Meet Spirited Tracie Franklin

In 2020, Jack Daniels and Uncle Nearest announced The Nearest & Jack Training initiative and Tracie Franklin became the first apprentice of the program. She spent two years training on various aspects of the distilling industry before graduating. Before that she worked as an actor and bartender and then a brand ambassador for many different brands of Scotch whisky. Franklin is currently consulting with businesses on all points of the whisk(e)y continuum. Relish & Whisky recently caught up with her to learn more about her background and mission.

MK: How did you get into the whiskey business?

TF: Well, this is a bit of a long story. I have always been someone who relished flavor. My father was in the military and when he would return from tours in other countries, he would try to find restaurants that prepared those cuisines so he could share his stories with us while giving us a taste of the culture he’d experienced. We grew up eating everything we could find and loved trying new cuisines. When I graduated college and started working on musicals, I kept the same excitement for food as I traveled the world singing in different languages. What I also began to realize was that I was able to sing much more clearly when I drank whiskey than if I had mixed drinks or even wine the night before. Whiskey became my drink of choice and I began to explore the diversity of the category. I started to seek out opportunities to learn. Luckily, I had landed back in New York city where brand ambassadors worked closely with the U.S. Bartender’s Guild. I began to volunteer to help with tasting events to get more education and to save myself a buck or 50. Once the ambassadors realized I was serious I was offered the opportunity to pour for whiskey festivals, in-store tastings, and at private tastings. The hourly pay was decent and kept me from closing the bar and getting home at 4AM with auditions to do that same morning. I continued to represent brands like Ardbeg (my gateway whisky) and Glenmorangie, but realized brands weren’t speaking to my demographic. I teamed up with my whiskey sister and dear friend, Jennifer Wren to create a whiskey marketing company called, Whersky. We hosted educational whiskey events that were targeted to younger audiences. 

Our slogan was, “Whether you’re in a kilt, heels, or both, Whersky welcomes you!“

Gina Fossit was one of our first supporters and she brought Diageo on board. Our names and purpose quickly spread throughout the whiskey industry and from there we started getting offers to work for brands. Being that we were both actors, the 401K match and health insurance were too much to refuse. I am grateful to have the opportunity to bring my passion for whiskey to the world each and every day.

MK: What was your mission with Whersky?

TF: To increase diversity in the whiskey industry. At the time we founded Whersky, most brands were overlooking people of color, young drinkers, LGBTQ+ and women in their outreach. We wanted to fill the gap by offering blog posts written from diverse perspectives, educational 101 classes to empower the attendees, and creative drinking opportunities to create community. Unfortunately, we weren’t able to keep the company going once we became employees of brands but we were able to take our advocacy into our roles.

MK: How has your past bartending experience shaped your knowledge of whiskey consumers?

TF: While I was in New York I worked as a bartender when I wasn’t touring and it helped give me a thick skin. I was already a hospitality professional after years of being a server in college and this is where I gained the ability to read my guests and to predict their needs. At Heartland Brewery in Union Square, I learned shots, beer pairings, and how to shut down a finance bro in 5 words. At Vinus and Marc, I learned classic cocktails and began to connect flavor expectation with guest reactions. It wasn’t until I began going to Brandy Library and Flatiron room that I learned to distinguish the many whiskey flavor profiles with a guest's current palate. Now, I am the Whiskey Whisperer! I love talking to people about their preferences and then finding the perfect pairing served in the appropriate way for their palate.

MK: As a former William Grant & Sons Ambassador, what do you want Bourbon drinkers to know about Scotch?

TF: It’s varied and complex and there are numerous ways to learn to appreciate it. Also, you don’t have to appreciate it! I love ALL whiskey and think there is an expression for every season and event. However, if you’re a Bourbon lover and Scotch hasn’t been your thing, don’t force it. Do your best to stay open minded though. As you begin to understand what it is you didn’t enjoy about the whiskies you’ve tried, you’ll get closer to finding the whisky that will become the bridge to expanding your palate and your world of whiskey flavor.