Fawn Weaver’s Mission to Honor Uncle Nearest

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Rotating in this week’s Pragmatic Playlist is a beautiful story of friendship, history, and good ole Tennessee whiskey. In this video, we learn about serial entrepreneur and successful businesswoman, Fawn Weaver, and her connection to Nearest Green, aka Uncle Nearest, and his pivotal role in the Jack Daniel’s whiskey brand. Here are some fascinating takeaways from the video.

Fawn the Visionary

Several years ago, Fawn Weaver stumbled upon a photo of Jack Daniel sitting near a black man, George Green, Nearest Green’s son.

Driven by curiosity, Fawn Weaver delved into the history behind the photo. What she uncovered was a narrative of respect and collaboration. Contrary to popular belief, Jack didn’t steal the recipe from a slave; instead, he recognized Uncle Nearest's expertise and employed him. Fawn Weaver’s discovery highlighted a story of honor and partnership, disputing theories of theft and exploitation. Her research led to the realization that the farm where Jack and Nearest worked was for sale. Within a week, she owned the farm, cementing her commitment to preserving Uncle Nearest’s legacy.

Fawn Weaver’s dedication to uncovering the truth and honoring Uncle Nearest’s contributions showcases her visionary approach, blending history with modern entrepreneurship to create a multimillion-dollar brand that stands as a testament to love, honor, and respect.

Own Your Sh**

At Pragmatic Mr. Peters, we know ownership is everything. Fawn Weaver knew it too when she built Nearest Green Distillery. Against all advice to start small, she dropped a cool $50 million on building the distillery, saying the distillery’s home was its best marketing. By owning the land, she owned the brand. Fawn’s forward-thinking, investing in real assets early, attracted investors and propelled Nearest Green Distillery to be the most successful black-owned distillery globally. Her vision and business acumen, backed by a dedicated team, turned unconventional moves into massive wins.

Uncle Nearest Legacy

Fawn Weaver’s dedication brought Uncle Nearest’s legacy back to life, making it a powerhouse. The distillery alone pulls in hundreds of millions annually, and the whiskey, launched seven years ago, has won numerous awards. It’s a Black and woman-owned business, with Victoria Eady Butler, Nearest Green’s great-great-granddaughter, as the Master Blender. This family business operates on the historic farm where Nearest Green perfected his distilling technique from West Africa. Spanning 458 acres, the distillery features the Barrel House eatery, famous for its BBQ, and the Humble Baron, boasting the world’s longest bar at 518 feet with 202 bar stools.

What’s even cooler? The profits are reinvested into the business, supporting Nearest Green’s legacy by putting his college-age descendants through school and investing in minority-owned businesses through initiatives like the Black Business Booster (BBB), the Nearest and Jack Advancement Initiative (NJAI), and Uncle Nearest Ventures.

A Hard Pass

Fawn can proudly say that the Uncle Nearest brand is truly Black owned. In the Forbes video she talks candidly about the many offers she’s received to sell the business. At one point she said she could have sold it for $1billion but she was determined to maintain the legacy of the brand. She also believes that maintaining this legacy is her purpose. Her purpose is not for sale. Which meant she couldn’t be bought, and that is what she’s most proud of.

You Gotta Grow

In order to keep going you gotta grow. Weaver, author of Love & Whiskey, a book that tells a more detailed story of her journey, writes “The fastest way for a brand in this industry to die is to stay small.” In order to grow into a successful spirits conglomerate there has to be more than just whiskey to sell. So, for Weaver she is branching out to cognac and vodka. While she understands the importance of growing beyond the Uncle Nearest brand, she also doesn’t believe in doing something that doesn’t feel authentic. She’s not a fan of vodka but knew that she would have to venture into that space. She found a profile that she liked and the company invested in that brand. She is continuing to make moves that will allow her to have a long standing spirits conglomerate while keeping the legacy of Uncle Nearest alive.