Guidance Whiskey

About Documents
$119,920 Funded
$30,000 Target
Closed Time Left
205 Investors
$30,000 Min. Raise
$250,000 Max. Raise
60 mo. Term Length
8.75% Interest Rate





Guidance Whiskey gives an alternative to the same old whiskey hierarchy. Guidance not only challenges the whiskey norm at every level but has triumphed in factors the industry claimed wouldn’t work. Our 2 year aged whiskey with a heavy corn base has provided our customers with a product they can get excited about. The quality of guidance is easy on the pallet, making it a favorite of bars and restaurants, and a must have for at-home bars. At any event or venue Guidance generates repeat sales for our regular customers and has gained huge popularity as a preferred gift from our following.   

Guidance is a quality product that sets the standard for innovation in the whiskey industry.  Our customers are working class people from ages 25-65 but overall we appeal to experienced whiskey drinkers and novices alike. We also take pride in coaching aspiring and fellow minority spirit brands. In several the publications Guidance has been featured in this year, they highlight the work, tenacity, and desire Guidance has to ease the journey for those that will follow in our footsteps.

Guidance Whiskey is one of the few Black-owned premium craft small-batch whiskey brands in the country and is available online in 44 states. 

We are raising $250,000 at an interest rate of 8.75%, paid over a 60 month fully amortizing period.


We are an alternative to the established whiskey hierarchy.


The Project

The majority of the funds will be used to fund our inventory of our primary product, Guidance Whiskey 750mL bottles. The rest of the funds will be allocated towards our infrastructure to facilitate growth. Tastings, marketing ads, and merchandise are what we use as our primary methods to engage with our customers and expand into new markets. Rebuilding our website will optimize the shopping experience, increase sales, and helps us deliver our products more efficiently. 

Product materials $151,749 
Marketing $30,350 
Tastings $30,350 
Merchandise $16,342 
Website rebuild $4,669 

All other funds raised will be distributed in the areas above as needed.


To meet the increased demand, we are building the inventory of our primary product.



Inspired by whiskey culture and motivated by a deep concept of family and friendship, Jason Ridgel founded Guidance Whiskey in October of 2018. For Ridgel and his team, the word ‘Guidance’ just made sense. It represents all those that came before and those that helped along the way. Guidance can also represent a journey or direction. He made a promise to his family back at home in Alabama to always pursue greatness. So aged for 2 years, this premium adult beverage was introduced, distilled in Iowa in a small batch and housed in Nashville, TN. And as an American whiskey careful blend of corn and rye with a touch of malted barley, it accomplishes a smooth intense finish. You can’t miss the burnt caramel from smoked barrels that lead to the Moschino cherry and/or vanilla based on your palette. Guidance Whiskey can be purchased in stores in Tennessee and Georgia, and is available in 44 other states from GuidanceWhiskey.com.


Our West Coast Launch in April 2019.


Why We Stand Out

Guidance is a lifestyle brand. Outside of our premium craft small batch whiskey we also have apparel, music, cigars, cups, and other novelty items. Our vision is to be able to extend our online presence to Amazon and sell our products internationally.   

We pride ourselves on mentoring other minority-owned spirit brands. Our vision for the future is to be able to build out our mentorship and offer courses and certifications to make it easier for aspiring brands to establish themselves in the market. 

Even though we are a small brand, we have gained a large amount of recognition throughout 2020. From being featured in Travel Noire, a preeminate travel publication, to spanning 6 new markets during the pandemic and 10 markets total, the momentum Guidance has gained has yet to slow down. We have had the pleasure of being featured in several local business publications as well as multiple podcasts. We have worked diligently to make our brand accessible to our customers by being available online in 44 states. Our collaborations with Larry Dodson, the original lead singer of the world renowned Bar-Kays, and other artists and brands have contributed to our growing brand strength. Guidance is a lifestyle brand. Not only do we engage with our customers with our premium craft small batch whiskey, but we also have our own music, cigars, and apparel that serve as an extension of guidance. 


We are proud to collaborate with Larry Dodson, the original lead singer of the Bar-Kays.


About the Owner

Jason Ridgel

Jason Ridgel is an entrepreneur, community activist and now, whiskey distiller with an expert eye for innovation and creative collaborations that empower other small businesses. As a man of intrepid ventures and passions, Ridgel has founded brands and led successful businesses across various industries, including Jusco Medical, Hydrate the Hood, Opry Medical Group, and Guidance Whiskey. Each of his endeavors were born out of a commitment to uniting and uplifting his community and increasing the representation of Black-owned businesses across sectors. 

Graduating from Tennessee State University with a Bachelor of Science in Business, Ridgel did not waste any time and launched his first company at 23. He then went on to work as a probation officer, which opened his eyes to the need for employment opportunities for the formerly incarcerated. This inspired Ridgel to open his own cleaning service where he created jobs for 50 people from marginalized communities. He continued to cultivate his entrepreneurial spirit and diversify his portfolio, moving on to start two pain management companies—Jusco Medical and Opry Medical Group—and Kulture World, a fashion clothing line. In 2018, Ridgel saw an opportunity to tap into the spirits industry and launch Guidance Whiskey, an homage to his Southern roots and American whiskey traditions. 

