Abisola Abidemi

Founder, Abisola Whiskey

GNP: Since launching Abisola Whiskey in May 2021, what have you grown to appreciate even more about the whiskey industry as a whole?

AA: I’ve appreciated quite a few things in the whiskey industry, starting with other founders and owners of brands who have made this a worthwhile journey with their comradery. They provide insight, share failures and successes, and are just there to be able to vent, which can be an incredible help in a business that can consistently feel sequestered. I deeply appreciate the consumers I meet, learn from, and enjoy glasses of Abisola Whiskey with. 

GNP: Whiskey trends come and go. What do you foresee as becoming the next big thing in whiskey innovation?

AA: I’ve already been seeing whiskey brands create their own RTDs, which I think will be more of a focal point going forward for the whiskey industry. Remember, this ever-changing landscape now includes a younger generation that indulges in specialty cocktails. It’s an opportunity to introduce consumers to new cocktails while inspiring them to create their own cocktails at home with a brand’s whiskey. So, I can see established brands getting into RTDs more to engage with a new audience and up-and-coming brands using RTDs as an outlet to attract a whole new generation [of consumer]. Also, with more consumers focused on making healthier choices, brands have the chance to be transparent about ingredients in their RTDs to make consumers feel better about choosing them and potentially becoming loyal to that brand. I think that’s an exciting way to keep things fresh, come up with new things, and have everyone in on the creativity while still giving credit to incredible bartenders who lead that charge for cocktail innovation.

GNP: Last year, Deloitte released the results of a study featuring women respondents who worked in the alcohol beverage industry between October and December 2022. Only 1 in 10 women working in the alcohol beverage industry believe there has been a significant positive change toward women overall in the last five years. Even still, 76 per cent percent of women working in the beverage alcohol industry would encourage other women to pursue a career in the sector.  With these stats in mind, in what ways have you witnessed the whiskey world evolve? 

AA: The fact that there are growing percentages of women in the industry is an example of the whiskey world evolving. I believe that with this whiskey world that has been male dominated for so long, we’re now seeing a renaissance of women in the whiskey industry creating their own tables and inviting other women along for the journey. One of the reasons for creating Abisola Whiskey is that women make up almost 40 per cent of whiskey drinkers, a vast difference from the 1990s when we only made up about 15 per cent. We’re entering the C-suites of legacy brands, becoming master distillers, educating ourselves and others on the whiskey world, and creating brands that represent all these changes in an industry. It may not feel like this big change, but women in the spirits industry are making their mark. They’re changing how others see and do things, and we keep inviting and inspiring more of us to do the same.

Andrea D Meriwether

Brand Strategy and Innovation Consultant

GNP: You’ve tasted almost every facet of the whiskey industry, from bartending to brand strategizing to event curation. How have you evolved as an innovator in this industry?

AM: I’ve evolved as an industry strategist due to my network, industry insight, and tech knowledge of how American whiskey has grown through the destination sector. I have witnessed the impact of the booming socio-economic and workforce development in my hometown of Louisville, from jobs to entrepreneurship. The hospitality community has directly contributed to its continuous exponential growth both nationally
and globally.

GNP: With your heavy creative strategy and trend forecasting background, what do you think is next in whiskey?

AM: There will be more brand experiential development because whiskey is being introduced through so many avenues, but the communities and events are making the product and lifestyle more accessible to the curious, and I love that for removing the barriers that whiskey can only be enjoyed by affluent consumers or those with a specific discretionary income. The festival space and consumer-facing opportunities will continue to grow as consumers explore and discover their tastes and, most of all, connect to affinity communities that can support and encourage them along their journey. More whiskey-inspired travel and lifestyle are on the horizon, from merchandise to curated experiences by influencer talent, transportation companies, and beyond. In the age of digital, you can explore tasting notes on apps and find coveted bottles for your collection. Again, influencers are making the American whiskey movement more human centered. 

GNP: In a study conducted by OurWhisky Foundation last year, only 16 per cent of respondents said women are fairly represented in whiskey advertisements and marketing, and only 10 per cent said women are fairly represented by the media. How can the whiskey world be more supportive of women in the industry?

AM: Amplifying women’s talent in this industry is so key – letting them share their narratives and encouraging them to operate in their brilliance. In data that I’ve constantly reviewed, women are driving the purchasing power in the household; this is particularly true for black women due to their education and economic status, and if the spirits industry wants to tap into these audiences, they have to make space, develop relationships, and let women know they are welcome. The ROI — return on inclusion — is endless.

Tracie Franklin

Spirits Educator and Founder of Get Spirited Consulting

GNP: In 2020, you were awarded a distiller apprenticeship through the Nearest & Jack Advancement Initiative. Even before that milestone, you worked as the brand ambassador for Glenfiddich for four years. You’ve also worked with Angel’s Envy, Ardbeg, Johnnie Walker, Hudson Whiskey, and many other notable brands. How has your expertise grown over the last five years?

