"I walked into a whiskey room and found one story being told. So I taught myself everything — then wrote my own."
— DEONDRA RANDLE, FOUNDER & CEO
Deondra Randle is the Founder & CEO of Brotha Whiskey — leading with an operator's discipline and a creator's ear while building the culture's favorite modern whiskey house through fellowship, storytelling, and unforgettable experiences.
A Maryland-based founder, Randle is a proud HBCU graduate of North Carolina Agricultural & Technical State University, where he earned a degree in Mechanical Engineering. He approaches craft spirits the way he approaches every problem: from first principles.
While in corporate America, Deondra felt that for too long the whiskey room only had one story and one voice. So he taught himself everything he needed to know about whiskey — and then he taught others. The question that kept coming back was simple: when can we taste yours? That is when he put his dream in a bottle.
Recognized with the Golden Barrel Whiskey Award, Randle also serves as Chair of the Whiskey Committee for the African American Spirits & Retail Association — shaping standards and opening doors for the next generation of makers.
The journey started when I realized that the whiskey industry lacked representation and diversity, with few Black-owned brands offering the richness of cultural narratives that could resonate with broader audiences. I wanted to challenge the status quo and offer a fresh perspective on what whiskey could represent. With this vision, I set out to craft a premium spirit that celebrated diversity and authenticity, reflecting the stories of those who have shaped me and continue to inspire.
"Brotha Whiskey is more than a brand; it's a movement dedicated to fostering a culture of elegance."
The Founder Story
From First Principles to First Pour
Can you briefly walk us through your story — how you started and how you got to where you are today?
Brotha Whiskey began as a dream rooted in the vibrant streets of Northeast Portland, where community, culture, and creativity intersected daily. Growing up, I was surrounded by stories of resilience and triumph, woven into the fabric of our neighborhood. These narratives ignited a passion within me to create something that embodied the spirit of my community — a whiskey that tells a story with every sip.
The journey started when I realized that the whiskey industry lacked representation and diversity, with few Black-owned brands offering the richness of cultural narratives that could resonate with broader audiences. I wanted to challenge the status quo and offer a fresh perspective on what whiskey could represent. With this vision, I set out to craft a premium spirit that celebrated diversity and authenticity, reflecting the stories of those who have shaped me and continue to inspire.
Launching Brotha Whiskey was no small feat. I faced numerous challenges, from raising capital to navigating the complexities of the spirits industry. But with determination and a commitment to my vision, I began collaborating with skilled distillers who shared my passion for innovation and craftsmanship. Together, we developed a unique, heavily wheated whiskey that offers a smooth, rich flavor profile and captures the essence of our cultural heritage.
Our journey has been marked by significant milestones, including participation in programs like Pronghorn Spirits PREP, Southern Glazer's Wine & Spirits Incubator, and the Nearest & Jack Advancement Initiative. These opportunities have provided invaluable mentorship and resources, allowing us to refine our product and expand our reach.
Today, Brotha Whiskey stands as a testament to the power of community and the importance of representation. Our brand is not just about whiskey; it's about fostering connections and celebrating stories that matter. Each bottle embodies a legacy of resilience and triumph, inviting whiskey enthusiasts to join us in redefining what whiskey can be.
Through our efforts to collaborate with both minority-owned and non-minority-owned businesses, we are committed to creating a model that embraces the richness of diverse cultural experiences. Our tastings and events serve as platforms for dialogue and connection, bridging communities and celebrating the unique tapestry of stories that define us.
As we continue to grow, our mission remains clear: to craft exceptional whiskey that honors the past, celebrates the present, and inspires the future. We are proud to be a part of the industry's evolving narrative and are excited to share Brotha Whiskey with the world.
Has it been a smooth road? If not, what were some of the struggles along the way?
Deondra at the mic · Fellowship Hour
The journey to establish Brotha Whiskey has not been a smooth road. Like many entrepreneurs, I've faced significant challenges in bringing my vision to life. One of the most significant hurdles has been securing the necessary funding to scale operations and expand our distribution channels. The whiskey industry is highly competitive, and breaking into it as a Black-owned brand presented unique obstacles in gaining recognition and establishing credibility.
Another struggle has been overcoming the lack of representation and diversity within the industry. As a founder, I've had to navigate the complexities of challenging the traditional norms and perceptions of what whiskey can be. This has involved educating both consumers and industry partners about the importance of diversity and inclusion in the spirits market.
Additionally, developing a distinctive product that stands out in a crowded market required extensive research and collaboration with skilled industry professionals. Ensuring that Brotha Whiskey embodies cultural richness and quality has been a continuous effort that demands creativity and innovation.
