Edmond’s Honor Founder Tracie Franklin Is Quietly Transforming Whiskey Culture by NWO Sparrow

How Tracie Franklin Is Turning Edmond’s Honor Into a Cultural Experience by NWO Sparrow

“Did you know that vanilla starts as an orchard?”

That question stopped me for a second. It felt random at first, almost like a fun fact you hear in passing. But as I sat with Tracie Franklin, I realized it was intentional. It was her way of opening a door. A way of showing how deep her curiosity runs and how that same curiosity shapes everything she touches, including her place in the whiskey world. That is the kind of knowledge Tracie brings into every room. It is layered, unexpected, and rooted in a genuine love for what she consumes and creates.

Before she ever stepped into the spirits industry as a founder, Tracie lived a life that trained her to understand people on a deeper level. As an army brat, she traveled across the world, constantly adapting to new environments and cultures. That kind of upbringing not only teaches you how to read a room before you even speak , t teaches you how to listen. She later earned a degree in theater and went on to dance on Broadway and with Disney. She sang in eight different languages. That detail stuck with me because it says everything about her range. Language is more than words. It is emotion, culture, and connection. Tracie learned early on how to meet people where they are, and that skill would later become one of her greatest strengths in business.

By the time she entered the whiskey space, she already understood storytelling. She already understood how to connect. What she noticed, though, was what was missing.

“There were no people that looked like me in the whiskey business,” she told me.

That absence was not just visual. It was cultural. It was emotional. It was about who felt invited into the experience and who did not. “For too long, whiskey was marketed by big brands as a suggested drink that people have to earn.” That line stayed with me because it speaks to something bigger than just alcohol. It speaks to access. It speaks to how certain spaces are positioned as exclusive, almost as if enjoyment has to be justified. Tracie does not agree with that. Before launching her own brand, she led a whiskey marketing group that focused on educating people about the spirit business. She already knew the product. She understood the notes, the process, and the culture behind it. What she needed was the space to bring her full vision to life.

That moment came in 2020.

In the middle of a global pandemic, when the world felt uncertain, Tracie made a decision that would change everything. She stepped out on her own and committed to building something that reflected her. That decision led to the creation of Edmond’s Honor.

The name itself carries weight. It honors Edmond Albius, a young Black innovator from the 1800s who discovered a method to hand pollinate vanilla. Before his breakthrough, people did not know how to effectively pollinate the plant. His technique changed the course of an entire industry. As someone who considers herself a tastemaker and a foodie, Tracie was drawn to that story naturally. She loves to understand what she consumes. When she discovered Edmond Albius, the connection felt immediate.

It was not just about vanilla. It was about legacy. It was about a Black innovator whose contribution shaped something global, yet whose name is not widely known. That is what makes Edmond’s Honor more than just a whiskey. It is a tribute. The bourbon itself carries subtle vanilla notes, a direct nod to that history. But what stands out is how approachable it feels. This is not a drink that demands permission. It invites you in. Tracie talked about how versatile it is. You can pair it with pineapple syrup, lime juice, ginger beer, coffee liqueur, espresso, or even elderflower. It can show up at a Father’s Day gathering, a birthday celebration, or a quiet moment at home. That flexibility is intentional.

Luxury, in Tracie’s world, is not about distance. It is about connection. It is about creating something that feels elevated but still familiar. Something that fits into real moments, not just curated ones.

Her partnership with Pronghorn of Dia Simms played a key role in bringing that vision into focus. While Tracie already had a strong understanding of whiskey, she shared that the experience helped her sharpen the business side of her journey. More importantly, it helped her tap deeper into who she is. That clarity shows up in every part of Edmond’s Honor.

When we talk about Black women in the wine and spirits industry, the conversation is still growing. There are not nearly enough of them, especially in ownership roles. The barriers are real, from access to funding to visibility. That is why Tracie’s presence matters. She is not just participating in the industry. She is shifting it. She is showing that a Black woman can lead with knowledge, creativity, and authenticity while building something that feels both premium and personal. She is proving that luxury does not have to feel cold or exclusive to be respected.

It can feel like home.

There is something powerful about watching someone move with intention in a space that was not designed with them in mind. Tracie does not force her way in. She transforms the energy of the room simply by being fully herself. That is what makes her a pleasant disruptor. She is not loud, but her impact is undeniable. She is not chasing validation, she is building legacy. And in doing so, she is opening the door for more Black women to see themselves not just as consumers, but as creators, owners, and leaders in the spirits world.

Sitting with Tracie, I realized that her opening question about vanilla was never just about vanilla. It was about origin. It was about understanding where things come from and who made them possible. Tracie Franklin knows exactly where she stands in that lineage. And with Edmond’s Honor, she is making sure we do too.