Walk into any liquor store in America and you will see celebrity names on bottles everywhere. From hip-hop moguls to athletes to actors, the spirits industry has become a magnet for celebrity partnerships. But here is the question most consumers never think to ask: who actually owns the bottle in your hand?
The answer matters more than you might think, especially if you are a consumer who wants to support Black-owned businesses. The difference between a Black-owned brand and a Black-endorsed brand is the difference between your dollars circulating in Black communities or flowing to multinational conglomerates.
What Is a Black-Owned Brand?
A genuinely Black-owned brand is one where a Black individual or group holds majority ownership (50% or more) of the company. They control the business decisions, the supply chain, the profits, and the direction of the brand. When you buy their product, the majority of that revenue goes to a Black-owned business.
Examples of truly Black-owned brands:
- Uncle Nearest Premium Whiskey — Founded by Fawn Weaver, 100% Black-owned. Now the fastest-growing American whiskey brand and the most awarded bourbon of 2023.
- Sorel Liqueur — Created by Jackie Summers in Brooklyn, making him the first Black man legally licensed to distill since Prohibition.
- McBride Sisters Collection — Founded by Robin and Andrea McBride, the largest Black-owned wine company in the United States.
- Ten to One Rum — Founded by Marc Farrell, blending Caribbean rum traditions with modern craft.
What Is a Celebrity-Endorsed Brand?
A celebrity-endorsed brand is one where a major corporation (like Bacardi, Diageo, or LVMH) owns the brand and pays a celebrity to be the face of it. The celebrity may have a minority equity stake, a licensing deal, or simply an endorsement contract. The corporation controls production, distribution, pricing, and profits.
Common examples that are NOT Black-owned despite Black celebrity association:
- Ciroc Vodka — Owned by Diageo (British multinational). Sean Combs has a marketing/profit-sharing deal but does not own the brand.
- DeLeon Tequila — Owned by Diageo. Was briefly associated with Sean Combs.
- D'USSE Cognac — Owned by Bacardi. Jay-Z was a minority partner and had to sue Bacardi over the partnership terms.
Why the Distinction Matters
When you buy a bottle of Uncle Nearest, those dollars support a Black-owned company that employs people, invests in its community, and reinvests in the brand. Fawn Weaver has used Uncle Nearest's success to acquire historic distillery properties, create jobs in Shelbyville, Tennessee, and honor the legacy of Nathan "Nearest" Green, the first known African American master distiller.
When you buy a celebrity-endorsed brand owned by a multinational corporation, the vast majority of that revenue goes to the corporation's shareholders. The celebrity gets their cut, but the economic impact on Black communities is minimal.
According to a Brookings Institution study, the racial wealth gap in America remains vast, with the median Black family holding roughly one-tenth the wealth of the median white family. Supporting genuinely Black-owned businesses is one of the most direct ways consumers can help close that gap.
How to Tell the Difference
Before you buy, ask these questions:
- Who founded the company? Look for the founder's story, not just a celebrity spokesperson.
- Who owns the parent company? If the brand is a subsidiary of Diageo, Bacardi, Pernod Ricard, or another multinational, it is not Black-owned.
- Is the celebrity a founder or an endorser? There is a big difference between someone who built a brand from the ground up and someone who lent their name to a product.
- Check Indulge Black History. We verify every brand on our platform to ensure genuine Black ownership.
Support the Real Thing
The next time you reach for a bottle, consider choosing one that is genuinely Black-owned. Your purchase becomes a vote for economic equity, community reinvestment, and the entrepreneurs who took real risks to build something from nothing.
Browse our complete archive of Black-owned brands to discover spirits, wine, beer, and mead created by Black founders across America.
Sources
Support Black-Owned Brands
Order spirits, wine, and more — delivered to your door.
Shop on Bottl.Service →