BIO
It is far greater to be influential than an influencer.
In 2016, Samara earned the title of Founder when she created Black Bourbon Society (BBS) after her concern over the glaring lack of diversity and representation in the spirits industry. BBS is a membership organization that brings together African American bourbon enthusiasts from across the country. BBS builds community and advocates for more diversity and inclusion in the spirits industry through its online virtual community, ambassador-led events and private/corporate whiskey tastings. The Society currently boasts over 30,000 members nationwide. Since founding BBS, she has partnered with many brands including Maker’s Mark, Jack Daniel's and Jim Beam and has produced everything from award-winning barrel picks to uniquely conceptualized brand partnerships.
Now a leader and expert in the spirits industry, Samara is sought out by new and existing brands for go-to-market solutions and experiential marketing campaign concepts that yield successful product launches, generate remarkable sales, and influence consumer loyalty. After many years of studying consumer behavior and honing her skills in marketing, diversity and inclusion, and event production; she fused her expertise to develop Society Marketing Group (SMG). SMG is a full-scale marketing agency that works with spirits and lifestyle brands through all phases of product development from ideation to execution including creative strategy, brand messaging, research/insights, experience design/production, influencer strategy and activation.
Samara's impact on the industry is far-reaching. With a Wine & Spirits Education Trust (WSET) Level 2 Award in Spirits with Distinction and as an Executive Bourbon Steward, she is deemed an expert aficionado. In 2020, she was named one of Wine Enthusiast’s “Top 40 Under 40” and has appeared on the Spirits Network and History Channel. She judges spirits competitions and has been recognized and featured in many publications including Forbes, The New York Times and Black Enterprise. She also leverages her influence through speaking engagements and panel discussions that not only elevate the profile of bourbon but also amplify the voices of Black consumers.
BBS’ Bourbon Boule is further proof of that. The annual 4-day signature premium spirits festival is where Black bourbon enthusiasts meet up in Louisville, Kentucky to celebrate community, culture, and craftsmanship in the spirits industry. Now in its seventh year, Bourbon Boule is held annually during Labor Day weekend and is a series of exclusive and elevated spirits experiences led by industry experts, distillers, and spirits brands.
Committed to her core mission of fostering inclusivity and diversity within the spirits community, Samara co-founded DiversityDistilled, a non-profit consulting firm working with brands in the spirits industry to identify and address their diversity and inclusion needs within the workforce. DiversityDistilled has consulted with brands such as Heaven Hill, Southern Glazers Wine & Spirits, and Suntory to help them understand and strengthen their relationship with consumers of color and develop and refine their marketing strategies. In addition, through DiversityDistilled’s BOSS program, Samara coaches and mentors Black-owned spirits founders on how to grow sustainable brands and become exceptional leaders.
A native of Los Angeles and a graduate of Florida A&M University and Florida State University, she is married to Armond Davis, her business partner who serves as Chief Revenue Officer of their parent company - Society Global Ventures. She has two exceptionally gifted children, Alva & Rex. In her spare time, Samara is committed to her community through her memberships with Alpha Kappa Alpha Sorority, Incorporated and Jack & Jill of America, Incorporated. She is most passionate about deepening her spirituality through meditation, forest bathing and empowering Black women to discover and align with their Divine purpose.