Guidance Whiskey Owner is Helping to Lift Up Other Black Businesses in Nashville

Jason Ridgel talks about overcoming stereotypes in the whiskey business.

By Chris Chamberlain

Published on 19/02/2021 at 10:26 PM

During his first job out of college, Jason Ridgel noticed something. He had just graduated with an engineering degree from Tennessee State and he was working for KPMG, one of the big four accounting firms in Nashville.

“I knew the managing partner there made like $2 million a year,” Ridgel recalls. “I watched him speak to everybody when he came into the building. He was one of the nicest guys. He had no flash at all. Everyone else who made way less drove fancier cars and wore nicer suits, and I watched them be assholes. So it was at a young age that I realized the person with the most money doesn’t have to be mean.”

Fast-forward nearly two decades later, Ridgel hasn’t forgotten that formula for compassionate success and he’s channeled into his distillery, Guidance Whiskey, a small-batch whiskey brand distilled in Iowa and housed in Nashville. After just a few years in the liquor business, the 39-year-old Alabama native has already been instrumental in several other Black-owned brands entering the marketplace.

Ridgel landed on the distilling industry after seeing event after event in his career devoting so much money to booze. “I was putting together all these events, and I saw how much money we were spending on alcohol-like more than half the budget,” he says. “I thought to myself, ‘I gotta figure out a way to get on that side of the hustle.'”

He researched the business and potential partners before settling on an Iowa-based distillery that would manufacture his new product. Guidance Whiskey, named after the wise advice he had received throughout his life, was founded in Nashville in the fall of 2018. Aware that his new product might have trouble measuring up in the competitive whiskey region that is Tennessee, Ridgel decided to concentrate on what he wanted out of a spirit.

“I was tired of drinking expensive whiskey and lying by saying that I liked something I didn’t like because it was supposed to be premium,” he says. “I wanted to design something that would be an enjoyable sipping whiskey.”

Working with his distillery partner, Ridgel developed a high-corn recipe for his whiskey that manages to be delicious after only two years of aging in charred oak barrels, a far shorter aging time than many big brands. The whiskey’s mash bill is unique, with an overwhelming corn ratio of 88% and notes of burnt caramel, maraschino cherry, and subtle vanilla that, Ridgel says, has made it an ideal pairing for everything from barbecue sauce to chocolate.

Still, entering into a predominantly white, corporate industry wasn’t easy. Of the 44 distilleries in Tennessee, Guidance is only one of two that is Black-owned. The other is Uncle Nearest, named for former slave Nathan “Nearest” Green, who taught a young Jack Daniel the craft of distilling. In June of 2020, Jack Daniel’s and Uncle Nearest launched a joint $5 million initiative to increase diversity in the American whiskey industry. But clearly there is still a long way to go.

“Getting into it is the hardest part,” he recalls. “That’s when I heard the craziest things: ‘You can never be a premium small-batch whiskey. You can’t charge fifty bucks a bottle. You’re not a rapper. You’re not a football player. You’re not famous.’ You still get tapped by the good-old boy system where they don’t want you to get into it.”

But Ridgel persevered, putting his head down, making strategic partnerships, and focusing on the positive feedback instead of the hurdles. After less than three years in the whiskey business, Ridgel has built Guidance into a powerful regional brand. This past September, Guidance partnered with Black-owned Legacy Wine and Spirits to distribute its product, adding 50 additional retail locations in Kentucky, Florida, California, Georgia, and Tennessee. Guidance is now available for delivery in 43 states around the country.

“People are taking note of minority bands and hard-working people,” he says. “The biggest thing that I’ve noticed is the changing of the guard. People’s appetite for ‘new’ is almost insatiable. People are so willing to try new spirits now, it’s probably scary to some of the big boys, but it is great for your artisans and for people that have been put on the back-burner forever.”

