March 2, 2024

Former finance professionals Chima Burey and Amani Macaulay successfully transition to the spirits industry.

In the bustling streets of New York City, where the pulse of finance beats incessantly, two friends found themselves at a crossroads, their paths intersecting at a fateful going-away party in 2012. Chima Burey, 47, and Amani Macaulay, 45, both seasoned finance professionals, felt burnt out from their careers in finance and wanted to embark on something new. In a city where success often hinges on the next big deal, they dared to prioritize a different currency: life balance. Recent research from the World Economic Forum underscores the universal desire for equilibrium, even within the high-pressure confines of the banking world.

Fueled by a shared vision and a passion for fulfillment, they embarked on an unconventional journey. Their destination? The dynamic realm of the spirits industry, where they would carve out a new path fueled by passion and purpose. What began as a casual conversation over dinner evolved into the birth of Duke & Dame in 2017. This Black-owned whiskey brand captured the essence of nostalgia with its salted caramel flavor profile.

BLACK ENTERPRISE connected with Duke & Dame Whiskey founders to discuss their transition from the finance industry to spirits, the challenges they encountered, and the legacy they are leaving.

From Finance to Flavor: A Serendipitous Encounter

The journey of the founders started with a meeting at a mutual friend’s goodbye party. According to Chima, the friend thought they were alike and needed to meet. This initial meeting ignited a friendship that eventually turned into a partnership driven by shared passion and entrepreneurial spirit.

The origin of Duke & Dame traces back to a dinner conversation where the idea of making a flavored whiskey was born a few months after they first met. Chima remembers that the dinner is where all the crazy ideas started. They pondered, “If you could start your own flavored whiskey, what flavor would you choose?” As they discussed this, Chima imagined a whiskey that tasted like the popular Werther’s Original candies. This idea set the groundwork for their flavor-filled journey.

A Journey of Innovation and Discovery

With the rise of the flavored whiskey market powered by the popularity of brands such as Fireball and Tennessee Honey, Chima and Amani perceived a unique opportunity to introduce their own salted caramel whiskey. Coming from a financial background, they dedicated themselves to creating the perfect blend, even transforming their kitchens into impromptu labs. As Chima, a former financial advisor, notes, “Our kitchens looked like chemistry labs.”

As they delved deeper into whiskey making, Amani, a former investment banker, aimed high, saying, “We wanted something different… something appreciated by whiskey aficionados and also enjoyed by those who may shy away from whiskey.” Driven by their ambition and commitment to quality, Amani and Chima left their finance careers in May and October 2017, respectively, and committed to prototyping, taste testing, and refining their whiskey until it met their standards of unsurpassed taste and sophistication.

Navigating Challenges and Breaking Barriers

Despite being skilled in finance, Chima and Amani faced challenges in understanding the complexities of the spirits industry. As newcomers in an industry traditionally closed-off, they had the daunting responsibility of comprehending the subtleties of whiskey manufacturing and distribution. Nonetheless, driven by their incredible work ethic and a desire for learning, they pressed on, receiving advice from industry experts and plotting their route to success.

While reflecting on their progress, Chima identified the lack of means and networking opportunities for black businesspersons in the spirits industry. “We didn’t have a community of black spirit makers to turn to,” he said. Still, they carried on, employing their resolve and durability to break down obstacles and establish their brand within significant retailers like Total Wine, ABC, Walmart, and Costco, where it sells for $29.99.

An Inheritance of Quality and Include-all Policy

Duke & Dame symbolizes more than just a label to Chima and Amani; it symbolizes their dedication to quality, inclusivity, and originality. On average, since 2020, the company has enjoyed a 45 percent boost in revenue every year and reported a 150 percent increase in case sales in 2022. (Duke & Dame chose not to disclose its annual revenue.) As Chima stated, “We imagine this power duo enjoying their whiskey together,” hinting at the brand’s name, which honors both men and women who relish its unique taste. With Duke & Dame, they hope to redefine the flavored whiskey scene, providing a product that breaks gender norms and appeals to a diverse crowd.

As they advance their presence and investigate new growth pathways, Chima and Amani persist in their commitment to producing superior liquors. “We’re in the innovation hub, generating,” Chima indicated, suggesting forthcoming offerings designed to enthrall both whiskey connoisseurs and beginners. With each Duke & Dame bottle, they entice customers to accompany them on a voyage of taste, advancement, and jubilation.

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