An interview with Kelly Reeves
Published in
Authority Magazine – Oct 18, 2024
Be patient — building a spirits brand takes time
Less than 20% of winemakers and distillers are women. Traditionally, women were excluded from these industries. This number is slowly rising as more women choose to study this profession and enter the wine and spirits fields. What is it like for the women who work in this male-dominated industry? What are some of the challenges they face? Is there hope for better representation and wages for women in the wine and spirits industry? As part of our series about women leading the wine and spirits industries, we had the pleasure of interviewing Dee Robinson.
Dee Robinson is the founder of Good Trouble Bourbon, an award-winning brand that combines the craftsmanship of fine bourbon with a mission to inspire courageous conversations about justice, liberty, and positive change. A dynamic entrepreneur, Dee launched Good Trouble Bourbon as a way to honor the legacy of activism while providing consumers with a premium bourbon experience that embodies boldness and social consciousness.
In addition to her role at Good Trouble Bourbon, Dee is the founder and CEO of Robinson Hill, Inc., a renowned concessions management firm specializing in retail and restaurant operations within airports and non-traditional venues. Under her leadership, Robinson Hill has expanded to include over 60 airport restaurants and retail stores, in partnership with brands such as Hudson Group, Ben & Jerry’s, and Potbelly. Her ability to identify untapped market opportunities and deliver innovative solutions has driven the firm’s success and positioned Dee as a thought leader in the industry.
With a career spanning multiple sectors including food & beverage, retail, advertising, and finance, Dee is celebrated for her keen business acumen, strategic leadership, and commitment to social impact. Her work is driven by a belief in using business as a force for good, empowering others to make meaningful contributions to their communities. This ethos is reflected in her leadership style, where she emphasizes the importance of diversity, inclusion, and values-driven growth.
Dee serves on several corporate and nonprofit boards, including Accel Entertainment, Wintrust Bank, and PGA REACH, where she helps guide strategy, governance, and compliance. She has been recognized with numerous awards, including being named a History Maker, Chicago United Business Leader of Color, and one of Women Inc.’s Most Influential Corporate Directors. Through her leadership at Good Trouble Bourbon and Robinson Hill, Dee continues to use her platform to champion causes that align with her values, advocating for positive change while building thriving businesses.
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Thank you so much for doing this with us! Before we dive in, our readers would love to get to know you a bit. Can you tell us a bit about your origin story, and your childhood?
Regarding my origin story and childhood, I was born and raised in Cleveland, Ohio. From a young age, my mother instilled in me the values of hard work, education, integrity, and giving back to the community. Those principles have guided me throughout my life and career. I was always an ambitious and curious child, eager to learn and take on new challenges.
Can you tell us the “backstory” about what brought you to the wine and spirits industry?
My journey to the spirits industry was not a direct path. I started my career in banking, the consumer products marketing after earning my MBA from Northwestern’s Kellogg School of Management. In 1995, I founded Robinson Hill, first as a licensed business in Sears, then launched a concessions management firm in 2001, specializing in airport restaurants and retail. That entrepreneurial experience gave me a deep understanding of hospitality, customer service, and brand building.
The idea for Good Trouble Bourbon came much later, in 2018. Starting with a love of bourbon, I saw an opportunity to create a premium bourbon brand that could spark meaningful conversations about social change while delivering an exceptional product. If you are going to do it, you have to do it right, so I embarked on how to make great bourbon which led to my collaboration with Jacob Call, a 8th generation master distiller. The first objective was to make bourbon worthy of its name, then to use bourbon as a tool for positive social change. The name “Good Trouble” was inspired by my mother, who told my twin and I that the only kind of trouble we could get in was good trouble because my oldest sister got in the rest. The late Congressman John Lewis’s call to get into “good trouble, necessary trouble” in the pursuit of justice and equality helped defined our brand’s ethos.
Can you share the most interesting story that happened to you since you began leading your company? Can you tell us what lesson you learned from that?
One of the most interesting experiences since launching Good Trouble Bourbon was participating in a major spirits competition where we were up against much more established brands. To our surprise and delight, we won a double gold medal! Then more awards followed, they all validated what we already knew. We are committed to bringing great bourbon to our customers. When you focus on quality and stay true to your vision, you can compete with anyone. The lesson was to never underestimate yourself or your product when you know your heart and intention.
It has been said that sometimes our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
In terms of mistakes, early on I underestimated how complex and regulated the spirits industry is. There was a lot to learn about distribution, compliance, and the three-tier system. Most things take longer than you can imagine. I never imagined that securing distribution even with strong retail commitments would be so difficult. There are articles taking about the softness in the craft spirits space. It’s not the result of declining interest, but the difficulty new brands face breaking through to distributors. If given the chance, they would see the tremendous value and growth opportunities partnering with the right craft distillers. We can win together. They are not incentivized to take a chance on something great, niches or growth segments. Good Trouble is positioned within a growth segment. The entrepreneurial drive and spirit of partnership make craft distillers great partners. It had taught me to persevere, deliver excellence at every level, and be overprepared, especially when it comes to the technical aspects of the business.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?
