Beyond the Brand: Jackson McCrea’s Founders on Industry Innovation and Inclusion

Sheila Jackson and Natasha McCrea are rewriting the rules of the spirits business. As cofounders of Jackson McCrea, an award-winning premium rye whiskey brand, they’ve become more than just the first Black women to own a whiskey brand in California—they’ve emerged as powerful advocates for diversity and inclusion in an industry thirsty for change.

Their journey represents more than just creating exceptional spirits; it’s a testament to female entrepreneurship and the power of challenging traditional industry norms. In a sector where less than 1% of distillery owners are women of color, Jackson and McCrea have not only carved out their own space but are actively working to hold the door open for others who wish to follow in their footsteps.

We had the honor of chatting with these pioneering entrepreneurs as they shared their remarkable journey from concept to award-winning brand, discussing the challenges they’ve faced, the victories they’ve celebrated, and their mission to transform the spirits industry landscape.

Check our interview with Sheila Jackson and Natasha McCrea below.

Jackson McCrea
Sheila Jackson and Natasha McCrea

What was the initial spark or inspiration led you to start a premium rye whiskey brand?

Sheila: We knew there was a white space, a gap we wanted to fill. Women have not been meaningfully engaged by whiskey brands, despite their significant presence as consumers of the spirit. We’re changing that.

What drew you to the spirits industry in particular?

Natasha: Our mutual passion for whiskey.

Can you share the backstory behind the founding of Jackson McCrea? What was the process of coming together as co-founders and identifying the unique opportunity in the whiskey market?

Natasha: We came together because of our love for wine – and the fact that we’re also both in the entertainment industry. One evening, we met for a late dinner to celebrate my one-woman show – and discovered our mutual love for old-fashioneds.

After 4 years of friendship, we’d had lots of wine, but never whiskey. We discussed how women are often whiskey drinkers on the down-low – ‘in the closet.’ Ads and pictures show women drinking wine publicly, with friends. But when it comes to whiskey, some women have a tendency to be more private.

We talked about our love for the spirit. Sheila had been thinking about creating a whiskey brand. I had been thinking about it, too. So when Sheila suggested we launch a brand, I responded, “Hell yes! Let’s do it!” We knew we both wanted to launch this brand in a way that had never been done before.

As the first Black women to own a whiskey brand in California, what were some of the key challenges you faced in breaking into this traditionally male-dominated industry?

Sheila: Funding is a key challenge for black women founders, who receive .34% of VC funding. And, when funded, women founders (as a whole) receive about a quarter of the funding they seek.

We have been very fortunate to have been invited to the Techstars Business Accelerator and Diageo-backed Distill Ventures. Natasha and I are innovative in our approach to funding. We want women to feel a real sense of ownership of Jackson McCrea. So, we’re launching a raise on an equity crowdfunding platform that allows us to raise capital by engaging everyday investors.

How did you go about establishing credibility and building trust with your target customers and industry partners as newcomers in the spirits market?

Natasha: Collecting the data about women is a very important part of our brand. We began this journey with research. We literally asked women what they like, in a Women & Whiskey Survey. We crafted Jackson McCrea based on that flavor profile.

Can you share some insights into the creative process behind developing your distinctive rye whiskey blend and brand identity?

Sheila: We have created a whiskey that affirms and celebrates women whiskey consumers. At the same time, we weave our own story into the making of the whiskey. Jackson McCrea honors my Tennessee roots, Natasha’s California roots, and our love for great whiskey and wine. We sourced the finest Tennessee Rye, and bring it to California Wine Country to rest in French oak Syrah barrels. The result is a whiskey that is so smooth, sippable, and neat, with rich layers of caramel, smoke, and spice.

How have you navigated the financial and operational challenges of scaling a premium spirits brand in a competitive market?

Natasha: We’re developing a blueprint for growth, by starting out with distribution in the #1 state and #1 metropolitan area in whiskey consumption – Los Angeles, California. We’re also available via e-commerce in 46 states.

Can you describe the company culture you’ve cultivated at Jackson McCrea and how it supports your mission of female empowerment?

Sheila: We’re doing something that’s never been done before. So, we are committed to building a company culture where our team members know it’s time to break the rules, think big, and be bold. It’s a culture of empowerment.

What were some of the turning points or breakthrough moments that helped propel your brand to success and recognition?

Natasha: There have been many moments – the challenges that have only deepened our resolve. And the many highs, like the billboard in Times Square, Forbes feature, Techstars, training from Fawn Weaver. . . We know the best is yet to come.

How have you leveraged your platform as successful business owners to advocate for greater inclusion and diversity in the spirits industry?

Sheila: By being willing to share what we learn. We’re cultivating community with other women spirits founders. The spirits industry is laden with complex laws and information that is not always easy to access. It’s important to have a safe space with people for answers and resources.

What advice would you give to other aspiring female entrepreneurs looking to enter traditionally male-dominated industries?

Sheila: Find your tribe. Surround yourself with other women founders who understand the journey. Jackson McCrea hosts a quarterly Founders Salon where we engage in powerful conversation and Q&A with women founders who are disrupting in their respective industries.

How have you balanced the demands of running a growing business with your personal commitments and well-being?

Natasha: We understand that you cannot pour from an empty cup. Our company schedules wellness weeks. And we each have a self-care plan.

What are some of the key lessons you’ve learned about effective leadership and team-building as co-founders of a startup?

Sheila: Fearless communication. We want to work and move in transparency and integrity – so we establish an atmosphere in which everyone wants to bring their creative best.

Looking ahead, what are your long-term vision and goals for Jackson McCrea, and how do you plan to continue impacting the industry?

Sheila: We’re cultivating a future where women dominate the conversation around whiskey, confidently claiming their place in an industry that’s ready to be redefined.

Lastly, is there a specific mantra, quote, or affirmation you hold close to your heart?

Natasha: #shemakestherules

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Emily Sprinkle, also known as Emma Loggins, is a designer, marketer, blogger, and speaker. She is the Editor-In-Chief for Women's Business Daily where she pulls from her experience as the CEO and Director of Strategy for Excite Creative Studios, where she specializes in web development, UI/UX design, social media marketing, and overall strategy for her clients.

Emily has also written for CNN, Autotrader, The Guardian, and is also the Editor-In-Chief for the geek lifestyle site FanBolt.com