Dive into the vibrant Caribbean spirits industry! This dynamic panel explores the rich legacy, crucial ownership, and exciting opportunities within this global market. Discover how entrepreneurs are honoring culture and building authentic brands in the fast-growing spirits sector.
Learn about the journey of Black Leaf Organic Vodka founders as they navigate the competitive landscape, emphasizing quality and authenticity. Understand the cyclical nature of the spirits market and the strategic importance of securing a presence, even when other categories like tequila dominate headlines.
This conversation highlights the power of entrepreneurship and the need for representation in industries where cultural influence is strong but ownership has been historically lacking. Join us for an inspiring look at the future of black ownership in the global spirits industry.
#CaribbeanSpirits #BlackOwnership #SpiritsIndustry
Learn about the journey of Black Leaf Organic Vodka founders as they navigate the competitive landscape, emphasizing quality and authenticity. Understand the cyclical nature of the spirits market and the strategic importance of securing a presence, even when other categories like tequila dominate headlines.
This conversation highlights the power of entrepreneurship and the need for representation in industries where cultural influence is strong but ownership has been historically lacking. Join us for an inspiring look at the future of black ownership in the global spirits industry.
#CaribbeanSpirits #BlackOwnership #SpiritsIndustry
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LifestyleTranscript
00:03Our next panel, we're going to talk to some more entrepreneurs that are in the spirits
00:12business, and we're going to take this one to the Caribbean, all right?
00:18So y'all can fire y'all the space, fire y'all the place, and we're going to talk a
00:21little
00:22bit more about the spirits industry, and we're going to go with the legacy, ownership, and
00:27opportunities in the Caribbean spirits, because a lot of times we have been blackballed, we've
00:33been pushed out of it, but we're about to talk about it a little bit.
00:37That's right.
00:37The Caribbean's influence on the world, the spirits exist far beyond the bottle, and it's
00:43a tradition, and our next conversation is going to explore that lasting legacy, while we look
00:50forward to the future of black ownership and opportunities in the global spirits industry.
00:55All right, so we're going to start this panel in a minute.
00:58Joining us will be moderator Crystal Garner, alongside Monte Burrow and Kevin Larquet, co-founders
01:05of Black Leaf Organic Vodka.
01:09All right, so we'll talk about that and how they can build up their authentic brands and
01:14honor the culture and make sure we know that they can be a part of the world's fastest growing
01:19industry.
01:20So big ups to Crystal.
01:22You good?
01:23I'm Gucci.
01:24I am Gucci.
01:25I am Gucci.
01:25You moved around a little bit.
01:27You've been on your grand hustle.
01:30I've been on my grand hustle, Nixon 5, you know.
01:33You ready?
01:34I'm ready.
01:34I was more ready.
01:35All right.
01:36We got some more guests that'll be coming out.
01:38Crystal's going to handle that.
01:39Let's get it in.
01:41Awesome.
01:41Awesome.
01:42Awesome.
01:42Super excited to be here at Food & Wine Stage.
01:45Essence has been a vibe and an energy, and the spirits industry is super, super important
01:51because we have a lot of people that are doing great things right here in our culture that
01:56we need to have conversations with, empower, and support.
02:00So without further ado, I would like to bring out the illustrious owners and founders of Black
02:06Leaf Vodka.
02:07Please give a round of applause to Monte and Kevin.
02:15Awesome.
02:17Come on, guys.
02:18Sit down.
02:19Do y'all need a shot?
02:19Y'all okay?
02:20Yeah, shot.
02:21Shot.
02:21You need a little heat pour of some vodka?
02:23Five o'clock somewhere.
02:24One, two.
02:25One, two.
02:26One, two.
02:27All right.
02:29So we are going to have a great conversation talking about entrepreneurship legacy in this
02:36beverage industry.
02:38We all love a good cocktail.
02:40If you like to drink, make some noise.
02:42It's okay.
02:43You don't have to tell us if you drink.
02:44I know.
02:45And if you are drinking vodka, hopefully it's Black Leaf.
02:49So Monte and Kevin, I want to have a real conversation about this industry, specifically when
02:56it comes to the category of vodka.
