Bridging the Divide with New Riff’s Jay Dickerson

In a recent study, Coqual.org revealed that approximately ⅓ of Black leave corporate America within two years of employment. Now, when I think about this from the bourbon industry. I noticed that when I go on tours of distilleries across the state, I see very little representation of people of color. This led me to want to know if particularly, Black, Gay professionals were involved in this industry. Therefore, the opportunity to interview Jay Dickerson piqued my interest to gain a better understanding of how the bourbon industry works today and it’s inclusivity.

 

Kevin: What do you do for New Riff Distilling?

Jay: I am a regional sales manager for New Riff Distilling in Newport. I cover six states within my territory, including Ohio. We are known as a “Bottled in Bond” company. In the 1800’s, Cincinnati was known as the bourbon capital of the world. As a result of unsafe practices, the 1897 Bottled in Bond Act was created for consumer safety. I have been with this company for 10 years.

Kevin: What are some trends you see in the bourbon industry that you feel represent both Black and queer people? Is “queer” a term that you’re comfortable with?

Jay:  I identify as a Black, Gay man more so than queer. However, I’m turning 60 this year and after surviving the 80s and seeing how things have evolved, kids today have done a lot to bring awareness to acceptance for gay people.

Kevin: Being Black and learning acceptance within our world now includes us embracing terms such as queer, which isn’t the worst thing that I’ve been called in this world. 

Jay: I agree.

Kevin: Do you see the bourbon industry embracing more people of color including people who are gay and/or queer?

Jay: I think both whiskey and bourbon are unifiers of people. When you start drinking with someone, you forget about all the other stuff, and remember you’re there to enjoy a good drink of choice, you know what I mean? 

Kevin:Yes, I do.

Jay: I am not the only LGBTQIA person working for New Riff. Our new CEO and CFO identify as Lesbian. New Riff embraces everyone with their forward thinking. Our company allows for its employees to be themselves. I don’t necessarily have to come in as a gay person,,, but it is OK for me to come as I am and present ideas openly without fear of being ignored or pushed aside.  I don’t have to hide at all, which is a nice feeling. It only makes the company stronger.

 

Kevin: What’s been the biggest surprise to you working in the industry?

Jay:  The ease in which people are accepting bourbon in their everyday lives. For instance, when I first started people would say that I cannot drink brown liquor. 

Kevin:  Have you noticed an uptick in representation of Black people within the industry? If so, when? How?

Jay:  Yes, Uncle Nearest has done a lot for the industry. The bourbon industry started with the hard labor of Blacks working and moving barrels.  Not only in the bourbon industry but in the rum industry as well. We are now seeing more Blacks involved with the bourbon industry. At New Riff we try and be involved with the community as much as possible. We’ve always been a company that has been known for its inclusivity. I am not the only Black person that works for New Riff. We have several employees who are people of color. 

Kevin:  Do you believe that race is a factor in the bourbon industry?

Jay:  The bourbon industry remains a white male cisgendered industry, that’s not so necessarily friendly. But I do see it getting better. 

Kevin: That’s really good to hear!Do you feel the bourbon industry is making an effort to reach out to the gay/queer communities?

Jay:  Yes, a lot of the bigger companies have the marketing dollars to focus on advertising to these various communities. We are a small company and right now we are expanding our focus as well within those communities.

Kevin: In a perfect world, what would you like to see change in the bourbon industry? 

Jay: I don’t think of myself as a queer guy  or gay guy per se coming into the bourbon industry.. The Uncle Nearests’ of the world is moving forward and distilleries are doing the work to bring in more queer folks and representation.  New Riff is a company that the industry is watching and looking at how we are moving within the industry. There is a lot in the business that involves more than making and selling bourbon.  There are lots of opportunities for people of all backgrounds to be involved within the industry.

Kevin:  As a Black, gay man, how do you feel your presence at the table impacts the industry? Do you believe more doors can/will be opened as a result?

Jay:  This industry is a cis, white, male-dominated industry. The doors are opening and we are coming in. We still need more things to happen to be totally inclusive.

Kevin:  Are you walking into rooms and being the only person of color? Possibly the only queer person?

Jay:  There are moments I don’t feel welcomed. I really try and not allow this to be my major focus. I have done events and often, I am the only Black guy in the room. Particularly, rural America can be different. But I’ve found that Bourbon unifies us. Once we start drinking and talking. We learn we are not different.

 

Thank you, Jay, for taking time to talk to Queer KY. I appreciate you sharing your story and the work you’re doing at New Rift.