Women Love Whiskey!
Written by: Cristina Deptula
Sheila Jackson and Natasha McCrea
Sheila Jackson and Natasha McCrea Launch a New Line of Whiskeys Aimed at Female Connoisseurs
Sheila Jackson and Natasha McCrea discovered their mutual passion for whiskey one night over dinner as Natasha sipped an old-fashioned.
“We had connected over our love for wine and had no idea we shared an appreciation for whiskey as well!” says McCrea.
As for their personal tastes, Jackson loves to explore a variety of whiskeys—from Angel’s Envy to Oban to Basil Hayden to the Japanese whiskey Tenjaku. McCrea enjoys smokey flavors and is disappointed that many other brands don’t lean into the smoky flavors enough. She says the smoke gets her attention, and she gets a kick out of the perfect balance of smoke, spice, and just a little bit of caramel.
Jackson McCrea Whiskey
Breaking Into the Market with a Taste of California
A Leader Amongst Black-owned Whiskey Brands
This shared enjoyment led the two to start Jackson McCrea Whiskey, the first Black woman-owned whiskey brand in California.
Jackson had wanted to launch a brand and had already been exploring the wine industry when she got the idea for a line of whiskeys. When McCrea said she had the same idea, the rest was history.
“During COVID, sales of wine and spirits increased by 65 percent,” says Jackson. McCrea, who considers herself and Jackson to be natural disruptors, was excited to break into that market.
They source the finest rye they can find in the South and blend it in California.
According to McCrea, “Jackson McCrea is inspired by California sunsets and all the things that we love about California life.” Jackson says that the state’s wine country is chief among them. They are creating their signature flavor by resting their rye in French oak and Syrah barrels to create a premium blend with a rich, smooth body and notes of caramel, vanilla, smoke, and spice.
Jackson McCrea Whiskey
Women, Whiskey and Wellness
Both founders hope to diversify the image of whiskey so that it’s no longer seen as a beverage just for men.
“Representation matters,” says Jackson. “Women have been almost erased from the narrative around whiskey. When 78% of the images used in whiskey ads feature men, it’s easy to position whiskey as a man’s drink. But we know from the data that women are drinking whiskey. In fact, the research shows women are largely responsible for the recent boom in whiskey sales.”
McCrea also wants women whiskey drinkers to feel seen and heard. Toward that end, they launched a Women and Whiskey Survey, where they asked women what they liked and used those results to formulate their drinks.
“We’re still collecting results and want to invite women out there to take the survey,” McCrea says.
Jackson also affirms that this kind of innovation is at the foundation of Jackson McCrea. The brand will try fresh approaches to develop more inclusive marketing and advertising to change the narrative around whiskey. “We’re cultivating a new visual footprint that represents and celebrates the diversity of whiskey lovers,” says Jackson.
Another way Jackson McCrea sets out to change the adult beverage industry is by setting up the JM 100 Fund. This will provide money and resources to other emerging entrepreneurs.
“The grantees will be hand-selected leader-disruptors who are passionate about empowering women,” says Jackson. While their beverages are crafted to be enjoyed by all whiskey lovers, Jackson and McCrea unapologetically want to take up space as women in this industry and leverage their brand to advance the dialogue around self-care, joy, and women’s wellness. They want to champion the busy women who run households, teams, and companies.
In 2023, the JM 100 Fund will host the first annual JM 100 retreat, where they will put together a strategy and action plan.
Jackson McCrea Whiskey
Sheila Jackson
Sheila Jackson
Natasha McCrea
Advice for New Whiskey Tasters
TrooRa Magazine
Words
Cristina Deptula
California, USA
