Women Running The Liquor World: Part One

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Though the spirits industry is often characterized as one dominated by men, that isn’t to say that there aren’t plenty of women who are currently at the helm of some of the world’s most notable liquor brands. From master distillers, brand ambassadors and owners to those at the forefront of marketing, innovation and every role in between, these women haven't let stereotypical industry “norms” hold them back. Today they are leaders in their respective fields, shaking up the world of liquor, all while proving gender is irrelevant when it comes to crafting the perfect libation.

We hung out with the badass women running the liquor world to talk humble beginnings, career paths, “made it” moments, favorite cocktails and more. This is part one of two.

Sarah Long, Chief Marketing Officer and SVP, at Rémy Cointreau

How did you break into the spirits industry?

My first foray into the industry was in college where I ran two of the campus bars, and over one summer, I secured the capital, oversaw the construction, and doubled the size of one both physically and financially. From there, I saw an opportunity to license our football games, and, as I did not want to miss the revenue opportunity of Homecoming, I carried the liquor license under my own name to meet the deadline. The news of the game being licensed was my first introduction to the power of public relations. Homecoming football attendance hit a 15-year-high, and looking back, the personal liability risk I took at age 22 was not lost on me!

After college, I worked in brand management at Proctor & Gamble before being recruited to Molson Coors, Canada’s largest beer distributor, which as a Canadian was a dream job. We owned and managed the rights to six NHL teams, concert venues and an entertainment group. Through this, I learned the value of creating meaningful consumer engagements and experiences and even brought in Foo Fighters and Oasis for a 400 person concert for our most loyal consumers. From there I moved to New York and joined Diageo working across innovation and marketing over six years. After Diageo, I took a break from the spirits world to work at a startup in digital and social media technology and consulting, which was a valuable experience as both a marketer and client.

After a few years there, I quickly came back to spirits when I was presented with the opportunity to work at Rémy Cointreau, whose portfolio of exceptional spirits appealed to me and allowed me to focus more on luxury, which is a passion of mine.

How do you see the industry evolving?

The industry is constantly changing and right now we are seeing a big trend in millennials drinking less, but drinking better. People are becoming more interested in the ingredients and are willing to spend more for a quality product. In addition, consumers are looking for brands to tell meaningful stories and they are drawn to authenticity.

A brand or product’s integrity is increasingly scrutinized. I consider myself fortunate that the brands I work across at Rémy Cointreau truly embody the values we see our consumers looking for and it’s why some of them have existed over 300 years. Our focus on people, terroir, and time, and building our brands sustainably for the future is the reason I come to work every day.

What do you love the most about your job?

I love being in an industry that is social in its nature and thrives in making meaningful connections, especially finding ways to engage with consumers. I love the challenge of an ever-changing media landscape, competitive set, and most importantly, the challenge consumers pose in demanding more of us, both our products and how we engage. Finally, it’s a complex industry that relies on a solid business foundation, relationships and collaboration, which suits my high extraversion very well.

What is your favorite cocktail?

A spicy mezcal margarita, made with Cointreau.

Jenna Fagnan, President, Tequila Avion

How did your life affect your decision to get into the spirits industry?

I was born in an Eskimo village in Alaska and was raised in a small logging and fishing town in Oregon. At 14-year-old, my first job ever was bussing tables, from that point on I stayed within the hospitality industry and just worked my way up from there in restaurants. I never thought of going into the wine and spirits world, but I always loved the hospitality and restaurant industries, so I in a way it was a natural avenue, but not one that was consciously planned.

How did you get your start in the liquor world?

Working in restaurants was my first glimpse of it, but it never hit me to go into it. It wasn’t until I graduated from business school and I had the opportunity to manage Dom Perignon for LVMH (Moet Hennessy / Louis Vuitton). At the time, it was a quiet, dusty brand that no one was paying attention to, so it was an incredible opportunity to gather an innovative team together shake things up and make it shine.

Did you always envision yourself going into the liquor business?

Not at all. My parents are in the non-profit world, so I always thought that is where I would end up. Luckily with Avion it really is a mix of both as we have been very focused since the beginning on creating jobs in the town of Jesus Maria which is Avion’s home, rather than automating as we grew. We have also been fortunate enough to help build an orphanage in the region where there is a great need and start a foundation to help give back there. It is really a freeing time to be in a business where you don’t need to just focus on the bottom line. Giving back can be a just as important part of your business model.