02:58How are you guys able to win so many awards with vodka, knowing that when it comes to consumers
03:06right now, they are focused on tequila?
03:08And vodka used to be that spirit that we all were drinking.
03:12I can attest my greenhouse days in New York City at the club with the promoter table.
03:16We always had vodka, but we saw a shift happen when COVID happened and everyone was buying
03:22stuff from the liquor store to drink at home because they couldn't go outside.
03:26And they were buying tequila.
03:27So tequila finally took over and, you know, was a little bit above vodka.
03:32So how are you guys able to still win these awards and market your product in a world that
03:37is obsessed with tequila?
03:39You know, so first and foremost, thanks for having us.
03:41Absolutely.
03:42What's super interesting is we always lead with quality, quality and authenticity.
03:48So for Kevin and I, when we think about the category, it's less about the category and
03:54more about the opportunity.
03:55You're right.
03:56Everybody's talking tequila these days.
03:59And if they're not talking about tequila, they're talking about more tequila, you know,
04:03and it happens.
04:05But the spirits industry is cyclical, right?
04:07So it's somewhat like fashion.
04:09What goes around comes around.
04:11And I think one of the things that stood out to Kevin and I, so when you think about being
04:17in a position where you know you deserve to win, why not win big?
04:21Exactly.
04:22Even though right now a lot of people are talking tequila, if you look at the numbers,
04:26vodka is still the largest spirit by value and by volume, right?
04:30So why should we not be in that space where the value is and own a piece of it and
04:37do it
04:37and do it the best?
04:38And we have to be in these spaces, right?
04:40I remember there was a whole opportunity when it came to the beauty industry and we weren't
04:44owning the products that we were purchasing.
04:48So now we're back in the space of we're not owning the products we're purchasing, but when
04:52it comes to the spirits brands and you're taking on a challenge going into vodka.
04:56But let's talk about how we got here, right?
04:58So yes, there's opportunity, but you're not new to this.
05:02So let's talk a little bit about both of your career trajectories that brought you here
05:06to ownership in the spirits industry.
05:09Yeah, I'll start.
05:10So my background is in finance.
05:12So originally I'm from the continent.
05:14Here we go.
05:16And ended up in DC, background in finance.
05:18But what I saw was, you know, something that you're talking about ownership, right?
05:23Culture would drive all of these brands, make them hot.
05:26But when it comes to ownership, it was crickets, right?
05:29So for us, it was important to change that around, show that we can also play and execute
05:35at the highest level.
05:37And key point being the highest level, right?
05:40So the intentionality with the brand quality.
05:43So that's kind of what inspired the brand and what we're trying to achieve with the product.
05:48Absolutely.
05:49Yeah.
05:49And I've been in this world for a long time.
05:52I won't bore everyone with all the details.
05:53But I've been with some of the largest alcohol companies.
05:57My last stint was with Diageo, where at one point I ran marketing globally for Seagrams.
06:04And, you know, I'm traveling the world, making great money, seeing a lot of different things.
06:08And I'm like, why don't I go home and own what I'm doing?
06:13And that was my aha moment.
06:15So, you know, when Kevin and I met and Black Leaf was sitting on the table, if you will, we
06:22said, you know,
06:23this is a great opportunity to show the world that we can build some amazing brands and do it bigger
06:29and better than what's out there.
06:31Absolutely.
06:31You said something super important about traveling the world, representing brands, right?
06:37And noticing that we aren't the owners of brands, yet we are a high level of consumers.
06:42I can definitely attest to Seagrams gin.
06:45That was my first gin I ever tried, that bumpy bottle.
06:48And I'm pretty sure that that attributes as to why is one of my favorite spirits today, even though I
06:52work on agave,
06:53because that's where, for me, the money resides.
06:56But we do need to continue to have these conversations about how we aren't in that room.
07:01But now we are, we are owning brands, but you guys aren't just owning a brand.
07:06You guys own Proof Theory.
07:08Proof Theory is, yes, Black Leaf is what we're talking about today, but there's so much more coming because of
07:13what you built.
07:14So can you talk to everyone about Proof Theory, what that is, and what that means for the culture moving
07:19forward when it comes to spirits and us being represented?
