# Founder Feature: Emmanuel Waters and Courtney Tucker of Old Hillside Bourbon

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-03-06
- Length: 35m
- Episode: 269
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-03-06-founder-feature-emmanuel-waters-and-courtney-tucker-of-old-hillside-bourbon
- Listen: https://share.transistor.fm/s/79914388

## Summary

Emmanuel Waters and Courtney Tucker, co-founders of Old Hillside Bourbon Company, discuss bootstrapping their premium spirit brand for six years to tell Black history through products like Last Ride Rye, Trifecta, and Harlem Hellfighters. They explain how leveraging stories of Black jockeys and the Harlem Hellfighters helped them break records as the fastest-selling bourbon in North Carolina despite facing significant barriers in a $40 billion industry where Black ownership is less than 1%. The founders emphasize their commitment to quality and community, aiming to be the best bourbon period rather than just the best Black-owned brand, while navigating a crowded market with limited capital.

## Outline

1. Introduction: Emmanuel Waters and Courtney Tucker of Old Hillside Bourbon Company
2. The Pandemic Origin Story: Cousins Connecting via Instagram
3. Market Barriers: Black Ownership in a $40 Billion Spirits Industry
4. Product Strategy: Quality, Storytelling, and Premium Positioning
5. Brand Narratives: Black Jockeys, Female Pioneers, and the Harlem Hellfighters
6. Community Impact: First Demo Records and Emotional Family Reunions
7. Business Challenges: Bootstrapping, VC Disparities, and Scaling Strategy

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Old Hillside Bourbon Company (company)
- Last Ride Rye (product)
- Trifecta (product)
- Harlem Hellfighters (product)
- Jack Daniel's (product)
- Buffalo Trace (company)

## Related episodes from other shows

- [McBride Sisters Wine (Part 1 of 2): Robin McBride and Andréa McBride John](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-10-19-mcbride-sisters-wine-part-1-of-2-robin-mcbride-and-andrea-mcbride-john) (How I Built This)
- [Uncle Nearest Premium Whiskey: Fawn Weaver (2021)](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-03-04-uncle-nearest-premium-whiskey-fawn-weaver-2021) (How I Built This)
- [Advice Line with Fawn Weaver of Uncle Nearest Premium Whiskey](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-04-25-advice-line-with-fawn-weaver-of-uncle-nearest-premium-whiskey) (How I Built This)
- [EO Products: Susan Griffin-Black & Brad Black](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-15-eo-products-susan-griffin-black-brad-black) (How I Built This)
- [The Lip Bar: Melissa Butler](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-11-23-the-lip-bar-melissa-butler) (How I Built This)

## Citing this page

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