How Fawn Weaver built Uncle Nearest into a $1.1 billion dollar spirits brand — and why she’s not selling
The founder and CEO of Uncle Nearest tells TheGrio’s Natasha S. Alford why staying independent — and thinking beyond barriers — has been key to building a billion-dollar brand.
On the latest episode of Masters of the Game, TheGrio’s Natasha S. Alford sits down with Fawn Weaver, the trailblazing founder and CEO behind Uncle Nearest, the fastest-growing Black-owned spirits brand in U.S. history — now valued at an astounding $1.1 billion.
Weaver’s journey is a masterclass in rewriting the rules. Rather than trying to break into the spirits industry’s traditional “old boys’ club,” Weaver tells Alford she focused her energy where it mattered most: building direct connections with consumers.
“They’re not my consumer,” Weaver said, speaking candidly about the longstanding gatekeepers of the industry. “Why would I spend time trying to break into a circle that wasn’t going to buy my product?”
Instead, Weaver set her sights on growing Uncle Nearest through grassroots storytelling and a relentless commitment to honoring the legacy of Nathan “Nearest” Green, the formerly enslaved man who taught Jack Daniel how to distill whiskey. “I’m looking for the storytellers who will make sure every time they see a bottle, they share the story of Uncle Nearest,” Weaver explained.
Weaver’s connection to Nearest Green began when the bestselling author and historian was doing research for her book, “Love and Whiskey.” She’d read an article in The New York Times about Green’s relationship with Jack Daniel and saw an opportunity. In Weaver’s eyes, their story was more about allyship than it was about racial tension. Through interviews and making inroads in the Tennesee community where Green once lived, she would piece together a story that inspired her to launch a whiskey brand that honored Green’s legacy.
That focus — on value, community, and legacy — is also why Weaver has repeatedly turned down offers to sell Uncle Nearest, even as its valuation has soared into the billions.
“For me, selling is not an option,” she shared. “We will keep building this. I intend to crisscross the country for the next 25 years, growing this company and training the next generation to take it even further.”
Throughout the conversation, Alford highlighted how Weaver’s story challenges outdated narratives about limitations placed on Black women entrepreneurs. As a leader who has defied expectations from a young age, Weaver offered advice not just for business owners, but for anyone seeking to own their career path.
“If you’re not an entrepreneur yet, become a good ‘intrapreneur’ where you are,” Weaver said. “Take initiative, figure out your company’s objectives, and help achieve them. We all have the ability to create value if we choose not to be discouraged.”
Weaver also shared one of her favorite scientific analogies — a decades-old experiment involving fleas and a glass jar — to illustrate how perceived limitations can outlast the actual barriers that once existed.
“So many before us have already shattered the ceiling,” Weaver said. “If my presence does nothing but say, ‘Y’all, the lid’s not there,’ then I’ve done my job.”
Weaver sees no limits for Uncle Nearest, which is why the brand is excited to move into the cognac space and launch new products. Even in the midst of conversations about tariffs and whether a recession is looming for America’s economy, she chooses to stay optimistic and hopeful.
With unwavering vision and a billion-dollar brand to show for it, Fawn Weaver is not just mastering the game — she’s changing it for generations to come.
Watch the full interview with Fawn Weaver from Masters of the Game in the video player above.
