Samara Rivers is the Chief Bourbon Enthusiast and Founder of the Black Bourbon Society (BBS). Her love for bourbon began on a family trip to New Orleans after taking the suggestion of a salesman who introduced her to his favorite spirit. She became an instant fan and spent every Friday for an entire year creating and mixing new cocktails with bourbon.
Samara created BBS after realizing that there was a lack of direct consumer marketing geared towards people of color in the spirits industry and that most bourbon brands had no idea how much their popularity has grown among African Americans.
Black Bourbon Society brings together African American Bourbon Enthusiasts from across the country. With over 4,500 members, we’ve partnered with and featured several brands including Wild Turkey, Maker’s Mark and Four Roses. Through exclusive events, curated dinner pairings and private whiskey tastings in markets such as ATL, LA, and Chicago, BBS encourages its members to enjoy good bourbon, network with like-minded bourbon lovers and gain a deeper appreciation for America’s Native Spirit.
I love Samara’s passion for all things bourbon! Check out more of what she has to say about America’s spirit below:
What is Black Bourbon Society?
Black Bourbon Society is a tiered membership organization open to everyone who enjoys premium spirits and is interested in gaining a deeper appreciation for America’s Native Spirit. Black Bourbon Society is crafting a movement that showcases the value of the niche lifestyle and sophisticated palates within the African American Community and beyond.
Why did you create BBS?
After realizing that there was very little direct consumer marketing geared towards people of color in the spirits industry, I began to brainstorm how to raise awareness of an emerging trend and demographic of upscale African American professionals who have high disposable incomes, enjoy luxury products and premium spirits. And thus, Black Bourbon Society was created.
Why did you choose to focus on bourbon?
I chose to focus on bourbon because it was the only spirit I was truly passionate about. It's such a complex spirit, America's Native Spirit, and each barrel, bottle, brand is different. The science and strict production rules also intrigued me. Bourbon must be at least 51% corn grain, aged in a newly charred American oak container. There are a long list of other rules that also go into making bourbon yet despite all of that, there is so much creativity and innovation happening in bourbon production right now. It's fascinating!
Do you feel like there is a gap in the spirits industry and black Americans?
Totally! There is a lack of inclusion from within the brands and also in how the brands market to their black American consumers. I created this company because I saw a huge disconnect between the two. And it wasn't that the brands were specifically excluding the demographic; it's because they were not aware of us and didn't know how to approach us. I believe it boiled down to a lack of awareness and not having a diverse staff to bring it to their attention.
BBS fills this gap by being the bridge. We work directly with the brands to create direct consumer marketing events and experiences specifically for our niche demographic of upscale African Americans who are conscious consumers, collectors, and eager to learn more about the spirit. We also advocate for the brands to diversify their internal staffing. There is a small handful of African Americans that work with these brands but none at the leadership level. There is much work to be done. Not only in the bourbon business, but in the spirits industry as a whole.
