Interview with Samara Davis, April 12, 2022

Interview Summary

Samara Davis talks about the creation of her organization Diversity Distilled in January 2020, but being put on hold to focus on Black Bourbon Society during the COVID-19 pandemic. She talks about how the racial violence, the subsequent racial reckoning, and the bourbon industry's lack of response in the summer of 2020 reignited her focus on Diversity Distilled. She talks about how many bourbon brands' marketing is based on nostalgia for the 1700s and 1800s which is now problematic. She talks about how many brands also do not want to alienate their main consumer base of white males by making a statement on diversity. Davis talks about one brand within the bourbon industry that did respond positively to the push to be more diverse and inclusive: Jim Beam. She talks about the extra pressure she feels as a Black woman to know everything about the industry because she knows she will be questioned and challenged. She talks about how she works with brands as a consultant to increase their mindfulness of the stereotypes they use in their marketing strategies and how they can market to consumers of color. Davis talks about working with brands to increase diversity within their workforce. Davis talks about the Black Manhattan Project, which is a partnership between Black Bourbon Society, Michter's, and Branca as a fundraiser for Diversity Distilled and to bring awareness to the work of Black bartenders. She talks about the connections she made that led to Black Bourbon Society doing a barrel pick with Maker's Mark and the accolades they received for the bourbon they created. Davis talks about the changes and progress she has seen in the bourbon industry in the past few years, a recent incident in which Pinhook Bourbon used Davis' photograph in an article about another Black woman, and brands that refuse to change despite backlash.

Interview Keyword

Black Bourbon Society Diversity Distilled Diversity, Equity, and Inclusion (DEI) Bourbon industry Black consumers African American consumers Jim Beam (Brand) Social movements Black Manhattan Project Maker’s Mark Distillery

Interview LC Subject

African Americans in the whiskey industry Alcohol industry Bourbon whiskey Consumers Whiskey industry Whiskey Alcoholic beverages Branding (Marketing) Marketing Sales promotion Target marketing African Americans--Social conditions Race discrimination Racism United States--Race relations

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