Fawn Weaver, founder of Uncle Nearest, explains how she secured product expertise from a former Jack Daniel's operations executive who had transitioned into real estate.
“The realtor, who we bought the home from, she said, if you ever decide to put his name on a bottle, I'll come out of retirement to make sure you get it right. So as it turned out, real estate was basically her second career. She spent her entire life in the family business, and when she left Jack Daniel Distillery, she was the head of whiskey operations.”
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More from Fawn Weaver
AssertionSupported
Weaver: Viral social media narratives falsely claimed Jack Daniel stole his recipe
“The internet decided almost instantaneously, with the headline in the photo, that Jack Daniel was a slave owner, he hid the recipe, he stole the recipe, he hid the slave. That was not a part of the story. It was not even insinuated, but that is the story that …”
Fawn WeaverAug 22, 2024▶ 2:58How a search for Jack Daniels’ mentor became a BILLION dollar business (Uncle Nearest’s Fawn Weaver)
Opinion
Weaver: Jack Daniel and Nearest Green shared mutual love and respect
“I told her that I thought the Social media had the story wrong. I did not believe that her ancestor was what they were saying he was. I believe that the story between Jack and Nearest was a story of love, honor, and respect.”
Fawn WeaverAug 22, 2024▶ 4:30How a search for Jack Daniels’ mentor became a BILLION dollar business (Uncle Nearest’s Fawn Weaver)
Opinion
Weaver: The spirits industry remains difficult for women and minority founders
“And now, all of these generations later, that's not changed. And so, it is a really difficult business to get into, because there's a lack of familiarity of both women in, in power and business in the industry, and people of color.”
Fawn WeaverAug 22, 2024▶ 7:50How a search for Jack Daniels’ mentor became a BILLION dollar business (Uncle Nearest’s Fawn Weaver)
Disclosure
Weaver: Uncle Nearest entered global spirits awards before selling a single bottle
“I told Kate, our chief business officer, I said submit us into every award competition around the world. We began doing that before we ever put a bottle in the marketplace.”
Fawn WeaverAug 22, 2024▶ 11:53How a search for Jack Daniels’ mentor became a BILLION dollar business (Uncle Nearest’s Fawn Weaver)
Insight
Weaver: Founders should never be humble when promoting their own brand
“Being humble about your brand is not the way to go. You can be humble in your life, but don't be humble about in your brand. You have to brag because that's what consumers care about. That is what the press cares about.”
Fawn WeaverAug 22, 2024▶ 18:05How a search for Jack Daniels’ mentor became a BILLION dollar business (Uncle Nearest’s Fawn Weaver)
Insight
Weaver: A standalone single brand cannot survive in the spirits industry
“One of the things I discovered coming into it is, is, is a single brand dies in this industry.”
Fawn WeaverAug 22, 2024▶ 19:51How a search for Jack Daniels’ mentor became a BILLION dollar business (Uncle Nearest’s Fawn Weaver)
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