James Penny named on Black Impact Magazine's 100 Entrepreneurs To Know

In the heart of Louisville, Kentucky—where bourbon heritage runs deep—James Penny carved a space of his own in the spirits industry. With a sharp eye for innovation and a passion for excellence, James co-founded 2 Cents Inc. in 2020 alongside his wife and powerhouse CEO, Brittany Penny. Together, they set out not just to make bourbon, but to reimagine what a modern spirits company could be.

While Brittany leads the brand’s marketing and consumer experience with unmatched finesse, James drives the engine—overseeing operations, quality, product development, and outreach. Their dynamic partnership turned 2 Cents Inc. into more than a business; it became a symbol of bold vision and refined taste. Their flagship creation, The IX Bourbon Whiskey (pronounced “The Nine”), reflects that ethos perfectly—crafted from hand-selected barrels and known for its velvety blend of caramel, chocolate, and a whisper of spice.

Never one to rest on his laurels, James launched a second game-changing product: Audacitea®. This “Perfect Distilled Cocktail” defies expectations—an artful mix of organic black tea and lemon with zero carbonation, no malt, and a clean 6% ABV. More than a canned drink, it’s a movement—and one that earned Audacitea® the 2025 World Drinks Award for World’s Best Premix Cocktail before its official summer debut.

James's journey wasn’t distilled overnight. Before entering the spirits world, he honed his skills in logistics and operations at UPS, Designed Conveyor Systems, and Diversified Conveyors International, where he led high-stakes automation projects. These experiences laid the groundwork for the precision and foresight he brings to 2 Cents Inc. today.

Beyond business, James is a force in his community. As a member of Alpha Phi Alpha Fraternity, Inc. and a board member of Change Today, Change Tomorrow, he leads with purpose—organizing voter drives, mentoring youth, and uplifting underserved communities through education and service.

Recognized in publications like American Whiskey Magazine, Tops Louisville, and INsprire, and honored in 2025 as a Marquis Emerging Leader, James is not just building a brand—he’s building a legacy. And as he looks toward the global stage, the story of 2 Cents Inc. is only just beginning.

Connect with James.

www.2centsinc.com