By Amy Sherman
WKTV Contributing Writer
Looking to break out of the box, or the bottle? The Taste of Black Spirits event that happened this past weekend expanded people’s tasting horizons, while also celebrating minority owned beverage companies. Hosted by two Grand Rapids-based entrepreneurs, this event is just one part of their vision to diversify West Michigan.
“The event is a fantastic way to spotlight, support and celebrate black owned brands in the market that people may not know exist,” said Nayana Ferguson, owner of Anteel Tequila, one of the Black-owned vendors that was at the Taste of Black Spirits which was held at the City Flats Hotel on Saturday.
The event had been put together by Jonathon Jelks and his business partner Willie “Willie the Kid” Jackson. Together with their company GR USA, a merchandising entity, as well as Lazar Favors, a Detroit-based marketing company, they pulled together about two dozen minority-owned beverage businesses for the one-day only event.
Jelks and Jackson participated in a similar event in Detroit, and were inspired to bring the energy and vibe back to their hometown of Grand Rapids.
“I’m from Southeast Grand Rapids, so this area is near and dear to my heart,” said Jelks during an interview. “Being here in the ‘Rust Belt’ as they call it, and I’m proud to be part of the transformation.” The duo founded their own spirits company, Motu Viget, in 2019. They currently have three products in the market: Motu Viget Brut, Eye Candy, and Avani Supreme Vodka, with more than 200 placements in the Michigan market, which includes 70 Meijer stores.
For Jelks, it’s important to pass on both his knowledge and his success. “With us having our own spirits company, and having some traction and some success, we wanted to bring some of that to others,” he said. “We wanted to make sure that the small businesses could make the proper connections, and succeed as well. We are in a unique position to do this”.
Jelks’ background is in ‘serial entrepreneurship’. “Anything where I see there is a niche and we can contribute and service the community, those are the kind of things that float my boat,” he explained.
“We felt that the next thing that is going to help Grand Rapids become a world class community is by creating culture. Bars are a big part of that, live entertainment venues are a part of that.”
In addition to the Nov. 13 event, the duo has a whole host of other developments in the works.
Ambiance GR Kitchen & Lounge, which will be located in the former Raggs to Riches space, should open by the end of 2021. “Ambiance will have live entertainment, events, and will have a kitchen component to it. We’ll be serving American and Cajun dishes, something unique for the restaurant ecosystem downtown Grand Rapids. We are super excited for Ambiance, everyone has been anticipating it, and we are really ready to share it with the community.”
Sip Coffee and Cocktails in Grand Rapids on Alger and Eastern is yet another place that they’ve invested in, along with other partners. This spot is a coffee shop/bar hybrid, and a spot that will welcome all, no matter the time of day.
The duo’s entrepreneurial spirit isn’t limited to just Grand Rapids, they also have two bars in the works in Muskegon. The Motu Lakeshore Wine Bar, named after their spirits company, and Prohibition, an event space, will both be housed in the same building right downtown on 8th Street and should open in the next year.
With no restaurant experience, it’s been a bit of a learning curve for Jelks. Coming out of the pandemic, he’s getting a baptism by fire into the industry. “Labor costs, hiring the right staff, staffing the kitchen is really brutal right now,” he said. “So many people just don’t want to be in the industry anymore, or feel underwhelmed by the pay, and where things are at. There’s a lot of things the industry has to address, and those of us who are invested in the industry are learning to navigate those things.”
Jelks clearly has a bigger vision than just owning a bar or two. And not that owning and operating those alone aren’t a big deal. He’s thinking all the time about Grand Rapids as a whole, and that is what sets him apart. “I look at how some people in Grand Rapids have built big businesses, being very forward thinking, by diversifying our economy,” he said. “Our city has done a great job in figuring out how to problem solve, and keep people gainfully employed. As small business owners, you just want to continue to add to that DNA, add to that fabric, and create more opportunities. Despite the fact that we have one of the fastest growing cities here in the country, when it comes to black and brown folks, our ratings aren’t so high. There was a Forbes article that came out about 4-5 years ago that rated Grand Rapids as one of the worst cities economically for African Americans. One of the ways we can change these social inequities is through entrepreneurship. That’s very important. We want to not only create businesses where we’ll make money and be successful, but also where we’ll create that pipeline for other entrepreneurs and other folks that can be in leadership in Grand Rapids and Muskegon.”
One of the vendors that was at the Taste of Black Spirits was Anteel Tequila, a Michigan-based spirits company. “Anteel Tequila launched in August of 2018 only in Michigan, our home state and since then Anteel has won over 27 awards, expanded to 8 states, the Caribbean and received global attention for our world’s only Coconut Lime Blanco Tequila,” said owner Ferguson. “We have three additional expressions besides Anteel Coconut Lime that includes a Blanco, Reposado and a limited release Tarocco Blood Orange Blanco Tequila”.
“I think it’s slow, but I’m new to the spirits industry, but I’m having my eyes open to the business,” said Jelks. “It’s like having an epiphany. There are so many different avenues on how to make money in this industry. But also how to have a good time, how to curate. And once you have an internal knowledge of how the spirits industry works, you will find some kind of opportunity. And we just want to encourage people to do so. Knowing what is out there is half the battle.”
“The Black community is not only asking for more Black ownership, but they are also looking for the avenues to gain traction with.” Mainstream following is the key to success, Jelks emphasized. “It’s our job as Black pioneers to make a way to put a magnifying glass on it, so everyone can see clearly that this is happening. That this transformation is on.”
Jelks doesn’t mince words. “Grand Rapids is suffering from a diversity problem,” he said. “Culturally, we need more events downtown that are culturally led. That is what makes you into a diverse, world class city that is a magnet for attraction and retention, in 2021.
What could young entrepreneurs of color do to move their vision forward? According to Jelks, “Utilize the tools and resources you have in front of you, study up on the position that you want to be in. There is a glamor side to having your own alcohol, but there is so much work. This is one of the more archaic businesses that is still around.” He stressed how hands-on this business is, and that it really isn’t too far off from Prohibition with many of the rules and regulations. “Relationships still mean a lot,” he stressed.
“The industry can be difficult to navigate in for emerging brands without immense marketing budgets,” said Ferguson. “Events like [The Taste of Black Spirits] allow brands to get in front of the masses in a fun, educational manner, allowing us to grow our audience.”
Events like this allow all of us to expand our range of what we taste and experience.
“We’re having the time of our lives doing this,” said Jelks. “We’re busy,”
