When Jackie Summers launched Sorel Liqueur in 2011, he was the first Black person in the U.S. to hold a license to make liquor. “The entry to market is designed to be almost impenetrable,” he says. hereandnow
Do you know where your wine comes from? What about your beer or liquor?
It’s difficult for people of color to get started in the alcohol industry because gaining funding for your brand is all about who you know, Summers says. “Just yesterday I had someone in my tasting room, and I'm welcoming them and I'm talking about the wines,” she says, “and one of the folks in that party just says, 'Oh, like what do you do, assist the winemaker here?' ”
Alcohol companies that already have a Black audience need to use those faces in their marketing and advertising, Frichette says. Doing so will help acclimate people to the idea that Black people are leaders in this industry, which will help create a pathway for representation, Summers adds. That’s because Black people don’t have the privilege of thinking their accomplishments are exceptional, he says. He points to the example of his father, a pianist who played with Louis Armstrong, Duke Ellington and others.
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