Simms knew Harris and Sanborn from working together for many years on Ciroc. “It was kind of a microcosm of what’s happening now where Erin and I really understood how to drive excitement and build a brand from scratch. We also understood how to have a respectful relationship with culture,” Simms said. “Dan brought a deep understanding of the industry, like the regulatory complexity and supply chain. So, we were thrilled to be part of building something like Ciroc.”
Compelled to use their success to help other aspiring spirits entrepreneurs, the idea of Pronghorn came to fruition. “We were like, ‘How can we bring everybody along? It’s incumbent on us to do this,’” Simms recalled.
It’s how you finish
The pronghorn is the fastest North American land mammal and can maintain a speed of up to 60 mph for miles. Inspired by this swift creature, Pronghorn’s mission to create tangible change is seen a marathon, not a sprint.
“If you were to race a cheetah and a pronghorn in a sprint, the cheetah would win. But in a marathon, the pronghorn will win every time,” said Simms. “So, when we are looking to catch up from centuries of inequity in this country, we have a lot of ground to cover, but we are patient as hell. So, we thought this animal was a beautiful manifestation of what it means to go far and fast.”
As part of Pronghorn’s marathon journey, the company is raising awareness that working in the spirits industry is a viable career option. Simms, who graduated from Morgan State University with a bachelor’s in psychology, said it never occurred to her to seek a job in alcohol—and she has zero regrets.
“It’s an incredible industry filled with innovation and a lot of American history,” Simms added. “We want to do a better job inviting people, and we want all the brilliance that I know firsthand comes out of the Black American community. So, as we go into year two, we’re ensuring what we’re telling that story, and inviting people in is mission critical.”
Pronghorn encourages the next generation of aspiring Black industry leaders to bring their most ambitious ideas, even if their aim isn’t to start a brand. “I want to remind people that the spirits industry is like any other,” Simms said.
“Even if you’re not interested in owning your own brand, do you have a janitorial services company? Do you have a marketing company? Are you a lawyer? Are you an accountant? Would you be interested in making the labels on a bottle? It’s an entire ecosystem from which Black Americans are mostly absent. So, there’s really nothing you can’t do. Anything you can do in any other industry, you can do in the spirits industry.”
