Chris Montana and Du Nord Social Spirits

Chris Montana stands as a pioneering figure in the American craft spirits industry, having co-founded Du Nord Social Spirits with his wife, Shanelle Montana, in Minneapolis in 2013. The distillery is widely recognized as one of the first Black-owned distilleries in the modern United States to distill its own products. Beyond crafting award-winning spirits, Montana has profoundly impacted his community through the establishment of the Du Nord Foundation, a philanthropic arm focused on addressing racial inequities and fostering economic justice in the Twin Cities.

Early Life and Path to Distilling

Chris Montana’s journey to becoming a distiller was unconventional, diverging from an initial career path in law and politics. He grew up in Minneapolis and, though he had dabbled in homebrewing, he never envisioned himself as a professional distiller while pursuing his legal education. His shift in perspective was influenced by philosophical discussions, reportedly inspired by Shakespeare, which led him to reconsider his career choices and seek a path where he could engage with science and community in a more direct way.

A pivotal moment arrived in 2011 when Minnesota enacted legislative changes, notably the 'Surly Bill,' which dramatically reduced the cost of a distillery license from $30,000 to $1,100 and permitted breweries to sell beer on-site. These regulatory changes made the idea of opening a microdistillery in Minnesota economically viable. Despite an already saturated brewery market, Montana was drawn to the nascent craft distilling scene. With the encouragement of a friend, he began to explore the possibility of distilling, a venture that resonated with his desire for an industry that could incorporate local agricultural products with urban, progressive approaches.

In 2013, Chris and Shanelle Montana officially founded Du Nord Craft Spirits (later rebranded to Du Nord Social Spirits). Shanelle’s background, having grown up on a farm, provided a direct connection to local grain, with her father supplying the corn for their initial batches. Initially, Chris balanced his legal career with his new distilling endeavor, often working as “lawyer Chris” by day and “distiller Chris” by night, even sleeping at the distillery. By 2015, he transitioned to full-time distilling, fully committing to building the family-owned company.

Du Nord Social Spirits: A Pioneer in Craft Distilling

Founding and Industry Recognition

Du Nord Social Spirits quickly distinguished itself not only for its commitment to quality but also for its groundbreaking status. It is celebrated as one of the first Black-owned distilleries in the United States to produce its own spirits, a fact Chris Montana often reflects upon with mixed emotions. While an accomplishment for his brand, he views it as a broader indictment of the historical lack of diversity within the American spirits industry, noting that there should have been many more Black-owned production facilities by 2013.

The distillery’s early years were marked by overcoming regulatory hurdles in Minnesota, with Chris and Shanelle actively working with permitting agencies to establish the state's first microdistillery. In 2014, another significant legislative change, successfully lobbied for by Shanelle Montana who was then president of the Minnesota Distillers Guild, allowed distilleries to sell their products for on-site consumption. This led to the opening of Du Nord Social Spirits’ cocktail room in 2015, a first for the Twin Cities, offering a direct connection to their consumers.

Product Portfolio and Accolades

Du Nord Social Spirits produces a diverse range of award-winning spirits, crafted with a focus on quality and often incorporating local ingredients. Their product lineup includes Foundation Vodka (formerly known as L'Etoile Vodka), Prominence Gin (previously Fitzgerald Gin), Mixed Blood Whiskey, Cafe Frieda Coffee Liqueur, and Pronounced Apple Liqueur. Their spirits have garnered numerous accolades:

Foundation Vodka: Awarded a Gold Medal and 'Best in Class' designation for vodka at the 11th Annual American Craft Spirits Competition in 2025, a Silver medal at the Bartender Spirits Awards, and recognized as 'Best in Vodka' at the WSWA Brand Battle in 2021.
Pronounced Apple Liqueur: Earned a Gold Medal in the Distilled Specialty Spirits category at the American Craft Spirits Competition in 2025 and a Double Gold at The Fifty Best in 2021.
Cafe Frieda Coffee Liqueur: Received Double Gold in The Fifty Best's Liqueur competition in 2024 and a Gold at the Las Vegas Global Spirit Awards in 2019. This liqueur is named after one of Chris Montana’s high school teachers, and Du Nord offers a discount to teachers.
Prominence Gin: Awarded a Gold Medal by the American Craft Spirits Association in 2017 and at the Denver International Spirits Competition in 2016. It was also listed among '18 Best Gin Brands' by Cosmopolitan Magazine in 2020.
Mixed Blood Whiskey: A blend of Du Nord’s own whiskey and sourced whiskies, it won Double Gold at the New York International Spirits Competition.

Du Nord Foundation Vodka secured a significant distribution deal, becoming available on all Delta domestic flights by 2022, with plans for other Du Nord products to be offered on international flights. Currently, Du Nord Social Spirits products are distributed in California, Florida, Georgia, Louisiana, and Minnesota.

Rebranding and Resilience

The year 2020 brought unforeseen challenges and a profound turning point for Du Nord Social Spirits. Following the murder of George Floyd in Minneapolis and the subsequent civil unrest, the distillery's warehouse was set ablaze and suffered significant water damage from its sprinkler system. This event, coupled with the ongoing global pandemic, forced Chris and Shanelle Montana to confront the disparities and urgent needs within their community.

Rather than simply rebuilding, the Montanas chose to evolve. They rebranded from Du Nord Craft Spirits to Du Nord Social Spirits, reflecting a deepened commitment to social impact and economic justice. The damaged Minneapolis building was repurposed to house the Du Nord Foundation Community Market, while a new production facility was established in St. Paul.

The Du Nord Foundation

The Du Nord Foundation was formally established in June 2020, emerging directly from the community’s response to the civil unrest and the damage sustained by the distillery. What began as immediate relief efforts, including a makeshift food shelf and fundraising for affected businesses, quickly formalized into a sustainable foundation.

The Foundation’s mission is to address racial inequities in the Twin Cities by focusing on three core tenets: providing stability through disaster, supporting business ownership and economic prosperity, and investing in rebuilding the community through intentional and innovative business development. Its vision is to foster a community where individuals are empowered and economic wealth and sustainability are improved for Black, Indigenous, and people of color (BIPOC) communities.

Key Initiatives

Rebuild Recovery Fund: As its first major initiative, the Du Nord Foundation disbursed $496,751 in emergency rebuilding funds to 76 small and underrepresented business owners in Minneapolis and St. Paul whose physical stores or offices were damaged during the 2020 uprising.
Community Market/Food Shelf: Operating out of the formerly damaged distillery building in Minneapolis, the Community Market functions as a barrier-free food shelf. It provides free, healthy, and culturally connected foods—such as Maseca flour, fresh mangoes, and nopales—to neighbors across the Twin Cities without typical limitations found in traditional food shelves. The market emphasizes dignity, respect, and choice for its patrons, serving thousands of individuals and families annually through a mutual aid model.

The Du Nord Foundation has been sustained by significant community support, raising over $1 million through various donations, grants, and a GoFundMe campaign with contributions from over 12,000 people worldwide. A portion of the sales from Du Nord Foundation Vodka is dedicated to supporting the Foundation’s work.

Legacy and Future

Chris Montana and Du Nord Social Spirits represent a modern paradigm for Black entrepreneurship in the American beverage alcohol industry. They have not only carved out a significant space as pioneers in craft distilling but have also redefined the role of a business in community building and social justice. Montana’s dedication to both quality spirits and profound social impact continues to make Du Nord Social Spirits a beacon of resilience and progressive change.

Sources

Du Nord Social Spirits expands into Atlanta Metro Area - Minneapolis / St. Paul Business Journal
Du Nord Social Spirits Celebrates Double Gold Win For Cafe Frieda Coffee Liqueur - PR Newswire
A food shelf with a mission: Du Nord Foundation Community Market addresses local hunger, fosters community - Mpls.St.Paul Magazine