TF: While with Glenfiddich, I was given numerous opportunities to work in the distillery, cooperage, and lab. I absolutely fell in love with the production side of the industry, and I pursued that knowledge during my apprenticeship. I worked at distilleries all over the USA, learning from the operators, blenders, distillers, lab techs, and maintenance technicians. I attended conferences and classes about beer, spirits, wine, and ethanol in order to learn. After earning numerous certifications and titles, I pushed myself and earned a diploma in distillation from the Institute of Brewing and Distilling. My knowledge has grown exponentially and has allowed me to share an incredible amount of information, but I also realize there is no end to this educational journey. 

GNP: In your opinion, what’s next in the whiskey world through production techniques, experimentation, or even within the event space?

TF: I am extremely excited to see some of the production influences on whiskey from other spirits’ traditions, such as slow proofing or bacteria in fermentation. It’s also great to see farmers get some shine from grain-to-glass distillers. 

GNP: In the ever-evolving whiskey industry, how are you hoping to achieve your
future goals?

TF: My goals are simple, and I rely on my passion and drive. My goal is to create a more inclusive, supportive, and flavorful whiskey industry. I hope to inspire young professionals to pursue careers in this industry by providing approachable educational and mentoring opportunities. The visibility I’ve gained from my ambassador work allows me to change the perceptions around whiskey. My work with smaller brands can help expand our whiskey culture. As the industry changes, I will adjust, but I will never stop working to make whiskey more colorful in all ways!

Kelci Koonce

Head Tour Guide, Kings County Distillery

GNP: You came from a family that created their own moonshine. So, was a career in whiskey inevitable? When did you become the Kings County Distillery’s head guide, and how has working with the distillery boosted your knowledge?

KK: Making moonshine was a craft done by very few in my family. It was a hobby, not a family business or anything remotely large produced, and it created joy. Knowing that skill exists within my lineage and the celebration of moonshine makes me feel planted in the whiskey industry. The ancestors passed me the baton. I was promoted to head tour guide in 2021, and working at Kings County Distillery has given me an even deeper appreciation of the fermentation process and the art of blending. With American blended whiskey on the rise, trying new products and knowing what I’ve experienced makes the tasting experience much more meaningful. 

GNP: You get to experience all the inner workings of distillery life — from the distilling process to the importance of barrels. I love how inventive the whiskey industry has become within the past five years. So, from your perspective, what’s next in the whiskey world?

KK: The great part about craft whiskey distilleries is the unique experimenting. Seeing more craft distilleries experiment with heritage grains, especially barley varieties, excites me for the future whiskey world. It’s a great time for American single malt whiskey, and I’m very interested in seeing how that spirit blossoms. 

GNP: What’s next for Kelci in whiskey?

KK: I have no idea. All I know is that I want to continue to educate people about whiskey. However, now, my mission is to find new ways to get Empire Rye whiskey highlighted and celebrated in more spaces within NYC. Rye whiskey has a special history in New York State and an incredible story. I love it when I can bring conversations back to the grains, and New York State grows some of the most beautiful rye grains, which really stand out in the whiskey. Kings County Distillery produces outstanding rye whiskey. Drinking it onsite with all the rich whiskey history at the Brooklyn Navy Yard makes it a one-of-a-kind tasting experience. It deserves to be a staple within NYC spirits, and I’m doing all I can to [make that happen].

Nicole Young

Co-Founder and CEO, Frisky Whiskey

GNP: You’re credited as the only black female owner of a flavored whiskey brand, which is incredible! What has been the most invaluable lesson you’ve learned as an entrepreneur and as one of only a handful of accomplished black women in the whiskey industry?

NY: The most invaluable lesson I’ve learned as an entrepreneur is the importance of turning strangers into supporters.  As humans, we tend to look inward and in the direction of the people closest to us for support, especially when embarking on a new venture. But to make strides in any business, especially the whiskey business, it takes the support of all kinds of strangers. The ability to impress upon them professionally and on a personal level has been one of my biggest assets. From the many people that make up my brand’s supply chain to the individuals on the distributor, sales, and retail levels to the consumers who spend their hard-earned dollars purchasing my product or ordering it off of menus, there are countless strangers that I’m required to connect and build relationships with in order to build and grow Frisky Whiskey. Moving with the intention of securing those allegiances is always the goal and, frankly, has to be prioritized above playing to the friends and family crowd in your existing front row.

GNP: Ultimately, what is your purpose and mission throughout your journey with Frisky Whiskey?

NY: Co-founding a history-making product like Frisky Whiskey, the opportunity to galvanize future black women with aspirations in spirits, the pleasure of collaborating with my partner and long-time friend James Landis, and the ability to have something to remind my son (when he’s older) that I’m not completely uncool — those make up my collective [reasons] why.

GNP: From your wisdom as a recipe developer and trailblazer, what do you foresee as the next big thing in whiskey?

NY: I foresee the alcohol-removed trend in whiskey taking an even bigger shape. The unique and groundbreaking extraction processes that brands like Spiritless implement to create full-bodied, zero-proof whiskey alternatives are incredible. I’ve tried a few impressive alcohol-removed whiskeys and am excited to see where the innovations take us next. I also expect the popularity of Frisky’s flavor to inspire brands to explore the natural ingredients approach to flavored whiskey. Our blend (powered by 100 per cent pure caramel and natural vanilla) proves that artificial ingredients may be easier to source but don’t deliver an easier-to-drink whiskey.