I’m incredibly grateful to my family for their unwavering support as I’ve pursued my entrepreneurial dreams. My mentors in particular have been offering encouragement during challenging times and celebrating the wins. Their belief in me gave me the courage to take risks and follow my vision for Good Trouble as a global lifestyle brand.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Three character traits that have been instrumental to my success are:
1. Resilience — The ability to bounce back from setbacks and keep pushing forward. Building a business is full of ups and downs.
2. Curiosity — Always being eager to learn and explore new ideas. This industry is constantly evolving.
3. Authenticity — Staying true to my values and vision, even when it would be easier to compromise.
Are you working on any new or exciting projects now? How do you think that will help people?
Currently, I’m excited about expanding Good Trouble Bourbon’s distribution and introducing some new product offerings. We’re also enhancing our social impact initiatives; currently, in the spirit of Good Trouble, we launched a campaign to encourage people to use their voice and power by voting. Additionally, we must create more opportunities for underrepresented groups in the spirits industry, this leads to more innovation and profitability. These groups shouldn’t be discouraged, but welcomed for their fresh and sustainable ideas.
Ok. Thank you for all that. Let’s now jump to the main core of our interview. Despite great progress that has been made we still have a lot more work to do to achieve gender parity in this industry. In Napa Valley, the percentage of lead women winemakers or winery owners is about 12%. Overall, men account for about 80% of winemakers and winery owners. In your opinion or experience, what 3 things can be done by a)individuals b)companies and/or c) society as a whole to support greater gender parity moving forward?
Regarding gender parity in the wine and spirits world, I believe we need:
1. Authentic mentorship programs to support minority and women’s career advancement
2. Companies setting concrete diversity goals and being held accountable
3. Highlighting successful minority and women leaders to inspire the next generation. They must see it to believe it.
You are a “Wine and Spirits Insider”. If you had to advise someone about 5 non-intuitive things one should know to succeed in the wine and spirits industry, what would you say? Can you please give a story or an example for each?
For those looking to succeed in this industry, I’d advise:
1. Build strong relationships across all tiers — producers, distributors, and retailers
2. Understand the regulatory landscape intimately
3. Focus on creating authentic brand experiences, not just products
4. Be patient — building a spirits brand takes time
5. Stay on top of consumer trends and be ready to innovate
Can you share 3 things that most excite you about the industry?
What excites me most about the industry is the creativity in product development, growing the category with women through education, the increasing interest in craft and artisanal spirits, and the potential to use our brand platform for positive social impact.
Can you share 3 things that most concern you about the industry? If you had the ability to implement 3 ways to reform or improve the industry, what would you suggest?
My main concerns are consolidation limiting opportunities for smaller brands, potential over-saturation in some categories, and ensuring responsible consumption as new products proliferate.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
My favorite life lesson quote is “Leave a place or people better than you found them.” It encapsulates my approach to business and life — always striving to make a positive impact and create value for others.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the greatest amount of people, what would that be? You never know what your idea can trigger. 🙂
The movement I would inspire is one of “Good Trouble” — a call to action for individuals to become catalysts for positive change in their communities and the world at large. This movement is rooted in the belief that each person has the power to make a difference, no matter how small their actions may seem.
The Power of Individual Action
At the heart of this movement is the understanding that we are all change agents. Every one of us possesses the ability to influence our world through our words, actions, and choices. The smallest of positive actions can leave both you and the world better than you found them.
Courage in Three Dimensions
As outlined in by book, Courage By Design, this movement would encourage people to embrace:
1. The courage to hear: Being open-minded and willing to listen to perspectives different from our own.
2. The courage to act: Taking steps, no matter how small, to address injustices and promote positive change.
3. The courage to do the right thing: Standing up for what is right, even when it’s difficult or unpopular.
Fostering Brave Conversations
A key aspect of this movement would be encouraging brave, spirited conversations with an open mind, heart, and soul. By engaging in dialogue about the “mystery of us,” we can discover that we are more alike than different, bridging divides and fostering understanding.
Shining Your Light
This movement would inspire people to:
– Speak up when they see a wrong
– Use their voice for liberty, love, justice, and joy for all
– Believe in the profound impact of small actions
– Reach deep within to use their inherent goodness for the benefit of others
A Ripple Effect of Change
By inspiring individuals to take these actions, the movement would create a ripple effect of positive change. As more people engage in good trouble, we can collectively address complex issues and work towards a world of liberty, love, and justice for all.
Remember, you matter, your voice matters, your actions matter. Let’s spark a movement catalyzed by love and fueled by the courage to make a difference. Shine your light, and together, we can change the world forever.
Thank you so much for the time you spent with us. We wish you continued success!