When Kate Jerkens joined Uncle Nearest Premium Whiskey in its infancy, she couldn’t have predicted the monumental journey ahead. Over seven years, the brand has shattered expectations, not only becoming the fastest-growing American whiskey in history but also reaching a billion-dollar valuation—a nod to its mission-driven ethos. But for Jerkens, the Senior Vice President of Sales and Marketing, Uncle Nearest is more than a business. It’s a deeply personal project, rooted in purpose, legacy, and the values that define its story. From honoring the life of Nearest Green, the first-known African American master distiller, to creating a lasting impact in the spirits industry through diversity and inclusion initiatives, Jerkens has been a driving force behind the brand’s extraordinary success. In this interview, she shares her journey, insights into Uncle Nearest’s meteoric rise, and the challenges and triumphs that have shaped her path.

Kate, you’ve been with Uncle Nearest since day one, and the brand seems like more than just a business venture for you. What has this journey meant to you, and what would you say has been the most rewarding part of it all?

It is more than a business venture for me. When Fawn and Keith came to me with this story and asked me to join them on this journey, I truly had no idea what was in store for me. I have grown so much from this experience, and it has truly changed me. Finding purpose-driven work, and the ability to help build something from the ground up has been the hardest and most rewarding thing I have done (professionally). **I must be careful with these words, as I also have an amazing marriage and three incredible kids, all of which are my greatest pride and joy. 

Image: Nearest Green Distillery.

Reaching a billion-dollar valuation in just seven years is extraordinary! Looking back, what do you think were the pivotal moves or perhaps even risks that propelled Uncle Nearest to this milestone so quickly?

Everything about how this brand has been built has been risky and audacious, yet it has all worked. We launched all 50 states in under 2 years when people told us not to and that it would be impossible. Without a doubt, having Fawn not just at the helm of the company but also telling the story, sharing the story, and being able to captivate so many with what she has done has been a huge part of our success. 

Fawn Weaver’s new book, Love & Whiskey, dives into the ethos that helped shape Uncle Nearest into the powerhouse it is today. How do the ideas in her book influence the way you and your team approach growth and innovation, especially as you enter new markets?

One of the key things she allowed us to do at the beginning was to be a part of writing our company principles. She came to a group of us with her ideas, and together, we all added and subtracted and shared our truths, and what was important to us, and we landed on these guiding principles that truly are our NorthStar. Things like “pounding the rock” and “doing things with excellence, or not doing them at all,” become daily mantras. “Family first,” is another key principle, and one in which I feel the most connected. I don’t know many companies that extol that as a guiding principle. 

Image: Fawn Weaver’s new book, Love & Whiskey.

The latest release of Nearest Green Tennessee Whiskey has generated so much excitement. What makes this whiskey special, and how does it build on the legacy Uncle Nearest has crafted over the past few years?

Our priority with Nearest Green Tennessee Whiskey was to create a product with a more approachable price point and proof, all while maintaining exceptional quality. The release stemmed from a desire to make whiskey accessible to everyone—whether it's someone new to the world of whiskey or those who might not want to splurge on a bottle. Whiskey is a spirit that brings people together, and creating a product that allows more people to enjoy is very meaningful to us.

Image: Nearest Green Tennessee Whiskey.

With over 550 awards under your belt, Uncle Nearest has set a high bar. When creating a new release, what’s the creative process like for the team to ensure each new product not only matches but maybe even elevates those high standards?

We’re actually at over 1,300 now! All of our releases are led by our Master Blender, Victoria Eady Butler, who is also the great-great-granddaughter of Nearest Green. Victoria’s deep connection to the legacy of her ancestors drives her passion for crafting exceptional whiskey. From selecting the finest barrels to perfecting each blend, she ensures that every release not only honors Nearest’s legacy but also meets the high standards we’ve set. 

She also has a very different blending process than a lot of other master blenders in that she never spits out any of the product when she’s tasting. She wants to ensure that she understands the full profile of the whiskey, from the first sip to the way it lingers once swallowed. So, her blending takes time so that she can take breaks appropriately, but we feel this is her secret sauce and a main driver of why we’ve won so many awards.

Image: Winning products from Uncle Nearest Distillery at the Bartender Spirits Awards - Uncle Nearest 1856 Premium Aged Whiskey, Uncle Nearest Master Blend Edition - Batch 032, Uncle Nearest 1884 Small Batch Whiskey, Uncle Nearest Straight Rye Whiskey, Uncle Nearest Single Barrel Whiskey - Batch 101.

