Interview with Jackie Summers, creator and founder of Sorel

Meet Jackie Summers: The Creator of Sorel Liqueur

Jackie Summers is a trailblazer in the spirits industry, combining centuries-old traditions with a modern twist. As the founder of Sorel Liqueur and JackFromBrooklyn, he’s redefined what it means to create a craft spirit that’s both innovative and deeply rooted in culture. We caught up with Jackie to learn more about his journey, the inspiration behind Sorel, and his advice for aspiring entrepreneurs.

Hi Jackie! Your story is truly inspiring. Let’s start with how it all began. How did Sorel Liqueur and JackFromBrooklyn come to life? 

Thank you! It’s been quite a journey. In 2010, my doctor discovered a tumor inside my spine—about the size of a golf ball. I was given a 95% chance of death and a 50% chance of paralysis if I survived. Miraculously, I made it through, but the experience completely shifted my perspective. After 25 years in corporate America, I knew I didn’t want to spend another day sitting in an office. 

I wanted to live a life filled with conversations over great food and drink—preferably in a bar in the middle of the day! When I couldn’t figure out who might fund this new lifestyle of mine, I turned to a recipe I’d been making at home: a sorrel drink passed down through generations. With a lot of experimentation, I created the first-ever shelf-stable version of this beloved beverage, and that’s how Sorel Liqueur was born. 

That’s such a powerful turning point! Now, before Sorel, you had an extensive career. How did those experiences shape your entrepreneurial vision? 

My career included stints on Wall Street, in advertising, and publishing—each taught me valuable lessons. Finance taught me the emotional side of money, marketing showed me how to connect with consumers, and publishing helped me manage production. 

But the most important lesson I learned? I was never a great fit for corporate life. Every job seemed to demand a diluted version of who I was. Entrepreneurship, on the other hand, challenges me to be a better version of myself every single day, and I absolutely love that. 

I can see how all those lessons would shape your approach. Now, Sorel Liqueur is known for its distinctive flavors. How did you develop the recipe, and what was the process like for you? 

Hibiscus has been a part of African and Afro-Caribbean culture for thousands of years. Known as bissap, sobolo, zobo, or simply “The Red Drink,” it’s deeply woven into the culture. I wanted to create something that honored this tradition but addressed two common challenges: acidity and shelf stability. 

For Sorel, I balanced the hibiscus with a blend of botanicals: Brazilian clove for brightness, Indonesian cinnamon and nutmeg for warmth, and Nigerian ginger to mask the alcohol’s heat. It wasn’t easy—my first 623 attempts failed. But version 624 became the recipe we use today to produce Sorel at scale. 

I love how you embraced those challenges. Speaking of Sorel, what do you think sets it apart from other spirits on the market today? 

The beauty of Sorel as a modifier is that it almost perfectly masks the flavor of ethanol. It’s a cheat code for pushing the flavor to the front, so no matter what base spirit you pair it with, your palate is treated to a richer experience. Put Sorel with a gin and you’ll get more botanical notes. Pair it with something that’s been aged, like a rum or a whisky, and you’ll get more barrel notes. Add Sorel to your favorite agave spirit, and you’ll get more fruit and smoke.  

If flavor is the future of cocktails, Sorel is helping lead the way. It also doesn’t hurt that we are the only producers of a shelf-stable version of this historic cultural beverage. Go to your local Total Wine and there are hundreds of bourbons available. Gins, vodkas, all base spirits get swapped from wells and backbars constantly, as they’re largely interchangeable. If Sorel makes a cocktail menu? We’re the only producer of a shelf-stable version of this cultural beverage, making Sorel uniquely irreplaceable. 

That’s an excellent point about its versatility. As a Black-owned brand, how do you balance your entrepreneurial goals with giving back to your community? 

When I became America’s first licensed Black distiller in 2012, I knew I had to open doors for others. Since then, I’ve mentored entrepreneurs, spoken at industry events, and supported Black-owned businesses through partnerships and initiatives. 

I’m an award-winning writer who has penned tens of thousands of words over the past decade on the struggles entrepreneurs of color face. For three years I served as a co-chair for the education committee at Tales of the Cocktail. Under my curation we had the first ever all Black seminar, the first ever all Queer seminar, the first ever all Women seminar, the first ever all Latino seminar* (asterisk because I moderated that panel and am obviously not Latino) and the first ever seminar on pronouns.  

I’m also one of the most prolific public-speakers in the industry, have given keynotes at every major industry convention. I currently serve on several boards which shape the direction of the industry, including Another Round Another Rally, Bar & Restaurant Expo, and VIBE. Last, I never miss an opportunity to work with Black-owned business around the country, whether that’s contributing product to Drunk Black History, supporting A Taste of Black Spirits traveling show, or just picking up the phone when other brand owners call. 

My goal is to make the path easier for those who come next while continuing to dismantle the barriers that exist for marginalized communities. 

You’ve really paved the way for others. Speaking of challenges, as a Black leader in the spirits industry, what hurdles have you faced, and how have you overcome them? 

The challenge we all face is equal access to capital. Of the total available funds, women receive 2%, while Blacks receive 1.5%. If you exist at the intersection of any marginalized factors, they’re a force-multiplier in the odds stacked against you. So, the opportunity we face is two-fold.  

First, nothing will force you to demonstrate your resourcefulness like working with limited resources. Everything we’ve been able to accomplish this far has been in spite of not being properly funded. No one has shown they can do more with less than my team, who have been as inventive as they are scrappy. The second part is documenting the process of securing capital: from your friends and family round to your seed capital, to your series A. I’m leaving a path detailing exactly what I do and how I do it, so anyone striving to do the same can carve their own path.   

It’s great to see you empowering others! What would your advice be for anyone looking to break into the spirits industry? 

First, love what you do. This industry will test you in ways you can’t imagine, so if you don’t truly love this, don’t do this. Second, too many of us are out here trying to accomplish alone what is done in community. Reach in before you need anything and become a viable community member; don’t ask for favors if you’ve made zero contributions.  

Last and maybe most important: don’t buy into hustle-harder culture. Commit to the process and be willing to adjust along the way. 

Quick fire: What’s your favorite way to enjoy Sorel Liqueur? 

With friends. 

Quick fire: Sorel Liqueur is best paired with _______. 

The audacity of cultural awareness.