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Jack Daniel’s Commits $40,000 to Small Black Business Owners through Annual Grant Program

Jack Daniel’s Commits $40,000 to Small Black Business Owners through

Annual Grant Program

Jack Daniel’s Tennessee Honey, Tennessee Apple and Tennessee Fire Whiskey brands renew their grant competition with an increased cash giveaway to five East Coast entrepreneurs

(LYNCHBURG, Tenn.) August 1, 2022 – Today, Jack Daniel’s announced the return of their Black business investment program, New Beginnings Make It Count, in the Philadelphia, Washington, D.C. and Richmond, Virginia areas. Jack Daniel’s whiskey brands Tennessee Honey, Tennessee Apple and Tennessee Fire will award $40,000 in cash to five selected grant recipients who meet the competition’s eligibility and requirements. By elevating numerous deserving businesses, Jack Daniel’s aims to embolden Black business ownership and encourage local economic stimulation by presenting consumers who ‘buy Black’ with more places to support and shop.

This is the third cycle of Jack Daniel’s New Beginnings Make It Count program. Since its inception in 2020, the program has expanded to include business owners in the Richmond, Virginia region and has increased its overall contribution to the African American entrepreneur community. Once finalists are narrowed down and selected, they will be put in front of an expert judging panel and in-person audience for a live business pitch event where all winners and cash prizes are announced.

“Jack Daniel’s is extremely proud to support African American local business with an expanded New Beginnings program this August,” said Ben Osei, Jack Daniel’s Field Marketing Manager. “We are seeking to identify five African American entrepreneurs with an impeccable business pitch and vision who need a strong partner in driving their organizational goals forward. In addition, Jack Daniel’s plans to engage local nonprofit organizations to ensure as many Black small businesses have access to the grant competition and are given the resources to vie for the much-needed capital.”

The judging panel for the grant competition will include a roster of professionals who understand the local business climate of the applicants, the systemic and institutional challenges that often impede the African American experience and the most viable avenues for business success in a post-pandemic economic market.

“Small businesses—particularly those owned by people of color—have shown an immense

resilience during the last two years, through workforce shortages, inflation, and unprecedented supply chain challenges,” said Osei. “Jack Daniel’s wants to help empower Black small business owners to continue contributing to their communities by giving them two essentials for business sustainability: cash flow and an opportunity to succeed.”

Jack Daniel’s New Beginnings Make It Count grant program will begin on August 1, 2022, and end on August 31, 2022, at 11:59 p.m. PST. Six finalists will be first selected online in each of the three individual markets. There will be three first-place winners of a $10,000 cash prize each in Philadelphia, Washington, D.C. and Richmond. There will be two second-place winners of a $5,000 cash prize in Philadelphia and Washington, D.C. only.

For more information and to apply, visit


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