Beyond the Bottle - The Story of Du Nord Social Spirits & Chris Montana

hopscotchandgrape
3 days ago
4 min read

In an industry long overdue for deeper equity and representation, few leaders have stepped up with as much clarity, courage, and commitment as Chris Montana, CEO and co-founder of Du Nord Social Spirits. Built on the belief that craft beverage spaces should uplift communities - not exclude them - Du Nord Social Spirits stands as a powerful example of what happens when purpose meets exceptional craftsmanship.

Interview with Chris Montana CEO & Co-founder of Du Nord Social Spirits

In our interview, Chris shares his journey, his vision, and why building a more inclusive spirits industry isn’t just possible - it’s necessary.

Can you share the story behind why you decided to start your company?

Du Nord Social Spirits was founded with a mission to create an inclusive environment for people who have been historically excluded. Growing up in Minneapolis, My friends and I saw first-hand the effects of institutionalized segregation and disenfranchisement on their community - inspiring me to build something different.

How do you think your background and identity have influenced the way you run your business in the alcohol industry?

Du Nord is directly informed by my experiences; specifically, I try to respond to difficulties I have experienced by mitigating those difficulties for others. I spent the better part of my life feeling like I did not fit in - either because I was one of few black kids in a predominantly white city, or because I was too much of a nerd or not "black enough" to fit into the minority. I believe I am sensitive to groups that are excluded or also don't feel they "fit" the alcohol industry or the business community broadly because of my experiences. Ironically, I have learned that the feeling of "not belonging" or "not being wanted" is, perhaps, the most universal of human experiences.

What were your biggest challenges when you got started, and what is your biggest challenge right now?

We had no money. Everyone says that, but we had NO MONEY. The only way we could make it work was by working insane hours at multiple jobs; a practice that eventually landed me in the hospital. Being undercapitalized is a fairly common experience for small business owners, but we couldn't help but notice our peers having a much easier time raising money and getting loans. Today, our challenges are more inline with distilleries across the country: getting traction, fighting through the clutter to reach customers, telling our story, financing growth, etc. We are much more stable now, but I feel we had to survive 10 years just to get started where others began their journey.

What advice would you give to other aspiring entrepreneurs from diverse backgrounds who are interested in entering the alcohol production industry?

First: do it. There are no special people, just people who do special things, and I firmly believe we all have an equal capacity to do special things. There is nothing special about the people who are in the industry today; the only difference between them and you is they started. Second: call me, or reach out to others in the industry (diverse or not). I received so much help and advice from other distilleries and you can too. The most exciting thing in alcohol hasn't happened yet and you might be the one to do it; those of us who are here have a responsibility to help you do it. Having said that, do your homework and be ready to work. This is a tough industry where great ideas often lose out to better funded bad ideas. I met a Black woman at a spirits conference who said to me "don't you feel like they should just give this to us?" in reference to funding/help launching her business; short answer: hell no. No one is going to do the work for you, and you shouldn't expect anything to be handed to you. If you are ready to get your hands dirty, there is a path for you in this industry. Third: pay attention to programs designed to get you into the industry: The StepUp Foundation exists to get people of color and other disadvantaged persons into the industry.

What inspires you to keep going when things get hard?

Our business is a community and is part of a larger community. Spirits are fun but always a luxury; what all people need is community, and we have evolved to be an important part of our community. I get to work with amazing people and solve new problems everyday. My commitment to my coworkers, the joy I get from seeing the company show up for people, and the flexibility I get that allows me to be the dad I want to be are more than enough to overcome the difficult times.

Is there anything else you'd like us to know about you or your company?

Du Nord celebrates those who chart their own path and does it in such a way that lifts others while they rise and removes barriers for others. Du Nord Social Spirits: for those who follow their own North star. Proudly Black-owned.

You can order our spirits online at www.shopdunord.com

Speaking with Chris Montana is a reminder that the future of craft spirits can be bold, inclusive, and rooted in community care. Du Nord Social Spirits continues to lead with intention, quality, and the belief that every bottle can be a vehicle for positive change. Be sure to explore their full lineup, learn more about their mission, and show them some love at dunordcraftspirits.com and on social media @dunordspirits.