A successful first launch!
We did it fam!!!!! We had a blockbuster launch selling over 100 bottles in our first week! From the bottom of my heart, thank you - thank you - THANK YOU for all the support. We are so proud of what we distilled, and we are really excited for everyone to try our 6-year-old bourbon. We know you’re going to love how it is versatile, smooth, and absolutely delicious.
The Road to Juneteenth has been one of many joys and maybe a few meltdowns. In just eight months, we have gone from dream to reality! MHW Ltd. has been a godsend helping us source bourbon producers that share our values and offering guidance as our Founder & CEO, Dawn, navigates the rules and regulations behind alcohol. We were so pleased when it came time to up our marketing game to find, dare we say soulmates in the Epiphany Society and High Proof Creative teams, who are whipping us into shape to better share our story. We have also been blessed to welcome Dionne Galloway as our VP of Consumer Relations and Malcom Person-Perry as our VP of Media and Social Outreach who have been pounding the pavement to get the word out about New Dawn.
But, for a moment it looked like we may have to postpone launch – permits took their sweet time getting approved, labels were delayed, and it just didn’t seem economically feasible when everything was ready to get into stores in time. But part of starting a new business is learning to go with the flow and learning to give yourself and others grace. Also, it took six years for our bourbon to be ready – why rush now?
We have been working diligently behind the scenes getting all the other pieces together. Updating the website and adding a store, reaching out to get reviews (they’ve been great btw) so you don’t have to just take our work that this bourbon is legit, and photo and video shoots galore! Most importantly, we have taken the time to celebrate our wonderful accomplishments and, in the process, have cooked up a few ideas for getting everyone to celebrate all summer long.
First up – red drank. We dropped Juneteenth in remembrance of our ancestors, many from West Africa where red drank is served when entertaining or celebrating. We shook up one bespoke cocktail that we hope will spark conversation and remembrances, just as much as it will slide beautifully into your summer rotation and ignite your taste buds.
The idea for a mule arose when we were looking to add ginger’s spice to elevate New Dawn’s flavors of cherry and hibiscus in our beverage. Mule cocktails are typically characterized by the addition of ginger beer, so we gave that a slurp and were blown away. We dubbed it, 40 Acres & a Mule, a cheeky nod to our black ancestors and the journey of black Americans in this country who have been striving for financial stability and the generational wealth needed to survive and thrive.
New Dawn signature cocktail: 40 Acres and a Mule
Tastes like freedom, hope, and bittersweet promises
2 ounces New Dawn cask strength bourbon
1 ounce lime juice
1 ounce sorrel
2 ounces ginger beer
Combine bourbon, lime juice, and sorrel into a shaker. Shake until cold and strain into a rocks glass over ice. Top with ginger beer and give it a gentle stir.
We hope you’ll join us in raising a glass in remembrance of those whose blood, sweat, and tears have built this nation; in recognition of the journey that still lies ahead to create equity and inclusion; and in celebration of the emancipation of those black men, women, and children 159 years ago and how far we have come since then.
And for New Dawn Distilling- this is just the beginning.
With gratitude,
Dawn
