Burgeoning Tennessee Whiskey Distillery Uncle Nearest Brings ‘Innovative Approach’ to a New Realm: Cognac

Uncle Nearest acquired 50 acres of vineyards in Cognac, France. The brand is set to launch its first Cognac expression in 2024. (Photo: Uncle Nearest)

On Wednesday, Tennessee whiskey producer Uncle Nearest announced its entry into the Cognac business after acquiring 50 acres of vineyards. In a news release, Uncle Nearest announced it has become the largest vineyard owner within Cognac’s prestigious Grande Champagne designation and plans on releasing its inaugural cognac expression in 2024.

The property secured by the Uncle Nearest brand is named Domaine Saint Martin. The estate has over 350 years of history and is linked to the first Lord Mayor of Cognac, Philippe Fé de Ségeville. With 50 acres of vineyards that are encircled by the Charente River, the brand refers to the estate as the “crown jewel,” of Cognac. The property is currently helmed by the Martell family, who have tended to the estate for four generations.

“The Uncle Nearest brand thrives on its profound story of love, honor, respect and heritage,” Uncle Nearest Founder and CEO Fawn Weaver said in a news release. “Our mission in Cognac echoes this essence.”

When asked about plans for the launch, Weaver shared in the release the brand’s plan to showcase a short film about Cognac, which is set to premiere at multiple independent film festivals. Weaver and the Uncle Nearest team spent much of 2023 studying the roots of Cognac, and much of the research went into the creation of the film. The film portrays Cognac’s rise in America, Europe and Asia and features narration by actor Jeffrey Wright. Wright is best known for his appearances in “The Batman,” “Shaft” and “Westworld.”

Uncle Nearest’s Cognac venture will be led by Adrian Parker, a spirits industry executive with plenty of experience working for Bacardi and Patrón. Parker will work in accordance with Chief Marketing Officer Brielle Caruso and Chauncey Hamlett from The Formulation Group, who will be in charge of innovation.

In an exclusive interview with The Spirits Business, Fawn Weaver explained that the majority of major spirits conglomerates are all, “owned and led by white men — despite America being a diverse nation, with 70% of its population comprising women and people of color, a number that continues to rise.”

Weaver went on to explain that Uncle Nearest was always the “solid foundation,” and whiskey was a great entry point into the spirits world. In August, the brand let its fans vote to decide which five states it would bring its beloved Single Barrel Whiskey to first, and the winning states were Texas, Tennessee, Florida, Illinois and Idaho.

According to Weaver, 80% of Cognac drinkers are minorities. Most of which are within the Black American, Hispanic and Asian communities.

“Yet the incredible story of how and why Cognac gained such popularity in America and China, especially among minorities, remains largely untold,” Weaver stated to Spirits Business.

Though Weaver herself claimed in the brand’s news release that Uncle Nearest’s branding strategies, “pivot[s] from the norm,” it’s clear Weaver’s leadership approaches have been working.

“Under Fawn’s guidance and innovative approach, the Uncle Nearest team has created a playbook for independent spirits that has never before been seen,” stated Parker in the release. “In four years, they have grown Nearest Green Distillery to the seventh most visited distillery in the world. While there recently, I observed cars backed up for 1.5 miles each way trying to get in, with more than 14,000 visiting that weekend. The Uncle Nearest team went from distribution in one state to all 50 states in less than two years and their sales now rank them in the top 10 of all ultra-premium American whiskey companies, the only independent company in that ranking.”

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