We recently connected with Chris Montana and have shared our conversation below.

Chris, thanks for taking the time to share your stories with us today How did you come up with the idea for your business?

Back in high school, I started thinking about what it meant to own a business. I didn’t know what kind of business it would be, but I knew one thing: the idea that all business owners were selfish or greedy didn’t sit right with me. I believed a business could be both successful and a force for good in its community. That idea stuck with me for years.

In 2013, I decided to take the leap and start a distillery. At its heart, Du Nord has never been just about making great spirits; it’s more about making a space where community could thrive and ensuring the craft alcohol world looked more like the people who drink it. From day one, we’ve believed that businesses can be a force for good, and we’ve worked to diversify the industry and remove barriers for others.

Chris, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I like to nerd out about things that interest me. I started with beer brewing and moved to spirits. Du Nord began as a way for me to scratch the nerd and business itch in one stroke. Whatever business acumen I have today was earned through innumerous mistakes and embarrassing moments. Thankfully, Du Nord has survived its association with me, and I have learned from it.

At the beginning, my wife and I agreed that we would only make what we like. Our lineup of spirits reflects our tastes. Over time, the team has improved the original recipes, but the standard stays the same: we gotta love it. Our Vodka, Gin, Bourbon, and two liqueurs—Apple and Coffee are each award winning and a testament to our commitment to quality and craftsmanship, created to be enjoyed and shared.

If we are doing it right, Du Nord is about more than just spirits. A business should have a positive influence on its community, and we choose to impact our community by removing barriers others face on their path to independence. We work to create opportunities and build a company that’s as thoughtful about its impact as it is about its products.

For me, both sides of this work matter. It’s not enough to produce great spirits if we don’t show up for community. And it’s not enough to be a company that “does good” if the product doesn’t reflect the same level of excellence. At Du Nord, we need to do both.

Can you open up about how you funded your business?

When we started Du Nord, we had no money. Not “startup struggle” kind of broke, but truly scraping by—putting in insane hours and eventually paying for it with my health. That grind is familiar to small business owners, but for us, the road felt steeper. It was hard not to notice that many of our peers seemed to have an easier time raising capital or getting loans. Those early years were about survival, and honestly, it felt like we had to endure a decade of struggle just to reach the starting line where others began.

Today, we’re in a better place, but the work hasn’t stopped. We’re focused on breaking through the noise, connecting with customers, growing responsibly, and continuing to tell our story. What sets Du Nord apart isn’t just the quality of our spirits—it’s the purpose behind them. I want to create a space where people feel like they belong, where good drinks bring people together, and where we actively try to dismantle the barriers that make it harder for others to succeed.

Any advice for managing a team?

It starts with recognizing that a business is more than just a workplace—it’s a community, and it exists within a larger community. At Du Nord Social Spirits, we’re not just here to make spirits ; we’re here to be a part of something bigger.

I also believe in building an org culture where everyone has a seat at the table. That means building a company culture that values everyone’s contributions and recognizes the humanity behind the work. I get to work with amazing people every day, and knowing that the business I started has become a home for so many good people is incredibly rewarding.

If people feel valued, connected, and purposeful the morale tends to take care of itself.

Contact Info:

• Website: https://www.dunordsocialspirits.com
• Instagram: https://instagram.com/dunordspirits
• Facebook: https://facebook.com/dunordspirits
• Linkedin: https://www.linkedin.com/company/du-nord-social-spirits
• Other: https://www.shopdunord.com