During the COVID-19 pandemic, many businesses faced uncertainty and disruption, but for DrinkIV20, it was a pivotal moment of innovation. The founder, Row, saw this challenging time as an opportunity to create something truly unique, leading to the development of IV20 Terp Vodka. This premium vodka is infused with natural cannabis-inspired terpenes, offering a distinctive flavor profile without any THC or CBD. This bold move not only differentiated the brand in a crowded market but also resonated with consumers looking for novel and culturally authentic experiences. The lesson for aspiring minority entrepreneurs in the spirits industry is to embrace innovation, especially during challenging times. By combining cultural authenticity with high-quality product innovation, you can carve out a unique space in the market. This approach not only helps in building a distinctive brand but also in creating a deep connection with your audience. Embrace the challenges as opportunities to redefine what your brand can offer and how it can stand out. For more insights, check out how IV20 Terp Vodka expanded to California, embracing the 420 culture with its unique cannabis-inspired vodka. Steven Mitts CEO, Founder IV20 Spirits drinkiv20.com
The most pivotal decision I made when helping a minority-owned brand grow was the choice to stop chasing every possible customer and instead focus on building a deeply loyal local community first. Early on, there is a temptation to cast the widest net possible, especially when you feel like you are already starting with less visibility than established competitors. But narrowing focus was what actually created momentum. In my work at Scale By SEO, I have seen this pattern play out with several minority-owned businesses we have partnered with. The ones that try to compete on every front at once burn through their budget without gaining real traction. The ones that double down on their story, their neighborhood, and their core audience build something that actually sustains itself. For a spirits brand specifically, that means owning your origin story and letting it guide every marketing decision. If your heritage, your family recipe, or your community connection is what makes you different, then every piece of content, every tasting event, and every retail partnership should reinforce that narrative. People do not buy spirits just for the liquid in the bottle. They buy the story and the identity that comes with it. The lesson I would share with aspiring minority entrepreneurs in this industry is to resist the pressure to water down what makes you unique in order to appeal to a broader market. Your background is not a limitation. It is your competitive advantage. The brands that lean into their identity attract customers who become advocates, and that word-of-mouth is worth more than any advertising budget. Build your foundation locally, prove your concept with real customers who believe in your mission, and then scale from a position of strength rather than desperation.
One pivotal lesson I often reflect on as a founder is the moment you decide whether your brand will compete on visibility or on authenticity. In industries where heritage, culture, and identity play a meaningful role, the temptation can be to follow existing playbooks created by established players. But for minority entrepreneurs, the real advantage often comes from embracing a distinct story rather than trying to replicate what already exists. A defining shift for many founders comes when they stop positioning their brand only as a product and start presenting it as a perspective. When the narrative behind the brand reflects genuine cultural influence, lived experience, and craftsmanship, it resonates in a way that marketing alone cannot replicate. Customers increasingly value brands that represent a real voice and a clear point of view. Another important realization is that credibility grows through community before it grows through scale. Early support often comes from people who connect with the mission behind the brand. When founders invest time in building those relationships and telling their story openly, the brand begins to travel through word of mouth, local networks, and cultural communities that appreciate what the product represents. One line I often share with founders across industries is this: "Your differentiation is not the obstacle you need to overcome. It is the advantage you need to articulate." For minority entrepreneurs, the history, culture, and perspective behind the brand are often the elements that make it memorable. The broader lesson is that growth rarely comes from trying to look like the established players in the category. It comes from showing the market something it has not experienced before. When founders confidently express their identity, values, and craft, they create a brand that stands out not just for what it sells, but for what it represents. Website: https://www.wisemonk.io/
Minority-owned spirits brands can significantly enhance their visibility and credibility by partnering with local communities and influencers. For instance, a whiskey brand that faced challenges in a competitive market opted not to pursue traditional advertising. Instead, they collaborated with minority-owned bars to host tasting events and engaged local influencers supportive of minority businesses. This grassroots approach fostered authentic connections and brand loyalty, highlighting the importance of community engagement for aspiring minority entrepreneurs.
Building a minority-owned spirits brand involves navigating distinct challenges and opportunities in marketing. A key turning point for us was shifting our strategy to focus on influencers and brand ambassadors within communities of color. This pivot not only changed our business trajectory but also enhanced our understanding of the spirits industry and affiliate marketing, proving traditional marketing methods were less effective for our target audience.