Black-owned spirits business accelerator Pronghorn has made a strategic investment and agreement with US-based event management platform Eventnoire to further increase diversity within the alcoholic drinks industry and promote black-owned spirits brands.
The undisclosed investment in Eventnoire is part of Pronghorn’s wider goal to generate US$2.4bn in economic value for the black community through investments in 57 black-owned spirits brands by 2032. Founded in 2021 with Diageo as the anchor investor, Pronghorn has invested in 25 brands to date, most recently the Japanese whisky producer Shinju Spirits, but also Ten to One rum, Acquired Taste Cognac and Rally Gin.
The partnership aims to leverage Eventnoire’s network, which includes over 10,000 venues and nearly 400,000 influencers across North America and Africa to promote and elevate Pronghorn’s spirits brands. Eventnoire is growing its presence in the online ticketing industry, a business projected to reach over $94bn in value by 2026. In 2023, Eventnoire’s ticketing business grew by 231%.
Pronghorn said it was investing in Eventnoire to help it grow, allowing the company to improve its app, hire more people, and become one of the leading places to find culturally important events. In return, Pronghorn will get access to Eventnoire’s event planners and customers.
The partnership commenced in June with three screenings of the “Distilled” docuseries, a multi-episode series focusing on black-owned spirits brands, produced by Pronghorn and promoted by Eventnoire, in Washington, D.C., Dallas, and Chicago.
“Partnering with Eventnoire is a seamless fit for Pronghorn,” said Pronghorn co-founder Erin J. Hall. “Together, we’ll elevate event experiences, forge meaningful connections with emerging black spirits founders, and redefine the landscape of celebration.”