I hear Fawn Weaver has shared advice with iconic figures like Beyoncé and LeBron James on launching their own whiskey ventures. Can you give us a peek into the kind of guidance she offers, and how that might reflect Uncle Nearest’s approach to creating a brand with real staying power?

Many people can draw and have drawn inspiration from the example Fawn sets. She has carved her own path, and even amidst immense growth, she continues to be authentically herself—a driving force behind her remarkable success.

She also doesn’t believe in failure and that failure only happens when you give up. That is an incredible lesson for any entrepreneur, whether they are starting their first venture or their 50th. This mindset has undoubtedly contributed to the enduring success of Uncle Nearest. 

Fawn often says that the work is never done, a philosophy that drives the ongoing evolution of Uncle Nearest. Her relentless pursuit of new goals and dedication to growth reflect the brand’s mission to leave a lasting impact, ensuring its relevance and success for generations to come.

Image: Uncle Nearest - Single barrel rickhouse scaled.

The Nearest & Jack Advancement Initiative has been a remarkable project, helping to open doors for people of color in the spirits industry. What kind of impact have you seen so far, and where do you see this initiative going in the next few years?

The Nearest & Jack Advancement Initiative has already transformed the spirits industry by increasing opportunities for BIPOC individuals through a $5 million investment in education, leadership development, and entrepreneurship. With programs like the Nearest Green School of Distilling, the Leadership Acceleration Program, and the Business Incubation Program, the initiative is breaking barriers and fostering future leaders in whiskey. This collaboration has set a new standard for diversity and inclusion, which will have a lasting impact for years to come. This is definitely one of my greatest points of pride, as I have been able to give so much, but also receive so much from this initiative. 

The whiskey world has seen a shift, with more people gravitating towards premium, story-driven brands. How has Uncle Nearest adapted to, or maybe even shaped, this change in what consumers are looking for in whiskey?

We’ve always believed that whiskey is about more than what’s in the bottle—it’s about the story it tells and the legacy it carries. From the beginning, our mission has been to share Nearest Green’s incredible history while crafting award-winning whiskeys that live up to his name. This focus on authenticity and excellence has naturally aligned with what today’s consumers value most: a premium product with a purpose and a story that inspires. We’re proud to have been at the forefront of this movement, showing the world what’s possible when history and innovation come together.

Image: Kate Jerkens.

You’re now available in over 25,000 locations globally—an impressive reach! What are some of the unique challenges or maybe even surprises you’ve encountered as the brand has expanded on such a massive scale?

Because we are part of a 3-tier system, nothing comes easy. You have to identify reliable distributors and hope that they will work on your behalf, while also building your own sales team to ensure that they are out there selling, managing your distributor, and helping you to grow this business. I think I was most surprised about the layers that it takes to really grow a brand – and how tough the entry point can be. This business is made for folks to succeed, and you have to have really tough skin and be able to see through all of the noise. 

Looking back over these seven years, is there a moment or milestone that really made you pause and think, “Wow, we’ve created something truly special here”?

It happens to me all of the time, and typically when I least expect it. It happens when someone tells me about the brand – obviously someone who doesn’t know what I do. Or, when I am wearing our logo, and someone tells me how much this story has touched them. It hits me when a cousin texts me that her friends are in Amsterdam, and they are drinking Uncle Nearest with a bartender, who was just in Tennessee visiting our distillery. The small moments have been so incredible. 

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Conclusion

Kate Jerkens’ story mirrors that of Uncle Nearest—bold, purposeful, and deeply rooted in authenticity. As the brand continues to grow, expanding its reach and deepening its impact, Jerkens remains a steadfast advocate for excellence and inclusivity in the whiskey world. From its audacious beginnings to its billion-dollar valuation, Uncle Nearest has proven that success is not just about the numbers; it’s about the legacy you create and the lives you touch. For Jerkens, it’s these moments—the unexpected connections, the stories shared, and the barriers broken—that truly define what it means to build something special. As Uncle Nearest forges ahead, one thing is certain: its legacy is far from finished, and with leaders like Jerkens and Fawn Weaver at the helm, the journey will remain as inspiring as its origins.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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