We recently connected with Jeffrey Underwood and have shared our conversation below.

Jeffrey, appreciate you joining us today. We’d love to start by getting your thoughts on what you are seeing as some the biggest trends emerging in your industry

New Orleans, to say the least, is a city of indulgence in the arts & fine food, and pairing all of that with a stiff drink or crafted cocktail. While thumbing through the drink menu at almost every restaurant, I noticed a small section for non-alcoholic drinks. There is a big trend in the US primarily with the younger generations–starting with millennials and fortified amongst Gen-Z–moving away from drinking culture. Markets show their preference for zero-proof drinks and low-proof ready-to-drink beverages, and you’d think that this was a direct threat to my business of bourbon & spirits education. But my company, Bourbon in Black, is focused on the curious–the drinker who is looking to learn more about what they’re putting in their bodies, and how they can enjoy it more. For my new or established connoisseurs, my business has grown as we’re still in a bourbon, tequila & rum boom around the world. For my non-drinkers, my business has also flourished as I’ve leaned into re-creating classic cocktails with non-alcoholic products. Business changes, but you move with those winds of change!

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I founded Bourbon in Black because there are key misses to the marketing of mid- to high-end spirits to Black people, particularly bourbon, my favorite! I turned my informal history lessons that I was casually doing at bar happy hours into a full-fledged education & appreciation brand. I now do private tastings, brand happy hours, pairing dinners, and barrel picks, and I produce a podcast, Black & Spirited, for those I can’t sit down and have a drink with personally. People are curious about why whiskey is such a hot commodity, or what makes a great cocktail, or why their tastes in drinks have changed since college. I fill that gap bringing producers and brands together with communities that are rarely targeted in their advertising. While my focus is the Black drinker, my clients are widely diverse, and like sports–food & drink bring people together! I’m specifically proud of my following among women, and they continue to help foster my brand and elevate my services.

We’d love to hear the story of how you built up your social media audience?

I would think that I was anti-social media before I started by business, and while I don’t maintain personal pages, by business is on all of the hottest platforms. My advice is to post often and [jokingly], if you can, post great content! I kid on that last part, but seriously, don’t let the perfect be the enemy of the good. My biggest struggle is the feeling that “this photo isn’t absolutely perfect” or “this post won’t go viral”. That’s okay! Continue to post, continue to show off your business, and if you must, hire a team to assist. While much of my business referrals are word-of-mouth as I network personally with potential clients, I would not have a business without social media. Period.

How’d you build such a strong reputation within your market?

I know the knowledge that I pass on in my relationships via social media posts, and my one-on-one interpersonal relationships leaves friends & clients feeling that I’m a true expert in my field. I can speak to a drinker (or non-drinker) at any level to not only educate, but also spark their curiosity to learn more about the world of spirits. When people see that my brand isn’t necessarily about “drinking”, but about “appreciation”, it puts me on a whole other plane when sharing a pour together. I continue to learn myself, and I value both traveling the globe AND visiting my local distillery or producer to build on my knowledgebase. I put in the work!

Contact Info:

• Website: www.bourboninblack.com
• Instagram: https://instagram.com/bourboninblack_
• Facebook: https://facebook.com/bourboninblack
• Linkedin: https://linkedin.com/in/bourboninblack
• Twitter: https://twitter.com/bourboninblack
• Youtube: https://www.youtube.com/channel/UCJi3gchA5hP_JfLfAMfzDaQ
• Other: https://linktr.ee/bourboninblack

Image Credits
Jeffrey Underwood, Monica Underwood, JCI Creatives