“Each brew tells a story, reflecting the richness and resilience of a community that has long been underrepresented in the craft beer scene. With every sip, Moor’s Brewing Company challenges norms, embraces heritage, and brings a bold new flavor to the world,” Johnson says. “Moor’s Brewing Company symbolizes the infusion of representation and culture into the beer industry. It’s an audacious journey to carve out a space for African American voices and traditions within the global beer landscape, making history while inspiring legacies.”N’DIGO recently sat down with Johnson to learn more about the rapidly expanding company and its origins.
N’DIGO: How did the initial idea to start Moor’s Brewing Company come about?
Jamhal Johnson: While living in Miami, Damon took a job delivering groceries after his restaurant consultancy business was impacted by COVID-19. On one particular delivery, he was tasked with bringing a large amount of beer to a house in a very affluent neighborhood. Upon arriving, Damon was surprised to find that the order was for a group of African Americans having a party, as he had assumed the beer was meant for a predominantly Caucasian gathering. Immediately after that delivery, Damon called me and suggested we start a beer company.
And how did things get rolling after that initial call?
I had already been inspired to create a brand and immediately got to work on a business plan and outlining our approach to the beer industry. Anthony, being a marketing professional by trade, conducted extensive market research to strategically craft the launch of the brand. He shaped how we engage consumers both on and off premise, ensuring the brand resonates with its audience while standing out in the competitive beer market. I ultimately decided to name the company Moor’s Brewing Company and selected iconic imagery for its logo and can art, creating a brand that celebrates culture and representation in the beer world.
Please tell us about the concept of Moor’s Brewing Company and the name’s significance.
We wanted to create a brand that connected with and represented the Black community, leveraging a history not widely known in the United States. In light of the civil unrest following the George Floyd incident and the removal of Aunt Jemima and Uncle Ben from consumer packaging, We saw an opportunity to place a positive image of African Americans on consumer-packaged goods. We wanted to remind ourselves that we once ruled—know more of where you came from. This vision became the foundation of Moor’s Brewing Company, a brand designed to honor and uplift Black history and culture.
What obstacles have you had to overcome as young black men in the beer brewing business?
As one could imagine, there are many obstacles to overcome when entering an industry where less than 1% of the ownership is African American. Most breweries start with their own facility, but like many African American entrepreneurs, we didn’t have the financial capital to build one from the ground up. Instead, we entered the business by partnering with a co-packer—an existing brewery that could produce our beer based on our recipes. Finding the right partner was a difficult task, but we were fortunate to connect with an African American-owned brewery in Hammond, Indiana, to bring our vision to life. Additionally, launching in a competitive market like Chicago, securing the right distributor is both challenging and critical to success. Navigating these hurdles was no small feat, but it was essential in establishing Moor’s Brewing Company.
What are three of your personal business mottos that you always try to abide by?
- Proper preparation prevents poor performance.
- Closed mouths don’t get fed.
- Always ask!
Outside of the brewing company, what are some of your other interests or endeavors?
I am a corporate tax accountant by trade, so I still have small business clients that I service. Additionally, I am active with our foundation, the Care Moor Foundation for Civic Engagement that aims to expose our youth to non-traditional careers and support other community initiatives.
What’s something people would be surprised to know about you?
I’m the oldest of seven children.
Best advice or words of wisdom?
Well done is better is better than well said.
Favorite quote or affirmation?
“I am the architect of my destiny.”
What’s next for Moor’s Brewing Company? (Goals? Projects in the works?)
Moor’s Brewing Company is preparing to enter other markets, just arriving in New Jersey’s Total Wine & More. Also, we will be entering Target in Spring 2025.
For more information on Moor’s Brewing Company, please visit their website www.moorsbeer.com and connect them on Instagram at @moorsbeer