Tell us more about your work — what you specialize in, what you're known for, what you're most proud of, and what sets you apart.
My professional journey has been deeply rooted in engineering and project management, where I have successfully navigated complex challenges and driven impactful results. My most recent position served as the Senior Customer Delivery Manager at a software development start-up, where I've led global customer-facing projects with budgets exceeding $30 million, achieving a 95% on-time delivery rate. This role has honed my skills in system integration, operational efficiency, and managing international teams across Italy, France, Canada, and China.
Deondra Randle · Award Recognition
My background as an engineer spans various roles, including System Integration Engineering Manager and Managing Consultant at top-tier railroad companies. In these positions, I focused on optimizing asset performance, reducing system failures, and enhancing operational efficiency. I've developed a strong reputation for my ability to solve complex problems, strategize effectively, and deliver exceptional results in both transportation and technology sectors.
What sets me apart is my dedication to fostering innovation in every project I undertake. I am most proud of my ability to lead diverse teams and mentor engineers, achieving a significant increase in productivity and employee satisfaction. My professional philosophy is centered around collaboration, problem-solving, and driving tangible improvements in system performance and operational consistency.
Career Highlights
Leadership and Mentorship: I've directed and mentored teams across multiple continents, focusing on strategic vendor negotiations, cost optimizations, and enhancing team productivity.
Professional Achievements: As a certified Project Management Professional (PMP) and Lean Six Sigma Green Belt, I've consistently applied rigorous methodologies to ensure project success.
Industry Recognition: I have been involved in advisory roles, such as serving on the Clean Technology Advisory Board for High Street Equity Partners, providing domain expertise and mentorship to support growth and development.
Community Engagement: Being a member of Omega Psi Phi Fraternity, Inc., and the National Society of Black Engineers, I actively engage in community initiatives that promote diversity and representation.
My journey as an engineer and leader has equipped me with the skills necessary to tackle the challenge of launching Brotha Whiskey, a brand dedicated to celebrating cultural richness and diversity in the whiskey industry. By applying my engineering background to the development and expansion of Brotha Whiskey, I aim to bring a unique perspective that bridges technical excellence with cultural storytelling, reshaping how whiskey is perceived and enjoyed.
What quality or characteristic do you feel is most important to your success?
One of the most important qualities that has contributed to my success is resilience. Throughout my career, I have encountered numerous challenges and setbacks, whether it's been navigating complex projects in the engineering sector or breaking into the highly competitive spirits industry. Resilience has enabled me to persevere through these challenges, adapt to changing circumstances, and maintain a forward-thinking mindset.
Resilience is the backbone of my success, helping me navigate complex challenges, maintain my dedication to innovation, and achieve my goals across different domains.
The Story Behind The Bottle
Luxury, Unbound: Elevate Your Spirit. Define Your Style.
Fellowship · 101 Proof Wheated Whiskey
The Genesis
In the heart of northeast Portland, Oregon, where the streets buzz with the energy of a diverse community, Deondra Randle's journey began. Growing up, Deondra was more than just a spectator in a vibrant culture; he was a participant. His mother and grandmother wove him into the fabric of a community where shared experiences and strong connections were the norm. Family gatherings, rite-of-passage ceremonies, and corporate events were the backdrop to his youth, where he learned the value of unity and the power of diverse perspectives.
The Matriculation
From the scenic landscapes of Oregon to the academic corridors of North Carolina A&T State University, Deondra's journey was marked by significant milestones. At NC A&T, the largest HBCU and a powerhouse in producing African American STEM graduates, Deondra found himself in an environment where he was part of the majority. It was here that he connected with like-minded individuals, forging bonds that would last a lifetime. The legacy of figures like Ronald McNair and The A&T Four, who championed civil rights and academic excellence, deeply influenced him. Their stories of resilience and triumph in the face of adversity became a source of inspiration.
The Discovery
Upon graduating, Deondra ventured into the corporate world, where the familiar feeling of being in the minority resurfaced. Yet, armed with the experiences and lessons of his past, he navigated this new landscape with confidence. It was in the happy hours and networking events of corporate America where Deondra was introduced to whiskey — a spirit that quickly became a symbol of camaraderie and connection. He noticed that whiskey was more than just a drink; it was a bridge that brought people together, fostering conversations and forging new relationships. The clarity of this realization struck him: whiskey had the power to elevate the spirit and define one's style.
