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August 22, 2024 • 34min
Blitzscaling bourbon: How Fawn Weaver built Uncle Nearest whiskey
Masters of Scale
Fawn Weaver, founder of Uncle Nearest Premium Whiskey, joins host Jeff Berman to share lessons from rapidly scaling one of the fastest-growing spirit brands in history. Weaver explains how she turned her fascination with the forgotten legacy of Nearest Green, an enslaved man who taught Jack Daniel how to make whiskey, into a billion-dollar brand that is changing the face of the spirits industry.
Blitzscaling bourbon: How Fawn Weaver built Uncle Nearest whiskey
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Key Takeaways
- Fawn Weaver launched Uncle Nearest Premium Whiskey in 2017 to honor the legacy of Nearest Green, an enslaved man who taught Jack Daniel how to make whiskey
- She took an unconventional approach to scaling by launching in all 50 states within 2 years, rather than starting regionally
- Weaver focused on winning awards and generating press coverage to build brand awareness and credibility quickly
- She convinced distributors to carry the product by promising to do all the sales and marketing work initially
- The company has grown rapidly, reaching over $100 million in revenue and a $1 billion+ valuation
- Weaver has maintained control of the company and continues to reinvest heavily in growth rather than cashing out
- She emphasizes company culture and principles, including "We do it with excellence or not at all" and "We pull as we climb"
- Uncle Nearest provides college scholarships to descendants of Nearest Green
- Weaver attributes her success to habits like prioritizing rest and not worrying excessively about things she can't control
Introduction
Fawn Weaver, founder of Uncle Nearest Premium Whiskey, joins host Jeff Berman to share lessons from rapidly scaling one of the fastest-growing spirit brands in history. Weaver explains how she turned her fascination with the forgotten legacy of Nearest Green, an enslaved man who taught Jack Daniel how to make whiskey, into a billion-dollar brand that is changing the face of the spirits industry.
Topics Discussed
Origins of Uncle Nearest Premium Whiskey (3:26)
Weaver explains how she first learned about Nearest Green from a New York Times article and became obsessed with uncovering his story:
- She was intrigued that there were no ubiquitous American brands with a known African American at their origins
- She ordered a book about Jack Daniel's history and was surprised to find Nearest Green mentioned frequently
- For her 40th birthday, Weaver traveled to Lynchburg, Tennessee to research Green's story further
- She ended up buying the 300+ acre property where the original Jack Daniel distillery was located
"I couldn't tell you a single ubiquitous American brand where we could say there was an African American at the start," Weaver says about her initial interest in the story.
Challenges of Entering the Spirits Industry (9:09)
Weaver discusses the complexities of the spirits industry that make it difficult for new entrants:
- Three-tier distribution system dating back to Prohibition era makes it hard to sell directly to consumers
- Lack of diversity in the industry, especially among distributors
- High upfront costs of producing bourbon that can't be sold for 4+ years
"The challenge with that second tier, their bills are paid for by big guys," Weaver explains about the distribution challenges.
Unconventional Approach to Scaling (11:05)
Weaver outlines her strategy for rapidly scaling Uncle Nearest nationwide:
- Launched in all 50 states within 2 years, rather than starting regionally like most brands
- Focused on winning awards before even putting product on shelves
- Leveraged press coverage to build national brand awareness quickly
- Told distributors they only needed to deliver product, while Uncle Nearest would handle all sales and marketing initially
"I want to get into all 50 states in less than two years," Weaver says about her ambitious launch strategy.
Funding the Company's Growth (14:14)
Weaver discusses how she funded the rapid growth of Uncle Nearest:
- First investor was her husband's former employer
- Was transparent about risks in her business plan, including potential opposition from Brown-Forman (owner of Jack Daniel's)
- Husband kept his full-time job at Sony Pictures to provide financial stability
- Reinvested heavily in growth rather than taking money out of the business
"We had nothing that we could call our own," Weaver says about the financial sacrifices in the early years.
Continuing to Scale and Expand (22:40)
Weaver explains why she continues to aggressively grow and expand the business:
- Acquiring other spirit brands to build a full portfolio
- Purchased vineyards in Cognac, France to launch a cognac brand
- Goal is for Uncle Nearest to compete with major legacy brands like Jim Beam and Johnnie Walker long-term
"They've got a 160 year head start," Weaver says about competing with established whiskey brands.
Company Culture and Principles (26:04)
Weaver discusses the importance of company culture and guiding principles at Uncle Nearest:
- "We do it with excellence or not at all" is the #1 principle
- "Every day we pound the rock" emphasizes consistent effort
- 10 hiring principles that mirror the guiding principles
- "We pull as we climb" focuses on lifting up others in the industry
"Our guiding principles are literally living principles. If you talk to anyone in my company, they know the guiding principles," Weaver says.
Relationship with Nearest Green's Descendants (28:35)
Weaver explains how she has involved Nearest Green's descendants in the company:
- Hosted event showcasing family history documents and photos
- Provides college scholarships to all college-age descendants
- Family attends graduations together as students complete degrees
"Even before we sold the first bottle of Uncle Nearest, we began paying for all the Green descendants to go to college," Weaver says.
Personal Habits for Success (31:18)
Weaver shares some of her key habits and practices:
- Prioritizes rest to make better decisions
- Taught herself not to worry excessively using techniques from Dale Carnegie
- Relies on faith and prayer when making big decisions
- Focuses on "open doors" rather than second-guessing opportunities
"God, if this is your will, then open the door in a manner in which no man can close it, including myself. If it is not your will, close the door in a manner in which no man can open it, including myself," Weaver says about her approach to decision-making.
Conclusion
Fawn Weaver's journey with Uncle Nearest Premium Whiskey demonstrates how an entrepreneur can rapidly scale a business in a challenging industry through unconventional strategies, relentless drive, and a focus on a larger purpose. By honoring the legacy of Nearest Green and changing the face of the spirits industry, Weaver has built a billion-dollar brand while staying true to her principles. Her emphasis on company culture, continuous reinvestment in growth, and personal habits like prioritizing rest provide valuable lessons for other entrepreneurs looking to make a big impact.
