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In this exclusive interview, Justin Stiefel, CEO of Heritage Distilling Co, discusses the steps taken to establish Oregon’s first tribally-owned distillery. He highlights the importance of overturning the 1834 law that restricted tribal involvement in distilling and shares how the Tribal Beverage Network (TBN) is creating economic opportunities, empowering Native American communities and setting the stage for greater diversity and inclusion in the spirits industry.

What was the driving force behind establishing Oregon’s first tribally-owned distillery?

Our motivation behind this historic project was twofold: helping the Coquille Tribe on their journey to exercise their rights, and creating a sustainable economic resource for the Coquille Indian Tribe. The old 1834 Andrew Jackson-era law that kept tribes out of distilling for nearly two centuries limited their ability to generate revenue in a sector where they should have every right to be in.

By partnering with the Coquille Tribe through our Tribal Beverage Network (TBN), we’re not just seeing a new distillery open – we’re helping to lay the foundation for long-term economic self-sufficiency and tribal sovereignty.

The 1834 law effectively restricted tribal involvement in the spirits industry for nearly two centuries. What does overturning it mean for Indigenous representation in the alcohol sector – and for F&B more generally?

Overturning this law was a critical step toward empowering tribal communities to enter the spirits industry in a more meaningful way. For those tribes who have casino operations that already sell spirits, this was the next natural extension to allow them to capture more of the value by producing spirits on their land and then selling those spirits to their consumers and guests.

More broadly, it sends a strong message that outdated, exclusionary policies have no place in today’s economy. This change allows tribes to take ownership of their brands, products and narratives while creating and nurturing new revenue streams and collecting state taxes on spirits. In the broader food and beverage industry, it paves the way for greater diversity, setting a precedent for Indigenous participation at every level, from production to distribution to completing the consumer journey.

Could you tell us more about the TBN? How does this model support economic self-sufficiency and greater financial equity for Native American communities?

The TBN is a first-of-its-kind initiative designed to partner with tribes to develop distilleries, brands and tasting rooms that align with their economic goals. Through these collaborations, we help to create jobs, establish new revenue channels and support the unique cultural identities of each Tribe through branded spirits through the story they want to tell.

The network's model helps increase the number of profits that stay within participating tribal communities, funding essential social programmes, infrastructure and education. It’s about levelling the playing field and giving tribes the tools to compete in a multi-billion-dollar industry where they deserve to have an impactful presence.

How does the new distillery fit into the broader economic vision of the Coquille Indian Tribe?

The Coquille Indian Tribe lost its federal recognition through an old federal policy, and the tribe spent decades working to become formally recognised again. This meant that they were even further behind than many other tribes and they worked to catch up on lost decades of development and economic opportunities. Adding a distillery and spirits production component to their growing and diverse economic plans is one more step towards the growth and empowerment they are striving for on behalf of their people.

The drinks industry has long struggled with diversity at leadership levels. Will the new distillery prioritise hiring and training Indigenous talent, and how?

Absolutely! One of the key things to remember is that this new distillery and tasting room, and other similar locations we develop with other tribes in or near their casinos, is owned by the tribe; it happens to carry the Heritage Distilling name and feature our products and membership programmes. This means each location is staffed by tribal employees, producing products locally and sharing the story about those products with their patrons.

Each location can create opportunities for tribal talent at all levels of the business. We provide training programs and share best practices, to help build a solid foundation for careers in the spirits industry. Through encouraging and inspiring tribal leadership within the business, we’re helping to reshape the industry to make sure these diverse voices are heard.

How important is it for Indigenous-owned distilleries to tell their own stories through branding, product development and marketing?

It’s essential. Spirits are more than just beverages; they carry culture, history and craftsmanship, and consumer today are too smart to fall for fake stories. Consumer are looking for authenticity, and we believe tribes are in the best position to authentic stories to their clients, patrons and customers. It is essential that the story of each tribe be told by tribe; our role is to assist in making sure the products that are produced maintain the highest quality standards, and to continue working to innovate to create new product ideas and new ways to help reach the customer.

