It’s a New Year, It’s A New Dawn

A note from Founder & CEO Dr. Dawn

I don’t normally do New Year’s resolutions, something about them seems too rigid or prescribed. I need the flexibility to pivot if a new opportunity arises without the associated guilt of feeling like I failed when I have to change my resolution to fit my new journey and path. 

However, I was recently inspired by nieces who, unprompted by anyone, offered up their 2025 goals on Christmas Day. With “targets” of setting better sleep schedules and developing a business strategy (for I don’t know what, but I can’t wait to find out!) to securing quality hand-me-downs and making more Spotify playlists I thought their slightly more playful and open-ended approach could work for me.

Now while they have ten “targets” a piece, I’ve got just two.

Top priority for 2025 - On and off premise placement for New Dawn. 

Translation: New Dawn in your local liquor stores and bars. 

Not gonna lie, this has been a bit of a struggle or maybe a better term would be mystery. Chalk it up to jumping into the industry without completely understanding all the deep dark secrets. From permits to distributors to the best way to connect with stores and bars I have learned a lot these last six months. With the help of Malcolm and Dionne, I’m doubling down and committed to getting New Dawn placement before the anniversary of our first launch. Now before everyone gets excited, this will still seem like a limited release to most of you. Placements and associated growth must be slow to be sustainable but I encourage everyone interested in small craft brands showing up locally to get more comfortable with ordering their alcohol online. It’s how we’re determining which cities to put the pressure on in the new year. So thank you to those of you who have supported us online from NY, Texas, IL, and the DMV area. Looking forward to seeing more of you in the new year perhaps at your local.

Target for 2025 - More Tasting Events!

Translation: Opportunities to try New Dawn whiskey, our signature cocktails, and meet the team.

The team and I had such a fabulous time at Taste of Black Spirits in Detroit and Houston and with the Sista Supply Chain Network for their virtual Witches Brew Workshop that we’re definitely looking for more opportunities to meet the people and spread some New Dawn love. We’re still finalizing the 2025 schedule but you know we’ll be at Taste of Black Spirits in New York, Detroit, and Houston and we’ve heard good things about the Black Owned Wine & Spirits Festival in DC; Clink Festival in Illinois; and NOLA Bourbon Festival but where else do you want to see us?