Sheila Jackson and Natasha McCrea are revolutionizing the predominantly white and male world of whiskey. What initially started as an innocuous dinner conversation has now morphed into a groundbreaking venture. Jackson McCrea Whiskey marks the inception of the first Black women-owned whiskey brand in California, launching in 2022 with aspirations to transcend mere taste.

Both Jackson and McCrea leveraged their extensive experience in the wine and spirits sector, fully aware of the challenges Black women face when starting a national whiskey brand.

During the development of their distinctive blend, their aim was to cater primarily to women, creating a whiskey ideal for neat sipping, characterized by deep, subtle flavors with hints of smoke, caramel, and spice. Jackson and McCrea achieved what they describe as “liquid gold” through a unique distillation method that uses Tennessee rye in French oak wine barrels.

Jackson McCrea has recently garnered recognition in the wine and spirits industry by winning silver medals at both the New York International Spirits Competition and the Bartender Spirits Awards this year. In addition, the company initiated the JM 100 initiative aimed at supporting and celebrating women who are making significant impacts and fostering inclusion in various fields.

Blavity conducted an interview with the founders of Jackson McCrea Whiskey, focusing on the role of women in launching the whiskey brand and promoting Black female inclusion in the spirits sector.

What motivated the launch of Jackson McCrea?

Natasha McCrea: Women have historically contributed to the whiskey industry in many roles like innovators of distilling technologies, early rum runners, distillers, and initial consumer base. Despite this, whiskey has been typically marketed predominantly as a beverage for men. Our goal is to reintroduce and reaffirm the role of women in the whiskey narrative.

Sheila Jackson: We want women whiskey lovers to know we see them. This brand represents our commitment to empowering women to take up space and to create a luxurious experience that invites them to exhale and indulge in an exceptional whiskey made especially for them.

Were you both always fans of whiskey, or did it grow through the development of your brand?

NM: My first introduction to whiskey was while working for a C-suite executive who loved scotch. That opened the door to me exploring other whiskeys and classic cocktails. My husband and I love to rate bartenders based on their ability to make a good old-fashioned.

SJ: I grew up in Tennessee, where family gatherings included spades, a lot of laughter and good whiskey. My family was old-school and believed the family should teach a child about alcohol. So they indulged my curiosity and allowed me to taste it, probably thinking I would hate it. But it was love at first sip.

Despite progress in the spirits industry exemplified by brands like Uncle Nearest, the whiskey sector remains predominantly controlled by white men. Can you share your experiences running a Black-women-led brand?

SJ: Often, industry vendors and professionals urge us to conform to traditional methods in terms of product presentation and communication.

NM: Initially, for instance, we were cautioned that our assertive branding might deter male customers. However, the reality has proved quite the opposite – men are enthusiastic supporters of Jackson McCrea.

Historically, whiskey has been viewed as a “masculine drink.” How is Jackson McCrea working to alter this perception?

NM: We are literally changing the face of whiskey by expanding the visual footprint of women who enjoy whiskey. When we first began, it was almost impossible to find images of women drinking whiskey.

SJ: At Jackson McCrea, “she makes the rules.” We surveyed women and asked them how they liked their whiskey. Then, we crafted Jackson McCrea based on that flavor profile.

What makes the distilling process of Jackson McCrea Whiskey so unique?

SJ: I’m a big wine geek. And in wine, terroir is everything. The same holds true for whiskey. There’s something so special about the rich soil of Tennessee — and also the mineral-rich limestone water. You can still drink water from the tap there. Those two elements are the foundation of the unique flavor of Tennessee whiskey.

Is there something special about the Tennessee Rye that you use?

NM: Yes. We use an ultra-premium 5-year-old Tennessee Rye, aged in charred American oak barrels. We knew that would impart the caramel notes, vanilla, and toasted wood that are part of our developing flavor profile.

SM: We brought the whiskey to California Wine Country to rest in French oak Syrah barrels to complete that profile. The tight grain of the French oak smoothes out any harsh edges and imparts a little smoke. And the Syrah barrel adds depth and nuance along with peppery spice.

Do you have a favorite/most suggested way to enjoy Jackson McCrea?

NM: My favorite way to enjoy Jackson McCrea is in an old-fashioned.

SJ: I love it neat with two dashes of chocolate bitters.