Life & Work with Harold “That Man” Justice of Atlanta

Today we’d like to introduce you to Harold “That Man” Justice.

Hi Harold, so excited to have you with us today. What can you tell us about your story?
My background is in sales, marketing, information technology, and data analytics. I was introduced to the beer, wine, and spirits industry in 2020, and I quickly realized that many of the same strategies used in technology and consumer analytics could be applied to the beverage space. As I learned the business, I began to notice gaps within the traditional three-tier system — especially for emerging and minority-owned brands that often lacked direct consumer engagement, measurable feedback, and grassroots marketing support.

I saw an opportunity to bridge that gap by combining live consumer experiences with data collection and technology-driven marketing strategies. In 2022, I launched The Taster’s List as an independent tasting and consumer feedback platform focused on helping underserved brands gain visibility and better understand their audiences.

What started as small tasting events evolved into a larger ecosystem that combines tasting activations, consumer lead generation, QR-based feedback systems, retail and distributor support, geofencing campaigns, and data analytics to help brands grow smarter and more strategically. Today, our company continues to expand by creating direct connections between brands and consumers while modernizing the way beverage companies collect insights, build awareness, and drive engagement in the market.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely has not been a smooth road. One of our biggest challenges early on was introducing a service model that many brands had never seen before. When we first started, a lot of companies did not immediately understand the value of consumer feedback, grassroots data collection, and real-time engagement analytics within the alcohol industry. We had to spend a significant amount of time educating brands on why direct consumer insights mattered and how that information could help improve marketing, product positioning, and long-term sales growth.

Another challenge was developing a pricing structure that made sense for both the brands and the consumers participating in our experiences. Because our services combined live events, marketing activations, data collection, and analytics, we had to carefully refine our model to ensure it delivered measurable value while remaining affordable and scalable.

Understanding which data sets were truly valuable to brands also took time. Early on, we were collecting large amounts of consumer feedback, but we had to learn which information actually influenced purchasing decisions, retailer conversations, distributor relationships, and marketing strategies. Over time, we refined our systems to focus on actionable insights that brands could use to make smarter business decisions.

Like many startups, building credibility in a traditional industry was also a challenge. But through consistency, successful tasting activations, and measurable results, we were able to prove that there was a real need for a more direct, technology-driven connection between beverage brands and consumers.

Can you tell our readers more about what you do and what you think sets you apart from others?
Throughout my career, I have had the opportunity to work with major organizations and industries ranging from law firms to companies like IBM, The Coca-Cola Company, and Siemens. Those experiences helped shape my understanding of business operations, technology, customer engagement, and problem solving at multiple levels.

My specialty has always been communication and relationship building. I have the ability to connect with people at every level of an organization — from executives and business owners to frontline employees and consumers. I’m naturally a people person, and I’m not afraid to start a conversation with anyone. However, I believe my greatest strength is listening. A lot of people know how to talk, but very few truly listen to understand problems, opportunities, and needs. That skill has helped me build strong relationships, identify gaps in the market, and create solutions that make sense for both businesses and consumers.

Today, through The Taster’s List and my other ventures, I specialize in combining sales, marketing, technology, and data analytics to create meaningful consumer engagement strategies for brands. I’m most proud of building something innovative in a traditional industry and helping emerging and minority-owned brands gain visibility, consumer feedback, and growth opportunities they may not have otherwise had access to.

What sets me apart is my ability to blend technology with genuine human interaction. While many companies focus strictly on sales numbers or digital marketing, I focus on creating authentic consumer experiences backed by actionable data and real relationships.

Can you tell us more about what you were like growing up?
Music was a big part of my life growing up. I loved music and played the drums, which taught me discipline, rhythm, teamwork, and creativity at an early age. Sports were also important to me. In high school, I played football and ran track, which helped shape my competitive mindset, work ethic, and ability to work with a team toward a common goal.

As the oldest child and only son in my family, I naturally developed leadership qualities and a strong sense of responsibility early on. In college, I continued to grow socially and academically. I pledged Phi Beta Sigma Fraternity, Inc., which helped strengthen my leadership, networking, and community service values, while also participating in honors classes that challenged me academically.

Looking back, many of the qualities that define me today — being people-oriented, adaptable, curious, and relationship-driven — were already present growing up. Those experiences helped shape both my personality and the way I approach business and leadership today.

Contact Info:

• Website: https://www.thetasterslist.com
• Instagram: @thetasterslist
• Facebook: https://www.facebook.com/thetasterslist