Fawn Weaver’s Use of Storytelling to Build Her Brand in the Spirits Industry
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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. In 2023, Weaver announced plans to expand into cognac with the goal of building the next major alcoholic beverages conglomerate. 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.” |
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