behind Jack Daniel’s
As Risen points out, the bourbon industry has had some atoning to do, given the racist history of its marketing efforts. Brands still focus on white consumers, but one that aims to be more inclusive—and give African-Americans their due—is Uncle Nearest, launched three years ago by author Fawn Weaver. Its namesake: former slave Nathan (Nearest) Green, the first master distiller for Jack Daniel’s. Enough said.🥃