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This conversation proved that sometimes the most powerful businesses start with a single question: why isn’t anyone here who looks like me?
I sat down solo this week with Emmanuel J. Waters, CEO and co-founder of Old Hillside Bourbon Company, and got into the origin story behind the brand: four founders bound by decades-old friendship and blood, a COVID-era dream that came overnight after a trip to a Kentucky horse race where they realized they were the only Black faces in the room, and a mission rooted in the legacy of Black Wall Street in Durham, North Carolina.
We talked about what it actually means to build something you can pass down without waiting on generational wealth to look a certain way, and how that same philosophy shows up in the brand’s storytelling, from a collection honoring the Harlem Hellfighters to one celebrating pioneering Black horse racing legends, with a new book on the first Black father and son generals in American military history dropping this fall.
And Emmanuel didn’t hold back on ownership either, laying out exactly what conditions need to be met for him to take outside capital.
These conversations are about so much more than money, they’re about expanding our understanding of wealth through community, belonging, ownership, and possibility.
Catch us LIVE every Tuesday, Wednesday, and Thursday at 10am PT / 1pm ET here on Substack, as well as on Instagram and LinkedIn. And if you’re ready to go deeper, join the Sanctum membership to connect with a growing community committed to building a more regenerative, equitable future together.
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