In 2019, driven by this newfound passion, Deondra embarked on his whiskey journey, adopting the persona of Brotha Whiskey. He immersed himself in the world of whiskey, increasing his knowledge, conducting tastings, and sharing his insights with a growing audience. Then, the pandemic hit. While the world saw restrictions and confinement, Deondra saw an opportunity. The lockdowns of 2020 provided him the time to delve deeper into his whiskey studies, expanding his collection and refining his palate. His dedication resonated with his followers, who began to ask why he hadn't created his own whiskey brand.
The Legacy
After much thought and deliberation, Deondra decided to turn this vision into reality. Brotha Whiskey was born out of a deep-seated desire to honor his heritage and the bonds of fellowship that had shaped his journey. Each bottle of Brotha Whiskey is a tribute to the rich stories and sacrifices of those who came before him, aimed at creating a legacy that transcends generations.
Brotha Whiskey is more than a brand; it's a movement dedicated to fostering a culture of elegance. Deondra's journey, from the vibrant streets of Portland to the esteemed halls of NC A&T and the corporate environment, is a testament to the power of community and the spirit of perseverance. Brotha Whiskey aims to unite people from all walks of life, creating a community where everyone can share in the rich experience of premium spirits.
"Brotha Whiskey is more than a brand; it's a movement dedicated to fostering a culture of elegance."
Product Dossier
Fellowship Wheated Whiskey
Built for connection. Crafted with purpose. Patiently aged in new American White Oak for a smooth, refined taste that brings people together."
Age
5 Years
Proof
101 / 50.5% ABV
Mash Bill
95% Wheat
Barrels
Char #4 New American White Oak
Nose
Warm, buttery vanilla and a hint of caramel.
Color
Radiant burnt amber, the last rays of a sunset.
Palate
Sweet toffee, spiced oak and caramel; ripe berries with a whisper of cinnamon.
Finish
Long and satisfying — silky, mellow, lingering.
Feature · Web3 × Spirits
The Brotha Whiskey XR Experience
In partnership with Black Meta Agency — the Web3 creative & experiential studio behind the nation's first Dental Hygiene XR lab — Brotha Whiskey becomes the first craft spirit to step fully into immersive space.
Teleport from an empty bar into a plush, classy speakeasy. Sit. Slow down. Belong.
01
Immersive Art Gallery
Real artists. Real artwork. A 24/7 rotating showcase from creators across the United States — every piece available to acquire from the comfort of your own room.
02
AI-Driven Avatars
Walk the floor with avatars that narrate the history of Brotha Whiskey, guide tours of the immersive space, and answer the questions a great bartender would.
03
The XR Mixologist
Mixologists step into avatar form to host live sessions, sharing the technique behind the perfect Brotha Whiskey cocktail — and pulling guests into the craft.
04
Comedy & Live Stage
A rotating program of comedy nights, conversations, and curated gatherings — including special evenings with Deondra in-room, hosting and educating.
Signature Pour
The Old Gold Reserve
The official house cocktail of Brotha Whiskey — bright, balanced, unmistakably ours.
Ingredients
2 oz Fellowship Whiskey
1 oz fresh-squeezed lemon juice
½ oz simple syrup
1 oz pineapple juice
Fresh mint leaves
Method
i. Add whiskey, lemon, simple syrup, mint and pineapple to a shaker.
ii. Add ice and shake 15–20 seconds, until well-chilled.
iii. Strain into a rocks glass over fresh ice — or a coupe, neat.
iv. Garnish with mint and a lemon wedge on the rim.
Speakeasy Pour
The Mint Condition
Absinthe-kissed and mint-forward — a hushed, low-lit pour built for the back booth.
Ingredients
Absinthe-rinsed glass
2 oz Brotha Whiskey
7 dashes Peychaud's bitters
3 dashes orange bitters
5 mint leaves, muddled
½ oz mint simple (or simple syrup)
Method
i. Rinse a chilled martini or rocks glass with absinthe; discard excess.
ii. Muddle mint leaves gently in a mixing glass.
iii. Add whiskey, both bitters, mint simple and ice. Stir in the yarai until well-chilled.
iv. Strain into the prepared glass. Garnish with a fresh mint sprig.
The Record
Press, Partnerships & Praise
Badges & Honors · Swipe the Trophy Case
Silver Medal
American Craft Spirits Association · 2025
Silver Winner
John Barleycorn Awards · 2024
BOSA Honoree
Black Owned Spirit Awards · 2024
AASRA Member
African American Spirits & Retail Association
Black Owned Business·Minority Owned·Small Business·Small Disadvantaged Business·Seed Spot Alumni·African American Spirits & Retail Association
Book · Feature · Collaborate
Brotha Whiskey is more than a brand; it's a movement dedicated to fostering a culture of luxury & elegance.
