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West End Gin, an addition to Louisville, Kentucky’s craft spirits landscape, has redefined premium gin. Created by the innovative minds at NIMBUS, a marketing agency under the visionary leadership of Dr. Dawn and Stacey Wade, this beautifully tailored spirit represents more than just a new product launch — it’s a celebration of heritage, craftsmanship, and community.

Drawing inspiration from the rich cultural tapestry of West Louisville’s Black American community, West End Gin stands as a testament to the neighborhood’s enduring influence on Kentucky’s cultural landscape. Each bottle tells a story of tradition meeting innovation through expert distillation techniques.

West End Gin embodies a chic fusion of flavors — vibrant citrus notes intertwined with stunning botanicals create an exceptional spirit that blends traditional and modern gin styles. The initial clean, crisp taste evolves into a silky-smooth finish, delivering the intricate complexity that true gin enthusiasts appreciate.

More than just a premium spirit, West End Gin represents a commitment to community enrichment. The brand pledges to contribute one dollar from each bottle purchased toward vital community development programs, not only in Louisville but across the nation. This dedication to social impact ensures that every sip supports positive change in Black communities.

Ahead, we caught up with the founders to learn more about their passion for craft spirits, West End Gin’s development, and more.

Home & Texture: With so many spirits to choose from, why gin?

Dr. Dawn Wade: Why not gin? Gin is a great spirit when it’s premium. It’s clean, it’s crisp, it tastes great, and it’s not overly saturated in the marketplace. With cocktail culture making a strong comeback, we wanted to create a product that would be different and able to stand up in a cocktail without needing a ton of ingredients. This gin is so smooth you can have it neat, with a twist of orange, and it is satisfying.

Stacey Wade: Gin, for me, has always been one of my go-to spirits of choice. It has so much versatility and stands up well in most cocktails. Also, I love most cocktails that can be served in a coupe [glass] — who doesn’t love a coupe?

H&T: What inspired the decision to donate a portion of the proceeds to local communities?

The Wades: We see the West End Gin as a tool for good. Coming from humble beginnings, it’s important that we give back to the community.  Therefore, we take the guesswork out of it by saying that for every bottle sold, $1 dollar goes back to the community.  By the time we sell one million bottles, we will have donated a million dollars to organizations in need of resources and opportunities.

H&T: What are your top cocktail drinks to make with West End?

DW: A fan favorite is always a French 75. However, on a regular day, I love a simple cocktail with lemonade and West End Gin. When we launched, the prickly pear cocktail was a stand-out. You can’t go wrong with it. Fresh ingredients open the cocktail up, and you can’t go wrong, regardless of how you like to enjoy it.

H&T: What has this journey taught you about the spirits industry that you didn’t know beforehand?

DW: The spirits industry is very expensive. You can have a great product, but you have to develop relationships in every market to get resonance. It doesn’t sell itself as one would hope; it takes time and dedication. We’ve also learned that you can grow too fast, and that is painful.

SW: It’s complex, from making the spirit to getting a product on the shelf; it’s complex on every level. It requires you to focus on every detail, all the way down to the relationships in each market.

H&T: For any other Black entrepreneurs looking to enter the industry, what is one sound piece of advice you can offer?

DW: Do your research and find advisors who can provide sound advice at critical points. Mistakes in the spirits industry cost a lot of money, so working with someone who has done it before will save a lot of time and money. Test, test, test your products to make sure that others will love them as much as you do. Don’t spend thousands of dollars on a product that no one will want to have on their bar at home.

SW: Be patient and focus on what differentiates you in the market. Most importantly, create deep relationships with your consumers, accounts (both on-premise and off-premise), and distributors.

This article has been edited and condensed for length and clarity.