Fawn Weaver, who started the Black-owned spirits company Uncle Nearest, has a message for Brown-Forman, the parent company of Jack Daniel’s, which recently decided to step back from its commitments to diversity, equity, and inclusion (DEI): Look to the legacy of the liquor pioneer who passed away in 1911.

“The real Jack Daniel serves as an example of the DEI principles we need today,” she stated.

In the 1800s, a young Jack Daniel met a formerly enslaved individual named Nathan “Nearest” Green, who had mastered the technique of filtering whiskey with charcoal. Green taught Daniel the art of whiskey distillation, which led to the creation of one of the most recognized brands in the world.

For years, Jack Daniel’s parent company ignored Green’s contributions until Weaver, an accomplished author and entrepreneur, took it upon herself to recover his overlooked legacy. By researching archives and engaging with Green’s descendants, she reconstructed forgotten aspects of this remarkable partnership that flourished in the post-Civil War South.

During this journey, Weaver not only highlighted Green’s history but also established Uncle Nearest Premium Whiskey and published a bestseller earlier this year about Green’s remarkable story.

After Brown-Forman announced its decision to halt its goals for workplace and supplier diversity as well as stop tying executive pay to DEI progress, Weaver was inundated with interview requests. She responded with an op-ed published in Time magazine.

“Jack Daniel didn’t wait for requirements to treat everyone fairly,” she wrote. “His distillery was diverse long before any laws mandated it.”

Uncle Nearest’s founder addresses Jack Daniel’s DEI controversy

Following last year’s Supreme Court ruling that prohibited affirmative action in colleges, conservative activists have been targeting DEI initiatives in the corporate world, launching numerous legal challenges alleging that white Americans are being overlooked in hiring and promotions to favor candidates of color.

This surge in conservative pressure is influencing significant change. Programs that were once specifically for underrepresented groups are now being opened to all. Many companies have begun removing references to diversity objectives from shareholder reports, and some even label DEI initiatives as a “risk factor” in official filings.

Fear of boycotts has also emerged as a strong deterrent. Robby Starbuck, the latest anti-DEI activist to make headlines, pressures companies by raising awareness on his X platform, which has over 600,000 followers.

In response to scrutiny from Starbuck, Brown-Forman made various adjustments, mirroring changes made by other firms such as Lowe’s, John Deere, and Harley-Davidson.

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Weaver believes the discussion surrounding DEI in America is currently broken and urgently needs repair.

“In today’s DEI conversations, it feels as though we are losing sight of the true issue. It shouldn’t be a matter of ‘either/or’—it’s about ‘and,’” Weaver expressed in Time. “Women and people of color represent 70% of the population, and they are critical to the workforce. However, we don’t seek special favors; we demand equality—equal pay and equal access to opportunities.”

Enhancing diversity in the spirits industry: ‘We need more Uncle Nearests’

Weaver has long prioritized achieving gender and racial equality in the alcohol industry, which is a trillion-dollar market traditionally led by influential white men.

According to McKinsey’s 2020 Women in the Workplace report, women held only 21% of top executive positions in the alcohol sector in 2020.

While Black Americans constitute 12% of consumers, their representation in executive roles is just 2%, and they account for only 7.8% of the workforce, as per research from Pronghorn, which aims to elevate opportunities for Black leaders and entrepreneurs.

The traditional narrative surrounding American whiskey falsely implies it has always been a white-dominated industry, ignoring the significant contributions of enslaved individuals, many of whom brought their expertise from Africa and played crucial roles in its development. Weaver has sought solutions to rectify this disparity.

“We need more Uncle Nearests in the industry. How can we create more Uncle Nearests? The key is to ensure that emerging Black brands have access to the resources they require,” Weaver shared with The Spirits Business in 2020.

As leading companies across the nation made commitments to diversity initiatives, In response to racial equity issues that emerged after George Floyd’s murder in 2020, Weaver collaborated with Brown-Forman to support the development of new Black entrepreneurs aiming to find their footing in an industry that has historically overlooked the contributions of Black distillers and brands.

Chris Montana was one of the advocates who encouraged Weaver and Brown-Forman to launch the Nearest & Jack Advancement Initiative. Reflecting on his start in 2013, Montana recalls how challenging it was to secure funding. He stated, “I couldn’t raise a dime.”

“A big part of that was not having connections to those with money. Banks were unwilling to support us, which was understandable since I certainly didn’t match the typical profile of someone starting a brewery or distillery,” Montano shared. He left his legal career two years later to dedicate himself fully to the distillery he co-founded in Minneapolis with his wife, Shanelle Montana.

As the leader of Du Nord Social Spirits, one of the few Black-owned distilleries in the U.S., Montana often found himself as the only Black individual present in various settings. He credits initiatives like Uncle Nearest for the increasing number of Black-owned brands and distillers. He notes that whereas there were only a few such ventures a decade ago, there are now many.

Despite his disappointment with Brown-Forman’s decision to respond to activist pressures, Montana expresses understanding. “This situation draws negative attention, and while some individuals excel at inciting fear and outrage, it doesn’t overshadow the progress we’ve made,” he commented.

Consider the example of Kevin Larkai and Monté Burrow, co-founders of Blackleaf Organic Vodka.

Burrow, who has experience with the spirits company Diageo, and Larkai, who comes from a finance background, have developed a premium organic vodka created through traditional copper-pot distillation in Cognac, France. Their award-winning vodka led them to be included in last year’s Nearest & Jack Advancement Initiative business incubator.

Industry leaders, including Brown-Forman, assisted the duo in establishing connections with distributors and crafting innovative marketing strategies – one example being a classic French martini featuring their vodka and Brown-Forman’s Chambord black raspberry liqueur during the Summer Olympics.

“Programs like these are essential as they connect people with the right networks and equip them with necessary resources,” Larkai stated.

As they work to dismantle barriers, the founders of Blackleaf aspire to illuminate pathways for others.

“We aim to demonstrate that we can establish the next leading brands,” Larkai expressed.

Could Jack Daniel’s DEI Retreat Impact Black Entrepreneurs?

Brown-Forman has not provided details on whether its DEI retreat will influence the Nearest & Jack Advancement Initiative. Weaver told YSL News that she has not been briefed on any changes, and she opted not to discuss the initiative further.

In her op-ed for Time, Weaver commented, “Most critics of DEI programs are not against diversity, equity, or inclusion. Their concern lies with the current framing of DEI initiatives. The real question is: how do we rectify historical injustices without creating new ones?”

Weaver also urged Americans to reflect on the current status of women and Black individuals in a country that champions equal opportunity.

On average, women in the U.S. earn 82 cents for every dollar earned by men, while Black workers earn only 76 cents, and Black women fare even worse at 64 cents.

“Perhaps certain existing programs are not the solution, but what is?” she questioned. “Failing to address that could lead us back to a time when inequality was the norm.”

To grasp the backlash against DEI, America needs a more inclusive perception of those left behind by economic advances, Weaver suggests.

Currently, one in five Black Americans live in poverty, a figure disproportionately represented in the U.S. population, yet there are also 15 million white Americans living in poverty.

“In our discussions about DEI, we must broaden the conversation to incorporate socioeconomic status and location,” she asserted. “Genuine diversity and equity should encompass a wider concept of inclusion that recognizes those facing challenges regardless of their race.”