Pronghorn is a pioneering standalone company established with the mission to significantly increase Black representation and economic parity within the spirits industry. Launched in 2021 by spirits industry veterans Dia Simms, Erin J. Hall, and Dan Sanborn, with Diageo serving as an anchor investor, Pronghorn functions as an incubator and accelerator for Black-owned spirits brands and Black professionals.
The organization’s name, “Pronghorn,” was inspired by the North American land animal known for its enduring speed over long distances, symbolizing the initiative’s long-term commitment to sustainable and scalable change.
Mission and Strategic Goals
Pronghorn was founded on the recognition that while Black Americans constitute approximately 12% of spirits consumers, they remain significantly underrepresented in the industry’s workforce (around 7-8%) and executive leadership (as low as 2%). To address this disparity, Pronghorn has set ambitious ten-year goals to be achieved by 2032: to invest in 57 Black-owned spirits brands and generate $2.4 billion in economic value for the Black community. Additionally, the initiative aims to facilitate the placement of 1,800 Black individuals into various roles across the spirits industry, from entry-level positions to executive leadership, thereby fostering a robust talent pipeline.
Comprehensive Support for Entrepreneurs
Pronghorn employs a two-pronged approach that focuses on both entrepreneurial development and employment opportunities. Its core offering for Black entrepreneurs is a multifaceted “supercharging program” that extends beyond mere capital investment. This program provides critical resources such as consulting services, direct access to industry experts for mentorship, data-driven insights, and specialized training to accelerate business growth.
Through its incubator and accelerator programs, Pronghorn identifies and nurtures emerging businesses by offering strategic guidance in areas like route-to-market strategies, trade and brand marketing, supply chain management, and manufacturing. This holistic support is designed to empower founders to overcome systemic barriers and achieve their full potential.
Founders and Leadership
Pronghorn was co-founded by Dia Simms, Erin J. Hall, and Dan Sanborn, all seasoned professionals with extensive experience in the spirits industry. Dia Simms, known for her leadership roles in various beverage companies, has been a vocal advocate for diversity and inclusion. Erin J. Hall has brought her expertise in brand building and strategic partnerships, while Dan Sanborn has contributed significant experience in operations and market development. In late 2024, Ron Cole assumed the role of President of Pronghorn, bringing a fresh perspective rooted in consumer goods and value creation.
Impact and Portfolio Brands
Since its inception, Pronghorn has rapidly expanded its portfolio of investments. As of early 2024, the company had made 23 active investments, progressing towards its goal of 57 brands. By July 2025, that number had grown to 38 investments. The portfolio brands have reportedly experienced significant growth, with an average increase of 101% as of May 2023.
Notable Black-owned spirits brands that have received investment and support from Pronghorn include:
- Ten to One Rum, an award-winning Caribbean rum brand co-owned by Marc Farrell and artist Ciara. (See also: Marc Farrell and Ten To One Rum)
- Anteel Tequila, co-founded by Nayana Ferguson, who is recognized as the first Black woman to co-found and lead a tequila company. (See also: Nayana Ferguson and Anteel Tequila and The Emergence of Black Americans in the Tequila Industry)
- Red Hazel Whiskey, a rye whiskey brand founded by TK Burtin-Johnson and Ty Burtin.
- Greenwood Whiskey, a premium rye whiskey inspired by the legacy of “Black Wall Street.”
- Delta Dirt Distillery, Arkansas’s first Black-owned distillery and America’s only Black-owned farm distillery.
- Hella Cocktail Co., a brand offering cocktail mixers and alcohol-free bitters & soda RTDs.
- Acquired Taste Cognac, a female-founded brand.
Pronghorn’s impact also extends to talent development. Beyond investments, the organization actively works on internship and mentorship programs, including initiatives with Historically Black Colleges and Universities (HBCUs), to prepare individuals for careers in the spirits industry. The ultimate vision for Pronghorn is to serve as a replicable blueprint for diversifying other industries, demonstrating how purpose-driven initiatives can generate significant economic and social returns.