BLACK HISTORY MONTH 2024: Meet founder and CEO of the only Black-female-founded flavored whiskey brand

Nicole Young, founder and CEO of the market’s only black-female-founded flavored whiskey brand, Frisky Whiskey.

NEW YORK (1010 WINS/WCBS 880) — Nicole Young, founder and CEO of Frisky Whiskey, the market’s only Black female founded flavored whiskey brand, shared the inspiration behind the brand in a conversation with 1010 WINS in a special episode for Black History Month.

“I like to drink. Do I drink all the time? No, I do not,” Young said. “Some people have the idea that, oh, you’re in a whiskey company. You must be sitting back. No, actually, not true.” Her approach to whiskey is not just about consumption but about fostering a culture of inclusivity.

Young, a native New Yorker from Brooklyn and a first generation American and only child of Panamanian immigrants, launched Frisky Whiskey with the help of a professional relationship. “My business partner and I have been friends, colleagues, collaborators, and professional cohorts for many, many years,” she explained. Her partner, James Landis, had previously launched a successful brand known as Hypnotic.

Frisky Whiskey stands out as the highest-rated flavored whiskey, boasting a 95% at the “Ultimate Spirits Challenge.”.

After Landis sold his brand, the idea of creating a new whiskey came up for Young, especially one that would appeal to non-traditional whiskey drinkers like herself.

“He had ideas and he knew that he wanted to target somebody like myself who was not a whiskey drinker,”  Young said. Together, they developed a brand that would stand out for its flavor and accessibility.

Their collaboration had a unique concept. “And what we came up with was an idea to do a caramel and a vanilla whiskey because those are the underlying notes that you find in premium whiskey,” Young said. This profile aimed to invite even those unfamiliar with or hesitant about whiskey.

Young  described the startup process as “very long and painstaking,” which included sitting through approximately 45 taste tests to perfect the flavor profile. Decisions ranged from the intensity of vanilla and caramel to the types used, ensuring that every aspect of the flavor was just right.

For Young, changing the intimidating image of whiskey became the mission. “There is an idea about whiskey that a lot of people have. It’s very intimidating. It’s not necessarily something that people want to dive into,” she said. Her vision for Frisky Whiskey was to change these preconceived notions and to introduce a spirit that was both approachable and enjoyable.

“As I mentioned before, as somebody who was not at all a whiskey drinker, I was shocked, first of all, just by what the traditionalists like about whiskey is that they call it warmth. I call it, “cough, cough, cough,” Young said with a laugh. “I always say my goal is to put a smile on your face, not hair on your chest.”

The brand offers a blend of flavors that appeals to those who may shy away from the traditional whiskey profile, with a flavor rich in natural caramel and vanilla flavors—notes that are the undertones of premium whiskey—without any artificial ingredients or preservatives, Young explained.

Young’s vision for a pleasant drinking experience is part of Frisky Whiskey’s identity. “What sets Frisky apart really is that smooth experience. It is the highest rated flavored whiskey ever,” she said. “We’ve received more awards for taste than any other flavored whiskey.” The whiskey is produced in produced in Charleston, South Carolina.

Young also talked about the importance of representation. “Representation has to happen!” she said, highlighting the importance of diversity in the industry. Collaborating with “Black Spirits Legacy,” an organization spotlighting Black-owned spirits, beer, and wine brands, Young works to showcase the contributions of Black entrepreneurs to the spirits world.

Young was also asked whether being Black has been a hindrance or a blockade in the spirit industry.

“The thing about being Black, is, I don’t consider it a card,” she said. “It’s a reality. There’s no denying it. Like if you see me, if you see a picture of me, you’ll see I’m Black. There’s no getting around that.”

She continued, “So whether it’s a benefit or a hindrance, it is what it is. I’ve always just sort of done what I do and that’s just who I am. And it is part of the story because of who I am, but it’s because it’s who I am, but it’s certainly not, it’s not my whole story.”

Young acknowledged the shift in the industry’s approach to inclusion, saying, “And so there have been programs that have been implemented in the spirits industry specifically, as well as in, as well as in retail that allow for people of color, Black people specifically to be able to have representation and to be seen because it’s really not about playing the card. It’s about the truth, which is that until now we were completely ignored.”

She reflected on the historical challenges faced by Black owners in the spirits industry, “You have a product. Oh, it’s good. Okay. Moving along because most brands get that response in the spirits industry. That’s the cold, hard truth about it. So if you’re a black owner, you’re already going to be at the back of the line.”

She continued on a positive note. “But now that there are programs specifically being put in place, diversity, equity and inclusion programs, for Black owned businesses specifically,” she said. “It’s about time. We’re getting an opportunity and it’s not to say that everybody’s going to get their chance that deserves it, but certainly there’s more of an opportunity and an outlet for us to do that at this time.”