The all-female leadership team at Uncle Nearest Premium Whiskey includes Chief Business Officer Katharine Jenkins ( second from left ) and Founder Fawn Weaver ( center ).
THE BRANDS BEHIND
BY KYLE SWARTZ
Meaningful Change
The recent , much-needed emphasis on diversity , equity and inclusion ( DEI ) in the beverage alcohol industry is reflected by the rise of successful brands with diverse ownership . Gradually , industry leaders represent a broader range of cultures , ethnicities and backgrounds . This is important for many reasons . For far too long , representation among minority groups in the upper management of alcohol companies has remained sparse . Equal opportunity has not always been afforded to everybody . And minority members may not believe they belong in the C-suite when they don ’ t see others like them represented there . Another crucial reason for DEI is economical . “ If you just do the math , and see that the future of the world is becoming more diverse , then you know you need to attract that kind of audience ,” says Dia Simms . Previously the president of Combs Enterprises , Simms is now CEO of Lobos 1707 tequila and mezcal , a brand whose investors include LeBron James , Maverick Carter and Draymond Green .
Simms is also cofounder of Pronghorn , a stand-alone business that ’ s dedicated to cultivating the next generation of diverse founders , executive leaders and entrepreneurs in the alcohol industry .
“ If you understand where the world is going , then you know that diversity has got
Pronghorn Cofounder and Lobos 1707 Tequila & Mezcal CEO Dia Simms .
to be greater everywhere , from behind the bar to who ’ s sitting on the barstool to up in the board room , in order for the industry to be effective ,” Simms says . “ It ’ s just good business , I can ’ t say it enough : DEI is mission critical to growing the industry .”
MEANINGFUL MOVES Pronghorn launched in 2021 to help address DEI issues , with Diageo as the anchor investor .
According to Pronghorn research , while Black Americans represent 12 % of alcohol consumers across categories , they make up just 7.8 % of the sector ’ s labor force , and 2 % of executives in the industry . To address these gaps , Pronghorn seeks commitments from suppliers , distributors and retailers to fill 1,800 roles within the industry during the next 10 years . This also speaks to a primary issue at hand with DEI . It ’ s one thing for a company to market or post on social media about supporting minority groups . And it is an easy win for that company to hire a DEI specialist to check off that box for their staff . But making a quantifiable , meaningful difference is another thing entirely .
“ Pronghorn is meant to be a modern solution to solving the challenge ,” Simms says . “ Corporations know how many people they need to add to reach that [ 12 %] number . This is about putting your money
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