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Explore Less Than 1% Black-Owned: Emmanuel Waters on Disrupting a $40B Industry with 13,431 views, 3 likes, and 0 comments. Experience the impact of this video content that has captured audience attention.

Old Hillside Bourbon is a premium spirits brand co-founded by Emmanuel J. Waters, built on the history of Black Wall Street, the forgotten Black jockeys of the Kentucky Derby, and Durham's entrepreneurial tradition. The brand entered into a $40 billion industry where African Americans represent 12% of consumers but less than 1% of ownership. In this episode, Donald Thompson sits down with Emmanuel J. Waters, CEO and co-founder of Old Hillside Bourbon, to unpack how a brand rooted in Black Wall Street, the Kentucky Derby's forgotten Black jockeys, and Durham's rich entrepreneurial history is winning gold medals, breaking distribution records, and building something far bigger than a bottle. Key Talking Points: History, Heritage, and Homage: How Old Hillside Bourbon built its entire brand strategy around three pillars that no legacy competitor can replicate. The Economics of Black Entrepreneurship: Emmanuel breaks down what that gap costs communities and how to close it. The Durham Moment: How selling 300 bottles in a state they were told would kill their brand became the proof of concept that changed everything. The Gold Medal Standard: Why Old Hillside entered the largest spirits competition in the world, what winning a double gold medal proved, and what it means to compete not as the best Black-owned bourbon but as the best bourbon period. The Invisible Generals Project: How Old Hillside is honoring the first Black father and son duo in American military history with a limited edition bottle that turns history into a collectible. Chapter Markers 00:00 - Intro: Emmanuel J. Waters and Old Hillside Bourbon 01:15 - Military Brat to Silicon Valley to Bourbon Co-Founder: Emmanuel's Origin Story 03:30 - Why Bourbon Takes Years to Build and What That Teaches Leaders About Patience 07:00 - History, Heritage, and Homage: The Three Pillars Behind the Old Hillside Brand 10:00 - Black Wall Street, Durham, and the Responsibility of Black Entrepreneurship 12:00 - Navigating a $9 Billion Industry Where Less Than 1% of Owners Look Like You 14:30 - How to Support Black-Owned Businesses Without Asking for Free Product 17:00 - The Distribution Reality: Licenses, Control States, and Where to Find Old Hillside 20:00 - Leadership Lessons from a New CEO: Vision, Risk, and Building a Team to Win 22:00 - The Durham Bottle Signing: How Breaking a Record in the Hardest State Changed Everything 25:00 - The Gold Medal Standard: Entering the World's Largest Spirits Competition 28:00 - The Last Ride: How the Black Jockeys Bottle Became the Bill Payer 31:00 - What Do You Have to Lose? Emmanuel's Case for Entrepreneurship 35:00 - The Invisible Generals Project: Honoring the First Black Father and Son Military Duo 38:00 - How to Connect with Emmanuel J. Waters and Old Hillside Bourbon About the Guest Emmanuel J. Waters is the CEO and co-founder of Old Hillside Bourbon, a premium spirits brand rooted in the history, heritage, and homage of Black American excellence. A military brat who grew up in Japan and Europe before building a successful career in Silicon Valley's tech industry, Emmanuel came to bourbon not as a lifelong enthusiast but as a storyteller who recognized that the spirits industry was missing the most compelling stories in American history. Under his leadership, Old Hillside has won gold and double gold medals at the San Francisco World Spirits Competition, the largest spirits competition in the world, broken distribution records in one of the country's hardest control states, and built a brand that ships to 49 states and is carried in Whole Foods, Total Wine, and BevMo locations across California. Emmanuel is proof that the best brands are not built on marketing budgets. They are built on stories worth telling. Resources: Donald Thompson LinkedIn Donald’s Books: https://donaldthompson.com/books-resources/ Emmanuel J. Waters LinkedIn Old Hillside Bourbon: oldhillsidebourboncompany.com Stay connected with Donald: Get Donald's newsletter that is packed with actionable insights, and the kind of straight-talk leadership intelligence that helps build authority, drive performance, and stay ahead of what is coming next: donaldthompson.com. Connect on LinkedIn: https://www.linkedin.com/in/donaldthompsonjr Subscribe on SubStack: https://substack.com/@donaldthompsonjr Thanks for watching! Donald Thompson is an award winning CEO and multi exit entrepreneur, honored as EY Entrepreneur of the Year, named to Forbes Next 1000, and a 3x Inc. 5000 Chief Executive. He is an author, renowned speaker, and trusted advisor to leaders around the globe, known for transforming businesses and inspiring professionals at every level. His expertise, credibility, and results driven approach have made him one of the most sought after voices on innovation, culture, and growth.

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