07:21You know, so the reality is we believe that we should preserve our culture.
07:28And from our vantage point, preserving our culture is best done through entrepreneurship.
07:33So Proof Theory is somewhat of an incubator, some part accelerator, some part venture studio, if you will,
07:40with the premise being that we are working on building some of the most, I would say, the next leading
07:48brands in the beverage space.
07:50So what sticks out to me, how many people got a chance to go to the concert last night?
07:56Anybody?
07:57I was at the concert.
07:58Was anybody at the concert last night?
08:00So something that stood out to me, he and I were walking around when Cardi B was performing.
08:06And I don't know, I think the market in me, I look at things through a different lens.
08:10I wasn't looking at the performance.
08:12I looked at all the cameras that were out in the audience.
08:15And I looked at him, I said, man, she has a made up, and I don't mean made up as
08:22in fake,
08:23but a made up choreography of marketers and advertisers for free right now.
08:29You know, and imagine a brand being in front or getting in front of those cameras.
08:34Well, how do you do that?
08:36It's through culture.
08:37But again, we don't own the culture.
08:39So, you know, my mind just starts spinning.
08:43And when you think about proof theory and what we're building, I'm popping these peas on here.
08:48It's an opportunity for us, again, to create that, take that through line of quality,
08:54that through line of, hey, we come to events and they're sponsored by brand X, brand Y.
09:00But again, we don't own those brands.
09:03We have to flip the paradigm, and that's what we're doing through proof theory.
09:08Absolutely.
09:08You go ahead, Kev.
09:09I feel like you have something to add to that.
09:11No, no, that was perfect.
09:12That was perfect?
09:13Okay, I'm going to let you rock this time.
09:15Let's talk about this, actually, because you're from the continent.
09:18Being from the continent, was vodka something that was very, very popular there,
09:23or were there other spirits that led the charge on the continent that you would either want to work with
09:31or that you see as the future to represent the continent?
09:35Yeah, I mean, I think there's obviously indigenous spirits on the continent.
09:40So Ghana has something.
09:42It's called Akpete Shin.
09:44Nigeria has something.
09:45Benin.
09:46So you have all these fragmented things.
09:48But drinking culture is converging.
09:50So if you go to Lagos, you go to Accra, they're drinking tequila.
09:55They're drinking Patron.
09:56They're drinking all of these things.
09:57Thanks for the plug.
09:58Actually, I do work for Patron Tequila, so that's awesome that you said that.
10:01Right.
10:02So they're drinking all of these things, but there's very little ownership and commercialization.
10:08So I think there's a great opportunity just kind of like to showcase that, you know,
10:13showcase from what we're doing and then even inspire people on the continent to have ownership.
10:18So I'll give you a quick example.
10:20When you think about the largest spirit company in the world, any guess what it is?
10:26You're asking me?
10:27Most people will say Diageo.
10:29It isn't.
10:30It's a company called Kei Chao Muay Thai.
10:33And all they do is they sell one spirit to China, to Chinese people, and they're dominating.
10:39So if you think about the continent, you know, 20 years from now, one in four people in the world
10:43are going to be from Africa.
10:45So if we simply even held those indigenous products and sold it to ourselves, that is great value right there.
10:53So I say all that to say we need to be thinking about ownership on all types of levels.
10:58And if I could add to that, not even just drinking in the continent, but what we have to own
11:03is the supply chain, right?
11:05Absolutely.
11:05So a lot of times we think about the glamour, the marketing, but what about the supply chain, the farmers,
11:11the ingredients that come in?
11:12Own that entire supply chain.
11:14Again, I want us to eat, and I want us to eat big.
11:18It's no time for appetizers.
11:20We need to eat the entrees.
11:21So that's what we're pushing.
11:23No, I 100% agree.
11:24Oftentimes, you see people that look like us that own brands or say they own brands, but they actually really
11:30don't own the brand.
11:31They went to a place and had the opportunity to work with the brand, and then they put their signature
11:39on a piece of paper, and now they're an owner.
11:42Versus actually owning the supply chain, making sure that your product is quality and not something you just put your
11:48name on.
