Shinju Japanese Whisky has become the first Japanese whisky brand to join the Pronghorn Investment Management portfolio, following a newly announced strategic investment. The move marks a major milestone for both Shinju Spirits and Pronghorn, which focuses on backing Black-owned and founded spirits businesses.
Pronghorn, which is supported by global drinks leader Diageo, was created to drive equity in the spirits industry through investment, mentoring, and long-term partnerships. With Diageo committing US$100 million toward the venture in 2021, Pronghorn’s mission is to help create lasting change and diversity in an industry that has historically underrepresented its consumer base.
Expanding Shinju's global footprint
Founded in 2019, Shinju Spirits produces a premium line of Japanese whiskies that are already available in the US, UK, and EU. The new investment will enable the company to expand its production capabilities, launch new product lines, and scale its presence across the US.
The funding will also support marketing initiatives and development of the brand’s premium whisky portfolio as it aims to carve out a stronger position in the competitive Japanese whisky market.
CEO and co-founder Janon Costley welcomed Pronghorn as a strategic partner, stating: “This investment represents a significant endorsement of our vision and capabilities, and it will provide us with the resources and expertise needed to achieve our ambitious growth objectives.”
He added that the collaboration will allow Shinju to “elevate the brand to new heights of success,” signalling a shared commitment to innovation and growth.
A strategic push for diversity in spirits
Pronghorn was co-founded by industry leaders Erin J. Hall, Dan Sanborn, and Dia Simms, a high-profile executive who previously led Combs Enterprises and now serves as CEO of Lobos 1707, the Tequila and mezcal brand co-owned by LeBron James.
The company’s model isn’t limited to capital alone. Pronghorn also aims to provide career development pathways and entrepreneurial mentorship, setting an industry example for how to foster inclusivity at every level—from business ownership to leadership roles within the spirits space.
The future of Shinju Japanese whisky
With the backing of Pronghorn and access to a robust network of support and expertise, Shinju Japanese Whisky is poised for significant growth. Its entrance into the Pronghorn portfolio is also a symbolic moment for multicultural representation in premium spirits, showing that innovation in the category is not only welcomed but actively supported.
For Pronghorn, the addition of Shinju reinforces its commitment to expanding diversity across global drinks categories, while Shinju gains an invaluable partner to help it scale and shape its identity on the world stage.
As the whisky brand prepares for its next chapter, consumers can expect to see more of Shinju across shelves, bars, and collector circles—especially as premium Japanese whisky continues to grow in popularity worldwide.