Tribally owned distilleries have a unique opportunity to share their stories through branding and product development, connecting consumers with heritage and traditions behind each bottle, and leading the consumer through a great customer journey. This project will showcase the Coquille Tribe’s identity, celebrating the resilience that the tribe has become known for and its contributions to the industry.

What barriers still exist for Indigenous entrepreneurs in the drinks industry, and what steps should be taken to create a more inclusive environment?

Native Americans are one of the smallest demographic groups in the US, making up less than 2% of the total US population, and their reservations are often among the financially challenged areas of any state or region. They also continue to be at the receiving end of unequal treatment and lack access to capital. Corporate America, by and large, has yet to comprehend how to approach and work with tribes in a meaningful way, and our goal with TBN is to play a small role in breaking that cycle.

While each tribe has unique challenges, they also each have unique resources and opportunities, and our goal is to work with entrepreneurial and forward-looking tribes who want to expand into this space. Craft distillers know too well the challenges of getting access to capital, navigating the regulatory environment and product development. Industry stakeholders must understand, support and even create initiatives like the TBN, advocating for policy changes that enable fair participation, and provide mentorship and funding opportunities tailored to tribal businesses.

Retailers, distributors and consumers also have a role to play by actively seeking out and promoting tribally-owned brands. The success of any brand is a two-way street.

Are there plans to source ingredients or materials from Indigenous-owned businesses, and how can the wider industry support supplier diversity?

Yes, this is always a priority and helps tell the story, from grains to specialty or regional flavours to packaging materials, it is important to be looking 'local' whenever possible. The wider industry can support supplier diversity by establishing partnerships with Native-owned farms and businesses, prioritising tribally owned products in their supply chains, and fostering long-term collaborations that empower tribal producers.

Many Native American businesses emphasise sustainability and ethical production. How does this project incorporate those values, and could it influence wider industry practices?

Sustainability is important to heritage and remains at the heart of this project. Tribes have long prioritised stewardship of natural resources, working to source locally where possible – and telling the local story helps spread the story about each tribe’s focus on their stewardship. By leading with sustainability, we hope to serve as a blueprint for the broader spirits industry, showing that ethical production isn’t just possible, it’s essential.

Many craft brands struggle with access to mainstream retail and on-trade opportunities. How can the drinks industry better support Indigenous-owned brands in gaining visibility?

Retailers and distributors need to actively seek out tribally-owned brands and products of all kinds, and when a product is ready for distribution and retail shelf space, responsible retailers have a responsibility to provide them with shelf space and marketing support.

The beauty of TBN and putting a Heritage Distilling branded tasting room in a tribal casino allows the tribe to control this local part of their retail story by featuring their own products to the consumers who come to their property. With local sales and the data that comes from those sales, we can then share the data with distributors and retailers to ensure the products with the best data are presented to consumers to maximise their chance for success.

Of course, as with all consumer products, the consumer chooses which products will succeed, but it is impossible for a brand to grow if it is not given a chance to get in front of consumers. Consumers can make a difference by choosing to support these brands and advocating for their inclusion in bars, restaurants and liquor stores. Additionally, trade organisations and industry leaders should create platforms to highlight tribal producers and ensure their voices are heard in key market discussions.

Do you think the success of this distillery could set a precedent for policy changes that encourage greater Indigenous participation in alcohol production?

Without a doubt. The success of this project and other TBN partners helps demonstrate that tribally-owned distilleries and products can thrive, paving the way for policy changes that further support tribal economic development, direct to consumers sales and taxation. It’s about proving that when given the opportunity, tribal businesses can – and will – compete and excel in industries that they were historically excluded from.

What role do you see Indigenous-owned distilleries playing in shaping the future of the drinks industry, both in the US and globally?

Tribally-owned distilleries and tier products possess the potential to redefine the drinks industry by introducing unique flavors, sustainable practices and helping to tell each tribe’s story in a positive way. As more tribes enter the market, we’ll see greater diversity in the types of spirits available, and consumers will benefit from a deeper connection to the history and craftsmanship behind each product.

Globally, this movement could inspire other Indigenous communities to reclaim their place in the industry, leading to a more representation in the broader spirits market.

Coquille Tribe image (black & white): © coquilletribe.org

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