Distribution deals bring Black-owned whiskey brand ‘Guidance’ to store shelves in 5 states
NASHVILLE—Black-owned brands are suddenly in demand, and serial entrepreneur Jason Ridgel is in high spirits after sales of Guidance, a whiskey brand he owns, skyrocketed in recent months. Guidance is making a name for itself as one of the few black-owned premium craft small-batch whiskey brands available for purchase online and in stores in Tennessee, Kentucky, Florida, Georgia and California. It’s part of a growing black-owned spirits movement. Since launching in 2018, Guidance Whiskey has made its product available for purchase online in 43 states. The company recently inked a