11:49Making sure it makes sense for the culture, making sure that it's cocktailable and that it's not nasty.
11:53You know, there's a lot of things out here that just do not follow the right way of doing things.
11:59So when we talk about the spirits industry and sports, because I love sports, the spirits industry 101, there are
12:07certain spirits you can't just go out there and create, right?
12:10There are regulations.
12:11There are rules to things that you can and can't do.
12:13Like to be a cognac, you have to be made in the cognac region of France.
12:18To be a champagne, same thing, champagne region of France.
12:22To become a tequila, you have to be made in one of the five tequila-making states in Mexico.
12:28But when it comes to things like rum or when it comes to things like vodka, you can make it
12:33kind of anywhere, a little bit wild, wild west.
12:36So I want to deep dive a little bit into your vodka, Blackleaf.
12:41Why did you decide everything that goes into the production of this?
12:45Why did you choose where it's made?
12:47Why did you choose how come it's organic and what does that mean?
12:52And why did you choose to distill it five times?
12:55You know, I could go.
12:56So it's made in France purely from a chance meeting.
13:00So, you know, I'm a dreamer.
13:03I'm entrepreneurial.
13:04I was on vacation in Cognac, France, and I met a master craftsman.
13:08So when that opportunity kind of aligns and you really connect with someone who, as you're talking to them, you
13:16see the passion for their craft, it connects to yours.
13:19So that's what led to us creating it in France.
13:22And then, you know, having the vision for organic, it was, again, just being visionary, right?
13:29Because if you think about AI right now, it's everywhere.
13:34It's pervasive, right?
13:35It's undeniable.
13:37In the same way, I had that conviction that organic sustainability, that was the future.
13:42And we've been proven right because the times, the trends have caught up to what we're doing.
13:47So it's kind of that vision that led to, and I think I may have missed one of the.
13:53Distilled five times because you can distill.
13:55So, like I said, why was the spirits like rum and vodka?
13:58There's not much rules and regulations to how you make it and where you make it.
14:02So why did you choose five times distilled?
14:04Yeah, I mean, to be honest with you, my only terminology and knowledge at the time was smooth.
14:10I was not technical.
14:12I was like, I need this thing to be smooth.
14:14So send it back to me as many times as you need to.
14:17And we went through so many iterations.
14:19And then later on, I started appreciating the aspects of what the five-time distillation process leads to.
14:26Yeah, you know, it's funny because when it comes to vodka, a lot of times they say the more distilled,
14:32the better.
14:32But I feel like a lot of times when you distill it, sometimes you get to the point where it
14:36tastes almost like water, like nothing.
14:37So was the goal smoothness but also just cocktailable?
14:42Like what was the goal with the distillation?
14:43I feel like, Monte, you was about to say something.
14:45No, what I was about to say is you're spot on.
14:47So a lot of times it's interesting talking to people.
14:50They say, well, I only want something that's distilled seven times.
14:53You get to the point where you're stripping the actual characteristic of the vodka.
14:57A lot of brands that do that is because they actually don't have a good product.
15:01So they have to cut out the stuff that's in it that makes it bad, you know.
15:05Absolutely. Oh, man.
15:07It just breaks my heart a lot of times because if we, the miseducation, if you do not know, you
15:13do not know.
15:13You do not know what you do not know.
15:15So therefore you'll go in a liquor store and you'll go to buy a vodka and it's like, it's 20
15:19times distilled.
15:20I have to have this.
15:21You're probably drinking just straight water at that point.
15:24All right.
15:25So I know we talked about vodka.
15:27We talked about the business of proof theory.
15:29Let's talk about what's next, right?
15:32What are your goals for proof theory?
15:34What are your goals for Blackleaf?
15:36Where can we support, right?
15:39Are you guys nationally distributed?
15:42Can we go into every liquor store?
15:44Can we go into bars?
15:46Where are you guys located?
15:48How can we support?
15:49So I'll somewhat start with what's next and I'll kind of give you the 30,000 mile view of what's
15:55next, right?
15:57We say a lot of times we don't create brands.
16:00We don't create vodka.
16:02We create moments.
