Black entrepreneur driver Pronghorn has bought into three spirits start-ups in the US.
The company, which partners with Diageo’s ‘North America’ division, has invested in Den of Thieves, Ego Tequila and Tequila with Friends. The moves, financial and stake details of which were not disclosed, follow Pronghorn’s tie-up in August with Caribbean rum brand Ten To One.
The investments will be backed by “consulting services” for the three companies.
Den of Thieves has a four-strong portfolio of Bourbons, while Texas-based Ego debuted a Blanco and Reposado in its home state last year. Born as a blog, Tequila with Friends has a presence for its namesake brand’s Blanco and Reposado expressions in California, Texas and the District of Columbia, Maryland & Virginia.
Named after a North American land mammal, Pronghorn “aims to generate US$2.4bn in economic value for the Black community [in the US] by 2032”.
Diageo’s support, announced last year, is in the form of “a significant anchor investment”.
