As the holiday season ushers in festive celebrations, a wave of black-owned beverage companies in Atlanta is making its mark on the spirits market, catering to diverse tastes and preferences.
Among them, Pronghorn, founded in 2021 by three dynamic individuals, including Dia Simms, aims to not only create exceptional spirits but also serve as a guiding light for Black founders navigating the complex industry.
Simms recently talked about the challenges beyond crafting quality beverages, stating”
“It’s not an industry where you can just be talented enough to be great.”
Pronghorn, backed by industry giant Diageo, seeks to provide resources, mentorship, and opportunities for Black-owned spirits brands. Simms envisions Pronghorn’s success serving as a blueprint for diversification across various industries.
The company, situated in Alpharetta’s Avalon community, collaborates with brands such as Anteel Tequila, Greenwood Whiskey, Island Jon Vodka, and Red Hazel Whiskey. Through partnerships with entities like The Gathering Spot, Pronghorn actively contributes to fostering diversity in the spirits industry.
Beyond alcoholic beverages, the holiday season sees a rising demand for non-alcoholic alternatives. Sober Social, nestled in Castleberry Hill, offers a unique space for individuals seeking a merry experience without alcohol.
Aja Wolfe, the owner, curates a menu featuring mocktails like the Socialite, non-alcoholic beer, and wine. Sober Social is also exploring canna cocktails, incorporating a hemp-derived delta-8 blend.
Aja Wolfe shared:
“I often hear, ‘Alcohol just doesn’t do the same thing for me.’ ‘I want to be out but I just can’t drink it,’ or ‘I just don’t want to.'”
Sober Social provides a haven for various patrons, including those in solidarity with pregnant partners, individuals maintaining sobriety, or those simply curious about the vibrant non-alcoholic options available.
In the West End, Luther Ocasio’s Altered Bar offers a unique experience with non-alcoholic herbal and cannabis-infused drinks. Ocasio designs beverages tailored to specific moods, creating an immersive experience at The Bardo, an immersive design gallery.
As Atlanta becomes a hub for innovative beverage makers, from zero-proof concoctions to spirited fare, Black entrepreneurs are at the forefront, contributing to a new era of beverage diversity and inclusion.
The holiday season serves as a backdrop for these visionary businesses to shine, offering a blend of tradition and innovation.