16:03And it's very important that we be a part of the moments that are important to you, right?
16:07So people are here.
16:09You guys are looking good.
16:11You're out celebrating.
16:12A lot of times that celebration has a glass of something in your hand, right?
16:16Be intentional about what you purchase.
16:18Be intentional about what you consume.
16:20You know, a lot of times when you walk around conventions like this, you see some of the best, beautiful,
16:27and brightest folks with beauty products and different things.
16:30And then you'll go home and you don't necessarily have that through line in other categories that you purchase, right?
16:38Like what you like, but give these brands, especially Black-owned brands, a try.
16:43I say that with an asterisk, and here's why.
16:45And I don't want any hate from this, but I got thick skin.
16:49Me personally, I don't support a product if I don't like the product and if it's not a good product.
16:54So we made sure that we created a great product.
16:57So there is nothing that you can say, well, yeah, let me try it because it's Black-owned.
17:01No, you're going to try it because it's an exceptional product.
17:03You're going to fall in love with it.
17:05How many awards again?
17:06So we won nine of the top alcohol consumer awards that you can win from Singapore to New York.
17:14And actually, it's more than that because we actually, because we won those nine three years back-to-back, we
17:19won platinum awards in those categories.
17:22So for context, one of the awards that we won nine times, Tito's, who you've all heard of, won it
17:29once in 2001, and there was that claim of fame.
17:31They talk about it a lot.
17:34It's like in every marketing through line, letting you know that.
17:38But that's, this is why these moments matter and these conversations are happening.
17:43You know, one of the things I kept saying is that I'm excited to be on a food and wine
17:46stage because my expertise is in hospitalities and the spirits industry.
17:51So having the opportunity to shine a light on a brand that is award-winning in a category that we
17:56are all familiar with, with brands that have only won at one time, this is why this stage exists.
18:04These are the brands we need to show support to and try.
18:08Just try it.
18:09You know, have a cocktail.
18:10So I did ask, distribution-wise, are you guys national, international, liquor store on and off premise?
18:17You know, sorry, my jargon just pops right out.
18:19So we're regional.
18:21So I'm based in D.C.
18:23Monte's in Atlanta.
18:25So, yeah, so we're in the DMV.
18:28We're in Georgia.
18:29So you can go into liquor stores and bars and restaurants and find us there.
18:33We also ship to 33 states through our website.
18:36So we try to get coverage.
18:37So if you're in Texas, wherever, we can ship it to you as well.
18:41And then as far as, like, bars and restaurants, so that's liquor stores.
18:46You also have in bars and restaurants distribution.
18:48Correct.
18:48Programming.
18:49So in hindsight, basically go to their website, find out where they're at, and go out, grab a bottle and
18:55support.
18:55So I'm going to make this one a fun one because I am an agave master, so I'm all about
19:00cocktail curation and education.
19:04So when it comes to black leaf vodka, what is your signature serve?
19:09I'm going to answer that in a different way.
19:12There is a mixologist bartender in Atlanta named Tandy Walton who's...
19:16Oh, Tandy is my girl.
19:17Did somebody record that?
19:18Tandy is my girl.
19:20Okay.
19:20So Tandy is, like, our unofficial third member of black leaf, right?
19:24I'm surprised we didn't bring her down here with us, right?
19:27But she curated our cocktail strategy for this year.
19:31Okay.
19:31And she created some great cocktails.
19:34One of them in particular is my go-to right now.
19:36It's called the Al Dente Martini.
19:39Al Dente Martini.
19:41And it's basically a black leaf martini with pasta water.
19:47Sounds crazy.
19:48It is unbelievably chef's kiss.
19:53Wow.
19:54Insane.
19:55Insane.
19:56Do we have it on the website?
19:57If we don't, we will make sure that if you want to try it.
20:01And put Tandy's photo right next to it.
20:02Right, right, right.
20:02Curated by the Tandy Walton.
20:04We will be back here for Tales of the Cocktails, so I will be with Tandy.
20:07That is, I just absolutely love her.
20:09If you don't know who Tandy is, she is actually a world-renowned cocktail curator.
20:15She is in the Smithsonian for her cocktails.
