The market for Black-owned wine and spirit brands continues to grow, and one exciting new addition is West End Gin, launched this year by Stacey and Dr. Dawn Wade. The brand, named after Louisville’s historic West End, is a testament to their love for the city. This area includes nine predominantly Black communities, home to 60,000 residents, with an average income of $17,000.

In an interview with BET.com, Stacey shared how the brand’s identity is tied to Quinn Chapel Church, which he and Dawn see as the gateway to West Louisville. Even the gin’s flavor profiles and botanicals are inspired by the area’s people and culture.

For those skeptical about gin’s appeal, Dawn offers a bold rebuttal.

“When people ask, ‘Why gin?’ I always say, ‘Why not gin?’ Gin makes for a great cocktail,” she explains. “We’ve created formulas that are clean, crisp, and change the way people experience gin.”

Stacey highlights their shared passion for the spirit. “We’re both big-time gin drinkers. You have to do something you love, and this is something we both enjoy. We want others to love it as much as we do,” he says.

What sets West End Gin apart? Dawn points to its ability to surprise and convert non-gin drinkers. “This is such a different experience. We’ve had traditional tequila drinkers tell us, ‘This is even better than tequila,’” she says.

The recipe is crafted from scratch, tailored to their tastes rather than modeled after existing gins. “We developed a recipe that appeals to seasoned gin drinkers and newcomers alike,” Dawn asserts.

For Stacey, the brand’s mission extends beyond the drink itself. “We’re a spirit birthed out of causes. Like community breweries, our gin represents more than what’s in the bottle. It’s about the impact—what buying that bottle means for the community,” he says.

Despite the rise of wineries and celebrity-backed spirits, West End Gin has found its audience. “The cocktail culture has changed,” Dawn reflects. “Consumers want sophistication and taste without being over the top. West End Gin offers that balance—an 80-proof spirit that delivers a polished yet approachable experience.”

Younger drinkers are discovering a new side to gin. “We often hear, ‘My dad and granddad drink gin, but I’ve never liked it.’ Then they try West End Gin, and it’s a whole new experience,” she adds.

Currently available online and at select Louisville venues, West End Gin is growing. Partnering with Flaviar, they offer shipping to 34 states and plan to expand to Atlanta, Indiana, and Washington, D.C., by spring.

To mark the holidays, the brand has released a cocktail recipe guide featuring eight festive drinks: Mint Gimlet, Basil Blush, Winter Sage Smash, Pineapple Mirage, West End 75, AllSpice Whisper, Midnight Garden, and West End Gin & Ginger.

“These recipes are perfect for the season,” Dawn says. “We wanted to capture holiday flavors like cranberries, sage, and ginger that pair well with Thanksgiving or Christmas meals.”

With its roots in Louisville and a vision that extends far beyond, West End Gin is more than just a spirit—it’s a celebration of heritage, innovation, and community.