Celebration of the five years of the Black Bourbon Society in Lousiville

LOUISVILLE, Ky. – Samara and Armond from Los Angeles got started Black Bourbon Company (BBS) in 2016 after noticing the lack of direct marketing to consumers in the spirits industry to the black community.

“It was really the hole that we decided to fill with BBS. We really wanted to show the value of catering and marketing to diverse audiences, ”Samara said.


What would you like to know

  • Black Bourbon Society was formed to show the value of black bourbon consumers
  • The BBS has an online community of 22,000 members across the country
  • The founders created a non-profit organization to promote the diversity of the bourbon workforce

The couple held events like happy hours and tastings in California to show brands what various consumers look like. A year later, they created a Facebook group that now has over 22,000 members across the country.

“It’s just the greatest blessing to know that we have family. We have 22,000 members that we can go to any city and have a dram that we know we’re going to bond and connect with and have a good time, ”Samara said.

In the group, members discuss everything related to bourbon and whiskey, social and political issues, and they even participate in virtual programs and educational opportunities.

“It was one of the most rewarding parts, especially during the pandemic. The virtual programming that we were doing was really a way for people to connect with other people while they were isolated in their homes.” , said Armond.

The Black Bourbon Society kicked off its five-year celebration with members in Louisville this weekend with dinners, a tour, and a signature bottle of their second Member’s Mark Private Selection blend.

“The first one he won a double gold medal at the San Francisco International Spirits Competition so it was a tough act to follow, but I think we did a good job this time around,” Armond said. .

BBS is now expanding into the workforce with its new initiative and non-profit Diversity Distilled.

“We are focusing on three pillars which are recruiting, retaining and promoting diverse talent within organizations with the hope that we change the corporate culture and then expand to its consumers,” Samara said.

Louisville was the first stop in the BBS summer series. Then they will head to Tampa, Atlanta and New York. You can find the group on Instagram and Facebook @BlackBourbonSociety.



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