20:18She is from the continent, as you like to say.
20:21And to have her as the person, and I didn't know that until now.
20:24I just learned that information.
20:25The person that created your cocktail strategy, what a blessing and what an honor.
20:29Now, without the Tandy-ism, when you're drinking Blackleaf at home, and I know you're not making
20:37the cocktails Tandy made in the way she made them, what cocktail are you curating at home
20:41for all those that are going to go grab a bottle and go make a cocktail at home?
20:46I'll tell you, you know, a mule.
20:48Mule is very simple.
20:49We have a slight twist on it, a pineapple mule.
20:52That's one of the options.
20:53Are you using, like, pineapple juice, pineapple syrup?
20:56Pineapple juice.
20:57Organic pineapple juice, there's a particular kind that makes all the difference.
21:02But, yeah, I mean, that's a simple cocktail.
21:04But I really say however you drink your vodka, it'll elevate that cocktail because quality
21:10matters.
21:10So you talked about mixability.
21:12It mixes really, really well.
21:14So, you know, don't try to reinvent the wheel.
21:16Whatever you do, if it's cranberry, throw it in there.
21:18It'll be a good mix.
21:19We're not judging you if you drink vodka, cranberry, vodka soda.
21:23You can have all of those amazing cocktails.
21:24But if you want to have a cocktail that he said tastes delicious, Moscow mule, but we'll
21:30do it with black leaf vodka, some ginger beer, squeeze of lime, and some pineapple juice.
21:36Sounds delicious.
21:37What about you?
21:38It's funny.
21:39Mine is super simple, like you just said.
21:41It is vodka and soda.
21:43And the reason why is because I'm out, it sounds horrible, but I'm out drinking so much and
21:49tasting different things.
21:51When I come home, I want something super simple and dialed down because I'm trying different
21:56cocktails so much.
21:58But it's super simple and it's very approachable.
22:01So if you want to ease your way into it, that's a great way to ease your way into it.
22:07Put yourself a squirt of fresh lime in it as well, and then you can start adding.
22:11I would say whatever you do, though, I would keep the ingredients as fresh as possible.
22:15So fresh syrups, fresh fruit juices, keep it fresh.
22:20Keep it fresh.
22:21Not everything that you just buy in a store, okay, guys?
22:24Keep the cocktails fresh and keep them going.
22:26For me, I can't wait to try this in an amazing espresso martini.
22:31I love a good, well-quality crafted espresso martini with great espresso, espresso liqueur,
22:37a little simple, shaking very, very, very, very hard with my three coffee beans, with
22:43a nice little froth on the top.
22:44So I'm excited to try that with black leaf.
22:47Again, I just want to say congratulations.
22:51Congratulations.
22:51Because, again, since I'm in this industry, I know how hard it is to be in this industry
22:57and to look like us when you're just working in the industry.
23:02So to be an owner, congratulations.
23:04I look forward to all of the success.
23:06I want for you one time to just make sure everybody knows how to follow you as well as
23:12Black Leaf Vodka so they can continue to support your movements.
23:17So the website is black, as in the color, leaf like on a tree, vodka, like what's on the
23:23table, blackleafvodka.co, not .com, .co, as well as prooftheory.co.
23:30Our Instagram is blackleafvodka.
23:33I'm personally, so my name is Monte Burrell.
23:35So on Instagram, you know what?
23:37I'll keep it simple.
23:38Go to my website, monteburrell.com.
23:41All my stuff is there.
23:42Everything's there.
23:43Yeah, I mean, I guess my Instagram is, last name is Lakai, so L-A-R-K-A-I, then
23:50I-N-C,
23:51Lakai Inc.
23:52Awesome.
23:53And I'm your moderator, Crystal Garner, regional agave master, cocktail extraordinaire.
23:58I like to drink it all.
24:00And I'm excited that we had the opportunity to talk to Black Leaf Vodka.
24:04I'm looking forward to what we all do next.
24:06But what you all need to do is make sure you grab a bottle.
24:09So thank you so much.
24:10Thank you guys so much.
24:11And yeah, enjoy the rest of Essence.
24:13Thank you for having us.
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