The Power of Storytelling in the Spirits Industry

In 2017 Fawn Weaver launched a premium American whiskey brand, Uncle Nearest. It became the fastest growing and most awarded whiskey brand in America, despite the challenges Weaver faced as a Black woman and outsider to the spirits industry, which is capital-intensive, highly regulated, competitive, and male-dominated.

In October 2023, Weaver announced plans to expand into cognac with the goal of building the next major alcoholic beverages conglomerate. But the company was still heavily reliant on capital. How could Weaver convince new investors that her plans for cognac would yield success?

Harvard Business School senior lecturer Hise Gibson discusses Weaver’s leadership style, growth strategies, and her use of storytelling to connect customers with her brand in the case, Uncle Nearest: Creating a Legacy.