Ridgel has worked with Black-owned companies like winemakers and fellow TSU grads Twisted Sistuhs, hemp-infused vodka brand Canapa Fiyori due out later this spring, and a locally sourced bourbon project from another TSU alum, Michael Frazier. Ridgel consulted with Greenwood Whiskey out of Atlanta and a Texas vodka named Timeless, and currently contracts with minority-owned business Twisted Corks to handle all his on-premise tastings.

“We’ve got so many more people that are lining up that want to do projects,” he says. “They don’t just carry you because you’re local or because you’re Black-owned. That might have worked last year, but it’s not working this year. We knew it wouldn’t last. Now you’re right back to having to be good at what you do and bust your ass.”

Future plans for Guidance include the release of a ready-to-drink cocktail line under the Tippers brand and a spiked tea project that he wants to call Whis-Tea. (“That’s my love project,” he admits.) But making sure he’s keeping the door open for future generations is never far from his mind.

“There are things we can do with these brands to help generate money together, but until you actually have a product on the shelves, I don’t take a dime from them,” he says. “I wouldn’t have been able to pay for what people gave me in the beginning. Somebody is gonna knock on your door like you knocked on mine, you can guarantee it. So you’d better pay that forward.”

Nashville

How to Get into Nashville’s Best Speakeasies and Secret Bars

Nashville's speakeasies have impeccable cocktails and even better vibes.

By sarah carter and chris chamberlain

Published on 29/03/2023 at 10:02

It’s not like it’s difficult to find a spot for a proper cocktail in Nashville, except when it’s intentionally hard. Some of Nashville’s finest bars are a little more hidden away, to create a sense of exclusivity and limit crowds so that talented bartenders can offer the sort of individualized attention that their inventive drinks deserve. Besides, it’s nice to have a conversation at a bar where you don’t have to yell to be heard. Here are some of our favourite places to chill.

The Fox Bar and Cocktail Club

South InglewoodThe talented mixologists at The Fox are a big part of the attraction, and some of their novel takes on classic cocktails have actually won national awards in recipe contests. But even if all you want is a proper gin and tonic, you’ll be delighted by the cozy library vibe of the East Nashville emporium. The bar staff insists on seasonal, locally sourced ingredients, so the drink menu changes frequently. Don’t worry if your favourite rolls off, because there’s sure to be something new to delight you.

Attaboy

East NashvilleAn outpost of the James Beard Award-nominated NYC cocktail bar, Nashville’s version of Attaboy is no slouch either. Well, the building is kindy slouchy, a cinderblock edifice hidden away in an alley where guests are invited to “knock gently” to gain entry. If the bar is full, you’ll have to wait outside, but once you gain entrance, the fun really begins. Bartenders interview patrons about their drink preferences and then compose cocktails on the fly to fulfil their wildest dreams. Sit at the bar or settle into a blue velvet booth to enjoy a completely crafty cocktail or two.

Hidden Bar

DowntownThis subterranean lair in the Noelle hotel downtown is intentionally difficult to find. The entrance is through a door you’d probably never pass through unless you work for the hotel cleaning staff, but it’s a passage to something wonderful. Hidden Bar often stages thematic pop-ups that extend to both the riotous decor and the drink list, and large-format drinks are designed for sharing, so bring a few friends.

Skull’s Rainbow Room

Printer’s AlleySkull’s has been a Printers Alley institution since the middle of the last century, except for the few years it was closed when notorious club owner David “Skull” Schulman was murdered, reportedly by someone that knew he always kept the evening’s cash receipts in the top pocket of his trademark overalls. Since reopening, the showroom has revived the old-school vibe with nightly jazz and burlesque shows, classic cocktails served from an elaborate wooden bar and a restaurant that features an excellent chophouse menu. It’s easy to forget the time during an evening at Skulls. Heck, it’s easy to forget what decade it is.

