How She Built a Whiskey Empire: Fawn Weaver’s Success Playbook

Fawn Weaver is the definition of a game-changer. As the founder and CEO of Uncle Nearest Premium Whiskey, she didn’t just enter the spirits industry— she disrupted it. With no prior experience in whiskey or distilling, she built the fastest-growing American whiskey brand in U.S. history and best-selling African American founded spirit brand of all time. In the same breath, Weaver uncovered and amplified the lost legacy of Nathan “Nearest” Green, a formerly enslaved man who taught Jack Daniel how to distill.

Her journey is a masterclass in vision, strategy, and fearless execution. For Black Women’s History Month, we’re breaking down the key moments in Fawn Weaver’s success and how she made history.

Pour #1: See the Opportunity Others Miss

2016 – While reading a New York Times article about Nearest Green, Fawn saw a photo of a Black man sitting next to Jack Daniel. It was more than just a compelling story— she saw an opportunity to learn the history, correct it, and create something lasting. Instead of waiting for someone else to act, she took the lead. She began researching Nearest Green’s legacy, uncovering a hidden piece of American history that had been overlooked for over 150 years. Weaver discovered that Green was actually a master distiller and mentored a young Jack Daniel. This inspired her to new depths.

Lesson: Success starts with vision. The biggest opportunities often come from seeing what others ignore.

Pour #2: Bet on Yourself & Go All In

2017 – Without any prior experience in the spirits industry, Fawn launched Uncle Nearest Premium Whiskey— the first major brand named after an African American in the industry. She self-funded the company at first, investing millions of her own money to ensure it was built the right way. Within a year, Uncle Nearest was winning top whiskey awards and gaining national recognition.

Lesson: When you believe in something, don’t half-step—go all in. Confidence and commitment separate game-changers from the rest.

Pour #3: Build with Purpose & Tell a Story That Matters

2019 – Fawn didn’t just create a whiskey brand, she built a movement. She made it her mission to ensure Nearest Green’s story would never be forgotten. She purchased and preserved the Dan Call Farm, where Nearest Green originally taught Jack Daniel how to distill. This land is now home to the Nearest Green Distillery, the first in history to honor a Black whiskey maker. She launched the Nearest Green Foundation, offering scholarships to Nearest Green’s descendants.

“I don’t believe you own the brand unless you own the land. It’s special to us. But it’s also incredibly special to Black people,” Weaver told Forbes in a 2024 interview.

Lesson: Success is bigger than money. When your mission has purpose, people rally behind you.

Pour #4: Redefine the Industry & Make Space for Others

2021-Present – Uncle Nearest became the fastest-growing American whiskey brand, proving that Black excellence belongs in every industry. But Fawn didn’t stop there. Uncle Nearest has won over 900 awards worldwide and was named “World’s Best American Whiskey” multiple times. In 2022, she launched the Nearest & Jack Advancement Initiative, a partnership with Jack Daniel’s to diversify the whiskey industry and open doors for Black entrepreneurs. By 2023, Uncle Nearest hit $100M in sales.

Lesson: True success isn’t just about winning—it’s about changing the game so more people can win, too.

Pour #5: Keep Expanding & Never Get Comfortable

Fawn Weaver doesn’t believe in limits. As a serial entrepreneur, bestselling author, and investor, she continues to expand her impact. In 2024, she became the first Black woman to solely own a major spirits brand valued at over $1 billion. She’s now investing in other Black-owned businesses, using her platform to help others build generational wealth.

Lesson: The journey doesn’t stop when you win. Keep pushing, keep growing, and keep creating new lanes.

Last Call: Legacy Over Everything

Fawn Weaver’s success isn’t just about whiskey… It’s about rewriting history, uplifting communities, and proving that Black women belong in every industry. Her story is proof that vision, purpose, and unapologetic boldness are the ultimate blueprint for success. And, while her playbook is still being written, one thing is for sure… Fawn Weaver isn’t just making history—she’s building a legacy that will last for generations.