Pronghorn’s co-founders are on a mission to revolutionize the spirits industry –

Dan Sanborn brings a wealth of experience and a deep love for spirits. After a distinguished profession rooted in culture and partnerships at Diageo, Sanborn is now co-founding father of Pronghorn and president of Wheelhouse Labs, which he describes as “a curious cultural marketing fear house.” Under his leadership, Pronghorn’s commitment to bringing a latest generation of culture-inspired spirits enthusiasts to market is stronger than ever.

“We are in service to the industry,” Sanborn said. “We believe we can help the industry grow because it can better serve the consumers it wants to engage. We are creating a template to diversify the industry and in doing so, help secure its success for the future.”

DRIVEN BY ECONOMIC INFLUENCE

Pronghorn is targeted on ensuring the spirits industry reflects the consumers it serves by aligning representation through hiring. They have partnered with HBCUs and nonprofits (e.g., the National Black MBA Association) to construct a talent pipeline of entry-level and executive candidates with transferable skills, integrating representation into key areas of the industry like sourcing, marketing and sales, and route to market. The idea is to transform the industry from the inside out in order that Black founders are resourced and empowered to navigate the complexities of the spirits market. The team has also spearheaded programs to drive industry education and candidate development, including HBCU business school competitions and the flagship Spirits Prep certification in partnership with DISCUS.

Pronghorn already has a proof of concept based on the impact it has made in lower than two years of operation. In its first 12 months, the company has invested greater than $10 million in 19 Black-owned spirits brands, provided nine internship opportunities for school students, placed greater than 50 Black executives in spirits industry positions and provided greater than 150 hours of mentoring to founders. The team is well ahead of its 10-12 months goal, with investments in 24 brands to date, including Greenwood Whiskey, Anteel Tequila and Ten To One Rum.

To achieve the goal of economic impact, Pronghorn’s philosophy is about greater than just stepping into the spirits industry. It’s about constructing bridges to limitless opportunity for the Black community, whether that’s generating consumer awareness and community engagement with Black-owned brands (like Hella Cocktail Co, IslandJon Vodka and Rally Gin), helping founders navigate the regulatory complexities of production and distribution, or placing diverse representation in key decision-making roles at the company.