In The Spirit
of Diversity, Inclusiveness and Authenticity.
About This Initiative
Diversity and Inclusiveness. Two words that are not simply black and white. They are about being “woke.”
In a country where many cities and states enforced segregation and Jim Crow laws until 55 years ago, Print ads and video commercials featuring mixed race couples are the new norm. Questions of gender identity, sexual orientation and what is and isn’t sexual harrassment are redefining how we recruit, hire, manage and perhaps most importantly of all, market to increasingly diverse and discerning customer segments.
Our “In the Spirit of Diversity” initiative was born out of work Victory Spirits has done to lead the 2020 launch of Joe Louis Bourbon. Work that has revealed a need for more brands to have access to an independent board of advisers who understand business, marketing, customer segmentation, brand promise and also reflect the experience, insights and sensitivity of a group of true professionals. These are not people on a crusade. These are people who can help brands define their story in ways that will resonate and be embraced by a variety of customer groups. These are people who understand that a brand needs to sell and not preach. That something as simple as an image on a label make the difference between raving fans and flaming reviews.
Meet more members of the Advisory Board serving the needs of clients and brands to ensure sensitivity and greater understanding of all customer communities.
Will J. Wright
Board Director, Senior Director of Diversity and Inclusiveness Coach
Diversity is Will’s passion. He is a recipient of the National Association of Black Journalists Diversity Champion award. He has been honored as a 2012 Black History Legend and Trailblazer by The McDonalds Corporation, For the past 12 years he led NBCUniversal teams supporting diversity in its ranks and on-air.
Co-founder of the Board | Founder, Managing Partner Victory Spirits Deelopment
Michael reached out to his former CNN colleague Will Wright to ask for his opinion and creative input into the development of the brand narrative surrounding the release of Joe Louis Bourbon.
Together they both realized how much need there was for businesses to be more sensitive, inclusive and authentic in defining their brands and listening to understand the needs and interests of all customer segments, not just some.
Founder Black Bourbon Society
Joe Louis Barrow, Jr II (Jo-Jo)
Joe Louis Family Foundation
Joe Louis Barrow Jr II is the director of the new Joe Louis Family Foundation, and is the youngest son of America's first African-American national hero, the world champion boxer Joe Louis. "Jo Jo" oversees oversees the licensing agreements regarding use of his father's name, likeness and legacy on behalf of the family, and he is proudly, a member of the LGTBQ community.
Dr. Sean Gresh
Author, Professor, Baltimore Mayoral Candidate 2020
Sean Gresh is a 78 year old Author, Professor and is the lone white male candidate for Mayor of Baltimore. Sean is also proud grandfather to seven, including his grandson Kobe, whose father is from South Africa. He is a vocal advocate for diversity, inclusiveness and economic parity as is reflected in his 2020 #OneBaltimoreMayor campaign materials.
Owner, The Burnette Agency
Arielle is a business owner, her agency provides social media and pr services to clients, with a special focus on clients in the spirits industry. Her agency is partnered with Victory Spirits Development to provide creative content and social media management services to client brands like Joe Louis Bourbon
In The Spirit
Will Wright and Michael Shoer co-host with members of the advisory board and occasional special guests to see how a greater awareness and sensitivity to diversity and inclusiveness leads to transformative growth for businesses and brands.