Guidance Whiskey started as a passion project fueled by Ridgel’s desire to diversify the spirits category and introduce more Black-owned businesses to the industry. Appropriately, he chose the name “Guidance” in honor of the ancestors who passed down wisdom, excellence and treasured traditions to future generations. At the time, the whiskey industry was primarily interested in buzzworthy conglomerate brands rather than burgeoning businesses. Through tenacity and budding relationships with other Black-owned operations, Ridgel carved out his place amongst industry giants. He developed a quality product that appeals to a wide breadth of whiskey enthusiasts, while crafting a distinctive lifestyle brand rooted in Black, Southern culture. Today, Guidance Whiskey is one of the few Black-owned premium craft small-batch whiskey brands in the country and is available online in 44 states. 

No matter the venture, Ridgel's underlying commitment is to curating and supporting brands with a purpose through unique partnerships. A self-proclaimed “serial collaborator,” Ridgel has worked with a multitude of brands including joint projects with musicians like Larry Dodson (one of the greatest funk singers of all time and Guidance Whiskey’s spokesperson and brand ambassador) and Chuck Indigo (recently named ‘Best New Artist’ by Complex Magazine); fashion and lifestyle brands like Jamah Bags, Thoroughly Crafted Goods and Southern Gentlemen Distributing; Nashville culinary hotspots like Willie B’s Kitchen, Chef Bunchie and Vena Cava Cookie Company; as well as beverage labels like Timeless Vodka,Twisted Sistuhs Wine, and Chicago’s Alulu Brewery and Turner Haus Brewery. He is also teaming up with a Nashville-based poets collective called Writers Block to create a piece and visual for Black History Month in honor of Dr. Martin Luther King Jr. and other revolutionary leaders in the community. Bringing his leadership skills to charitable initiatives, Ridgel also serves on the Board of Directors of Creatives Day!, a non-profit organization that helps new, unsigned artists get their big break and founded Hydrate the Hood, a health initiative dedicated to providing alkaline water to underserved communities. This year, Ridgel joins a collective of BIPOC-owned spirits brands in a film by indie producer and indie filmmaker and minority business advocate John Wayne S. III and prepares to launch new products under the Guidance Whiskey name--in collaboration with other Black-owned businesses, of course. As Guidance Whiskey continues to grow, Ridgel is dedicated to mentoring and boosting other Black-owned brands. His ultimate goal is to help guide 1,000 Black entrepreneurs in starting businesses and finding their niche as part of his newly formed “Compass Club.”  


Join us on our journey!

Deal Summary

Deal Summary


 Guidance Enterprises LLC

 Doing Business As

 Guidance Whiskey

 Security Type

 Secured loan

 Loan Purpose

 Inventory + marketing

 Offering Amount

  $30,000 - $250,000

 Interest Rate

 8.75% annually


 Monthly, disbursed to investors quarterly 


 60 months 

 Personal Guaranty  

 Jason Ridgel

 Security Interest

 Blanket lien on assets of company 

 Offered Portal 

 Honeycomb Portal LLC

 Offering Type

 Reg CF


Your Earnings Potential

If you choose to invest, you will make a one-time investment via ACH that will be transferred to a secure escrow account. If the campaign successfully reaches its target, the funds will be distributed to Guidance Enterprises LLC.

For more information on the mechanics of Honeycomb’s crowd investing platform, please review our Education Materials.

If the campaign does not reach its funding goal, the funds and the fees will be returned in full to the investors.

 Investment Amount   One-Time Fee 

 Potential Quarterly


 Potential Total Repayment* 
 $100  $2.85   $6.19   $123.82
 $500  $14.25   $30.95   $619.11
 $1,000  $28.50   $61.91   $1,238.23
 $5,000  $37.25   $309.55   $6,191.16

Your ongoing responsibilities from investing are very limited. Over the life of the loan, you will receive a yearly 1099-INT, which is a simple tax document similar to what you receive for most savings accounts.*Individual payments may vary slightly based on rounding. Potential repayments include principal and interest; they do not include the one-time fee which is assessed when you make your investment. These amounts are calculated as a hybrid interest-only + amortizing loan, which means that there is a specified interest-only period followed by a an amortization period. There are no prepayment penalties and Guidance Enterprises LLC may pay down their loan early, which may impact your earnings potential. Please note: returns are not guaranteed and investors could lose some or all of their investment.

Guidance Enterprises LLC pays as agreed. You will receive quarterly payments directly into your bank account. In the event of a default, you will be contacted by the administrative agent to manage the collections process on the investors' behalf.


How Honeycomb is Compensated

Honeycomb charges Guidance Enterprises LLC a $250 posting fee and a 6.0%-8.0% loan origination fee on the total amount funded.

Additionally, to cover expenses associated with each investment, Honeycomb charges a 2.85% investment fee capped at $37.25 per investor.

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