New Gin Brand Offers Up a Toast to the ‘Vibrant Black Culture’ of West Louisville

West End Gin, a Black-owned spirits brand, honors the vibrant culture of a neighborhood of West Louisville. (Photo: Michael Devaney/West End Gin)

West End Gin, a Black-owned spirits brand founded by Dr. Dawn and Stacey Wade of NIMBUS marketing agency launched on Saturday. The brand’s name is a nod to a portion of West Louisville known for its “vibrant Black culture,” according to the brand.

West End Gin hosts a suggested retail price of $39.99 for every 750-milliliter bottle and has an ABV of 44%.

The gin dances between a London Dry and more modern style of gin, and the brand shared it features 12 botanicals including juniper, coriander, sweet and bitter orange peel, grapefruit peel, cardamom, lemon peel, lemongrass, jasmine, lemon verbena, angelica root, orris root, grains of paradise and cassia.

“West End Gin is a top shelf choice that will elevate traditional gin cocktails, but it’s more than just a premium spirit; it reflects the vibrant Black culture of West Louisville and demonstrates our commitment to community empowerment,” West End Gin owners Dr. Dawn and Stacey Wade said in a statement. “With every bottle sold, we aim to uplift communities and generate wealth within the areas we cherish, beginning with Louisville’s West End.”

The brand shared West End Gin intends to allocate $1 from every bottle purchased to offer financial support to communities in Louisville and throughout the U.S.

Stacey Wade (left) and Dr. Dawn Wade (right) enjoy West End Gin. (Photo: Mel B. Elder Jr./West End Gin)

West End Gin is described as a “passion project” from Dr. Dawn and Stacey Wade of NIMBUS, a Black-owned marketing agency. The company operates out of Louisville and Atlanta and focuses on a “strategy first” approach that promotes brand resonance.

The spirits industry has made positive shifts towards diversity and amplifying Black-owned spirits brands, though it still has a long way to go. For Black History Month in February, Diageo joined forces with TIME to promote its Pronghorn #AllBlackBar program.

Pronghorn is a spirits incubator that actively invests in Black-owned spirits brands, and the company partnered with TIME’s Impact Dinner honoring “The Closers.”

The dinner celebrated 18 Black leaders focusing on ending racial and wealth inequality. Some of the participants honored at the event were actress Issa Rae, transgender rights advocate Angelica Ross and New Jersey Senator Cory Booker.

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