OF PLEASURE AND GOOD CHEER
General Orders No. 3 Pays Homage to the Culture
BY CLEVELAND FERGUSON III
I magine that ten business profes- sionals from diverse backgrounds converge around a shared vision: to create an inaugural product that would carry deep meaning within the com- munities and educational circles they impact. That shared vision became their first product, GO3. GO3 is inspired by the historical significance of General Orders No. 3 and Juneteenth. “GO3 serves as the cornerstone of their portfolio, embodying the themes of freedom, resilience, and celebra- tion,” stated co-founder Ronald J. Lockett, II (Houston (TX) AL 2000). “Each bottle has the actual orders on the back, a symbol of the ongoing fight for independence, enshrining this legacy for future generations.” General Orders No. 3 plays a pivotal role in the spirits industry and the cultural conversation surrounding Juneteenth. “GO3 symbolizes the moment when the last enslaved people in Texas were officially informed of their freedom, nearly two and a half years after the Emancipation Procla- mation, said co-founder Dr. Clarence M. Williams (Fort Worth (TX) AL
2006). “This delay highlights the complexity and struggle of ensuring that freedom reached all corners of the nation.” Lockett offered that “the order not only marks a turning point in Amer- ican history but also underscores the themes of delayed justice, resilience, and the fight for equality, which are still relevant today. By acknowledging the importance of General Orders No. 3, we enrich the narrative of Juneteenth as a celebration of emancipation and a reminder of the work still needed to address racial disparities. It empha- sizes the ongoing significance of freedom, equity, and the recognition of African American contributions to the fabric of American history.” Brothers Lockett and Williams are
a part of Jubilee Spirits, LLC, which includes eight other African Ameri- can professionals. This team brings expertise from various fields, which inures to the benefit of the success of their brand. General Orders No. 3 thus serves as a cornerstone of the Juneteenth holiday, deepening its importance as a national conversation about liberty, reconciliation, and the pursuit of true equality. GO3 incorporates ingredients historically tied to the slave trade and creates a blend that will set the brand apart from its competitors. Four key ingredients were sugar, inspired by its role in sugar plantations; sweet potatoes, deeply connected to African American culture, as they trace their roots back to the African yam; and russet potatoes and corn, which were commonly used to feed slaves. “After experimenting with various blends, we quickly learned that sugar doesn’t produce good vodka, so we left it out,” said Lockett. “Our final blend features the three remaining harvest ingredients, which we affectionately call ‘food for the soul.’ This unique
GENERAL ORDERS NO. 3 info@go3vodka.com IG @go3vodka www.go3vodka.com
52 THE JOURNAL ♦ WINTER 2023-2024
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