February isn’t just for Valentine’s Day cards, candy, and (of course) bubbly. It’s also Black History Month, when we recognize the contributions of Black Americans and celebrate their legacies as an integral part of our history and culture.
It’s no secret that the alcoholic beverage industry has work to do when it comes to diversity. The vast majority of brands you see in store or on menus skew heavily towards white, male producers and business owners. According to the Terroir Noir: 2020 Study of Black Wine Entrepreneurs, Black-owned wineries account for less than 1 percent of all U.S. wineries, while Black people typically make up more than 10 percent of American wine consumers.
But that doesn’t mean there aren’t incredible Black producers, business owners, mixologists, and more bringing top-notch products and expertise to the market—all while working to combat conventional norms and move the industry towards greater inclusion and diversity.
And despite being chronically underrepresented (and underestimated), Black-owned beverage brands have been growing and thriving, even amidst the unprecedented economic challenges of the last few years. Part of this success might be due to consumers’ ongoing effort to support Black-owned businesses. According to a poll by Collage Group, 67% of participants said they support Black-owned businesses during Black History Month.
This growth shouldn’t be a surprise. Today’s consumers are more diverse than ever, both demographically and in their tastes.
Offering authentic, versatile options reflective of the customers themselves is essential for any on- or off-premise business to be successful, not just with individual market segments, but their customer base overall. It’s worth noting that Black Americans tend to have a higher on-premise visitation frequency compared to the average US consumer, and they are willing to pay more for higher quality drinks, according to CGA by NielsenIQ. They gravitate toward the spirit category over others and are more likely to consume alcohol to celebrate, chill out, or have a treat than the average US consumer.
Here are a few ways you can support Black-owned businesses during Black History Month and year-round:
Educate yourself, your team, and your customers on the Black-owned brands. But don’t just stop at the names. Dig into the products, processes, and—most importantly—the stories behind the brands and their creators.
- Dedicate shelf or menu space to Black-owned brands.
- Intentionally and strategically market these brands (think featured cocktails, tailored wine lists, dedicated tastings, etc.).
- Interact with and highlight these brands on social media (liking, sharing, and posting go a long way).
With these ideas in mind, here are just a few Black-owned brands we recommend to get you started.
Cincoro
A passion project of former basketball player Michael Jordan and four NBA owners, Cincoro is the result of a mid-dinner brainstorm back in July of 2016, when Jordan met up with Emilia Fazzalari and Wyc Grousbeck of the Celtics, Jeanie Buss of the Lakers, and Wes Edens of the Bucks. The brand has centered its mission on meet the growing demand for ultra-premium tequila, hand-selecting mature 100% Tequilana Blue Weber agaves from Jalisco’s Highlands and Lowlands. Even the name Cincoro – blending “cinco” for five and “oro” for gold – points to this preoccupation with quality.
Last year, the company announced that professional tennis powerhouse Serena Williams joined Cincoro as a co-owner.
"Cincoro has always been special to me because of the authentic friendships we've established around enjoying Cincoro and spending time together, designing it, experiencing it, and tasting it. We are constantly striving for greatness," said Jordan in a press release.
D'USSÉ
Created by Shawn “Jay-Z” Carter and cellar master Michel Casavecchia, D'USSÉ Cognac is meticulously crafted at 200-year-old Château de Cognac, one of the oldest Cognac houses in France. Casavecchia, one of the world’s greatest authorities on Cognac, has been curating spirits for more than two decades in this legendary space.
The company says it “works to transcend cognac as we know it,” so it comes as no surprise that it also embraces tech innovations, demonstrated by “The Set,” an augmented (AR) experience in collaboration with Grammy-winning producer Hit-Boy unveiled at the end of last year.
"Growing D'USSÉ over the past decade from an idea to one of the fastest-selling spirits in history has been a blessing,” JAY-Z said in a press release.
Gin & Juice by Dre & Snoop
Bursting onto the ready-to-drink scene, Gin & Juice by Dre & Snoop capitalizes on the cultural cachet of the hit 1993 song of the same name. Much like they did in their music careers, these two intrepid hip-hop stars won instant fans with the 2024 launch of an RTD gin-based cocktail. In fact, the drink won two Gold and two Silver awards in the ready-to-drink category at the Los Angeles International Spirit Awards and also took two Silver and two Gold honors at the San Francisco Ready-To-Drink Competition.
“Together, we always try to create magic, we’re having fun being creative, and everything about this product is really us,” says Dr. Dre at dreandsnoop.com. “There’s passion behind it, and friendship and love and a culture. We’re shooting to make everything we do magnificent, and fortunately, most of the time we hit the target.”
Explore Gin & Juice by Dr. Dre & Snoop
Gentleman's Cut
Basketball star Stephen Curry is the high-profile name behind Gentleman’s Cut Bourbon, launched in 2023 to much fanfare. Distilled in 500-gallon copper pot stills, then aged for 5-7 years in charred new white oak barrels at a facility in Boone County, Kentucky, this bourbon “delivers a seamless sip of honey, fresh vanilla bean, and rich caramel on the palate,” according to Curry.
The athlete-turned-entrepreneur was inspired to create the brand to honor the closeness and tradition he shared with his father Dell Curry, also a basketball star.
“Gentleman’s Cut has always been at the forefront of celebratory moments for Stephen and our family,” Dell Curry told Whiskey Advocate. “To be able to release a limited-edition bourbon inspired by our time in the NBA is a blessing.”
Sun Goddess
Add passionate wine taster to the long list of accomplishments of singer, songwriter, and actress Mary J. Blige.
“I have always been particularly fond of white wines that demonstrate freshness, minerality, and purity,” said Blige, whose passion led her to collaborate with Italian winemaker Marco Fantinel to create Sun Goddess. This fledgling wine brand currently produces Pinot Grigio, Sauvignon Blanc, prosecco, and Merlot. All it took was a tour of the Fantinel Winery in northeast Italy to convince Blige that the partnership would be a fruitful one.
“After walking through the vineyards and tasting with the Fantinel family, I felt extremely connected to the place, and more importantly, the people.”
These are just a sampling of Black-owned brands available on Proof. Use the diverse-owned brands search filter to discover more products available in your market.
