Though Umolu has seen success with Jon Basil, there were challenges on the journey toward entrepreneurship. According to a 2022 Forbes news report, Black consumers account for 12% of alcohol sales, but represent only 7.8% of the workforce and two percent of executives in the sprits industry. Unfortunately, there isn’t much demographic data publicly available to show what the industry looks like here in Chicago. But the Black-owned website Will Drink for Travel keeps a running list of 160+ Black-owned spirits brands that is updated monthly.
Umolu said it took some convincing industry gatekeepers to take him and Taher seriously.
“[Chicago] is one of the most competitive markets that you can face, and a lot of the relationships and folks that are in charge that can kind of open the door for you have all been around for a very long time,” Umolu said. “It’s kind of close-knit, so to be outside of that spectrum or outside of that group, and then attempting to open the door and get through is a harder sell in some cases because it hadn’t been seen or done before.”
Today, Jon Basil is sold in more than 300 store and bar locations in Illinois, including Walmart, Binny’s Beverage Depot and Jewel-Osco. Jon Basil can also be purchased in eastern Iowa and portions of northwest Indiana. In its first year, Jon Basil sold through its first shipment. Umolu and Taher were also named to the Forbes 30 Under 30 list for food and drink in 2021.
The tide in the industry is changing. Umolu pointed to other Black-owned spirit brands with Chicago roots popping up. For example, there’s Michael Lavelle Wines, a Black-owned wine company founded by Chicago native Terrence “Lavelle” Low and Aaron Michael Coad, Brandon Crump and Devin Kennedy, Alexander James Whiskey, founded by Chicago native Jesse Steward Jr. and PlayPen Vodka, founded by brothers Joseph Moton and Ted Robinson.
As for the best way to drink his tequila, he suggests drinking Blanco neat, but if you want something a bit softer, squeeze a bit of orange or lime. There are also a number of drink recipes on the website.