Bar Sovereign

SoBroTucked away in a nondescript strip mall among the towering hotel buildings of SoBro, Bar Sovereign’s entrance is marked only by a small golden plaque that is fortunately close to eye level. Inside is a wonderland of bold artwork covering the walls, a sculpture created from a disassembled piano behind the bar and a menu of interesting and affordable cocktails that is rare to find amongst the nearby tourist destinations. The atmosphere gets a little wilder late at night when DJs spin tunes for the party people and industry folks looking to blow off a little steam at the end of a shift.

Bay 6

East NashvilleThis microbar has a double punny name. First of all, it is, indeed, crammed into the sixth bay of what used to be a self-service car wash before the building was converted into an elevated food and drink court with international carryout restaurants occupying the other quintet of stalls. Secondly, the menu is intentionally basic, with simple, well-made cocktails designed to be served quickly so that guests can enjoy them in one of the very few seats in Bay 6 or carry them out to the lively outdoor patio where patrons enjoy their food from one of the options at The Wash.

Green Hour

GermantownBy day, Tempered Fine Chocolates occupies this space, but on Thursday through Saturday evenings, they unpack the bottles, build a bar and flick on the green light that lets tipplers know that Green Hour is now in session. Dedicated to the exotic “Green Fairy,” absinthe, the bar offers pours of more than a dozen versions of the anise-flavoured spirit. Enjoy a classic absinthe service with drops of water to open up the aromas and flavours or order a flight of three for comparison. The bartenders also employ absinthe in an array of exotic cocktails, but if you don’t like licorice, you might want to pass.

Never Never

Wedgewood-HoustonIt’s not like they’re trying to hide Never Never. It’s just that the former welding shop is so non-descript and hidden away next to the railroad tracks, you might need someone to show you the way to the front door. It’s worth the hunt, though, because the cocktails are both clever and cheap. Enjoy small bites, beer, wine and cocktails at the amiable dimly-lit bar or discover the patio oasis out back that feels like being a guest at a friend’s house party.

Minerva Ave

North NashvilleDress to impress at this Tennessee State University neighbourhood cocktail lounge. A tall fence surrounds the compound to provide privacy, but once you knock for admission, you’ll encounter an expansive outdoor deck with cabanas, fire pits and an outdoor bar. Inside, it’s a little more vibey with plush booths, dramatic lighting accents as well as nostalgic music and artwork. Smokers can enjoy hookah service and cigars, and bottle service is available for high rollers.

One More Cocktail Club

DowntownTucked away in the hallway outside of Level 3 South at the Assembly Food Hall, One More Cocktail Club feels like worlds away from the tourist throngs below. There’s only room for a couple of dozen guests in the chic lounge, so everyone is treated like a VIP. The menu is a mix of new craft cocktails and classics, with special attention paid to creating beautiful works of art including appropriate garnishes. A tight menu of red, white and bubbly wines is also available for those in the know.

Pushing Daisies

DowntownIf you park on the top deck of the garage below the Fifth + Broad retail/dining/entertainment complex across from the Bridgestone Arena, you’ll actually have to walk down to get to Pushing Daisies, home of “underground margaritas.” Named after the class of cocktails that feature citrus, sweet and sour, this hot new lounge concentrates on the tequila version of the whiskey sour or daiquiri. Margaritas are crafted using luxury ingredients and quaffed by a hip crowd of guests enjoying pumping music and dramatic lighting. It’s definitely a scene to be seen.

The Late Great

Demonbreun/Music RowFor the first year this cocktail lounge at the Virgin Nashville was open, it wasn’t really open. Instead, it was a private membership club with an entrance hidden away even from hotel guests. Now, we civilians can make reservations for a three-cocktail “experience” in this shrine to music and creativity, decorated like the writers’ lounge outside the legendary recording studios on nearby Music Row. Private memberships are still available if you’re so inclined and still flush with those songwriter royalty checks.

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Sarah Carter is a writer and country music lover living in Lebanon, Tennessee. Follow her (mostly southern) regional exploits and stories on Instagram.

Chris Chamberlain is a food, drink, and travel writer based out of his hometown of Nashville. Find him on Twitter @CeeElCee.