Uncle Nearest Master Blender’s book tour stops in Atlanta
“We wanted this to be a unique experience,” said Uncle Nearest Master Blender Victoria Eady Butler as she stood alongside her CEO, Fawn Weaver, for the Atlanta stop on Weaver’s book tour for “Love & Whiskey: The Remarkable True Story of Jack Daniel, His Master Distiller Nearest Green, and the Improbable Rise of Uncle Nearest.”
The third stop of the tour, which took place at the “Hotel of Hope,” the Hyatt Regency in downtown Atlanta on Friday, June 21, showcased Weaver’s journey to building Uncle Nearest. The book, on sale since June 18, honors the first known Black Master Distiller, Nearest Green, who was the mentor for Jack Daniel.
You could hear a pin drop as Weaver discussed her life story: running away from home at 15, her attempted suicides, and her subsequent fearlessness in the boardroom. She talked about the challenges faced by newcomers in the spirits industry, explaining how conglomerates have long controlled the alcohol market in the U.S., making it difficult for new entrants to gain a foothold. Weaver recounted a civil war within Jack Daniel’s parent company, Brown-Forman, over her story. Half of the company saw the stories of Nearest Green and herself as positive developments, while the other half wanted to suppress them. “You literally have to elbow in no matter what,” Weaver stated.
Photo by Kerri Phox/The Atlanta Voice
Weaver strategically acquired significant assets, including the original Jack Daniel’s distillery, the house where Jack Daniel grew up, and the 313 acres where the business began, solidifying her position and ensuring her narrative could not be ignored.
Speaking to The Atlanta Voice, Weaver said, “The story of Uncle Nearest is more important now than ever before in the context of America in 2024 because it is a story of hope.” She emphasized the need for unifying narratives during an election season reminiscent of 2016 and 2020, where race has been a divisive issue. “We need stories that remind us we are better together. We need a book like Love & Whiskey to remind America of its best self.”
Attendees came from across the country and even the world, including one woman who flew in from South Africa just for the event, to soak in the knowledge that Weaver was delivering. The tables were filled with enthusiastic participants eager to hear more. One of these attendees was Kyle Thomas Smith, a 23-year-old from Boston, Massachusetts, now living in High Point, North Carolina. “I know I’m young, but I’m really into bourbon. I think I have older taste buds, and I really have started cultivating a taste that began with going to little distillery tours,” Smith said. Initially uncertain about Uncle Nearest, Smith’s appreciation grew as he learned more about the brand. “After trying a couple more, learning more and comparing it to other stuff, I really learned that I actually liked the taste of it,” Smith continued.
Smith’s excursion to the event was driven by a desire to surround himself with successful professionals and learn more about the brand. “This was an opportunity to be in a space with someone who’s succeeded, been successful, and can genuinely get a personal connection with someone who can encourage someone my age,” Smith explained. “The second thing was learning more about what made Uncle Nearest. I had never heard a story like this before, and after hearing her talk, I really fell in love with the product,” Smith continued.
“And the house fell quiet,” said Butler, who is also the great-great-granddaughter of Nearest Green, while guiding attendees through the tasting of a reduced-proof single barrel and other whiskeys specifically made for the event. Describing the proof and finish, the audience reacted with awe when she announced the alcohol at 95% proof. The tasting event featured an open Q&A session in between.
During the session, Weaver addressed industry questions as well as questions about her own personal life, detailing her experiences such as her acquisition of Martel and the early days of Uncle Nearest.
Attending couple Derek and Patricia Nobles shared their passion for Uncle Nearest. Derek, originally from Detroit but now living in Atlanta, stated, “I’m a fan of Uncle Nearest. I go there every year, and when they had this event here, I couldn’t miss it.” When asked what attracted him to Uncle Nearest, Derek said, “Just the way it came about, who Nearest Green was. When we’ve been up to the distillery, it’s intriguing. It’s fascinating. And I became a fan from this piece of the story.”
Patricia, his wife of 32 years, attended the event to support her husband’s interest. “I am not particularly a whiskey fan,” she admitted, “but because he loves it and whatever he loves, I support it. His favorite thing to do during this time of year is go up to Uncle Nearest, so we always make sure that happens.”
In 2017, Weaver established the Uncle Nearest Premium Whiskey brand, becoming the first Black woman to lead a significant spirits company. Notably, Uncle Nearest also became the first American spirits brand to feature an all-female executive team.
The book is already making history as it is currently holding a Guinness World Record. Weaver explained that she had signed 500 copies of the book that week, emphasizing that a special red signature on the front of a book indicated it was a pre-ordered copy. Weaver revealed that she had initially committed to signing up to 10,000 pre-ordered copies by March 3, but due to overwhelming demand, with pre-sales exceeding 10,000 copies, her publisher advised signing 25,000 books to ensure every pre-order was fulfilled. Determined to honor her promise, Weaver set a goal to sign for 24 hours straight, surpassing the previous record of 6,908 books signed in one sitting, a record set in India.
By 2018, the brand had expanded to 12 countries, becoming the top-selling Black-owned spirit of all time. In 2019, Uncle Nearest celebrated another milestone by opening its first distillery on a sprawling 270-acre ranch in Shelbyville, Tennessee.