Today I really enjoy managing Avion, the brand I helped build with Ken Austin and the Lopez family. Even though we have sold it to Pernod Ricard, it is still my baby and I love being involved in its next chapter.

What have you learned from being in the liquor industry and what advice would you give to young women looking to follow in your footsteps?

Life is too short to not do what energizes you. I had a job once where I would wake up and dread going into the office (it wasn’t in the wine and spirits business). I regret wasting that time. In the wine and spirits business, even though there are tough days and nights where I am working non-stop, I’m always excited to see what the day will bring. We need more women in the wine and spirits business. I would recommend not worrying about the brand or your title in your first jobs, but instead, focus on who you are going to work with. Work for someone or a group that you will learn from and who are passionate, ambitious and good human beings. That’s what is important. I was lucky to have great teachers in this business and I still do.

What is your favorite cocktail?

My favorite cocktail is an Avion Old Fashioned. Everyone thinks they need to make an old-fashioned with bourbon, but most haven’t tried one with Avion Anejo. Our Avion Anejo has been aged for 2 years in ex-bourbon barrels and the depth of the age along with the fruit forward agave flavor of Avion, makes for the best Old Fashioned you have ever tried.

Robyn Greene, SVP Brand Marketing and Innovation, Cooper Spirits Company

What did you originally go to school for?

I double majored in Psychology and Communications at The University of Michigan in Ann Arbor. My plan was to head to law school after pursuing my undergraduate degree. While in college I ended up securing an internship as a Marketing and PR intern at News Corp. I started studying for my LSAT that same summer and found the work I was doing in my internship much more interesting and exciting than I found the LSAT materials. That's when I knew a career in PR and Marketing was the right direction for me.

How did you get your start in the liquor world?

I had the good fortune early in my career to work on an agency team that managed the Rémy Martin cognac business. My specific focus was on Louis XIII, the ultra-premium brand in their portfolio—one of the finest spirits in the world—it was quite the introduction to the spirits industry! This experience had me traveling to Cognac, where I was fully immersed in the craftsmanship of cognac making and the incredible history and story of the portfolio's brands. After that, I was hooked on the industry—the artistry of production, the heritage and poetic brand stories and the challenge of creating relevance to today's consumer.

When did you know you had “made it” in the liquor industry?

I will never think, “I’ve made it.” A career is a constant evolution and progression and I’m incredibly fortunate to have had the opportunity to work on phenomenal brands in the spirits world. One particular highlight in my career was being hired by Cooper Spirits founder, Robert Cooper. I joined the company shortly after St-Germain was launched and was fortunate to work alongside his creative genius. He was an incredible mentor to me and I felt honored to be part of his team and bring his vision and brands to life.

What have you learned from being in the liquor industry and what advice would you give to young women looking to follow in your footsteps?

I learned early on in my career that "the devil is in the details" and taking the time to perfect even the most seemingly insignificant detail can be the difference between good and great. I have passed on that notion to those who I've mentored along the way.

What is your favorite cocktail?

I love a good old-fashioned. After the workday, juggling meetings and then having two small kids at home, I like to keep it simple when it comes to making a drink. Slow & Low Rock & Rye is my go-to because it's a proper old-fashioned right out of the bottle. All I have to do is crack it open, pour over ice and it’s a full-proof bar cocktail without having to mix, muddle or stir. Super easy and it packs a punch.

Elizabeth McCall, Assistant Master Distiller, Woodford Reserve

How did your life affect your decision to get into the spirits industry?

I grew up with two very supportive parents that encouraged each of their kids to pursue their passions. I was brought up knowing that I needed to get a job to be able to support myself. I have a very strong horseback riding passion that I needed and still need to support, so a stable job with decent pay was important to me. I found out about the job opportunity with Brown-Forman completely by chance. I was attending my younger brother’s graduation party and discussing my upcoming graduation. There was man there who worked for Brown-Forman and overheard me discussing my future career plans. He informed me that the Sensory Department had a technician that was leaving and would have a spot open. I sent in my resume ASAP and a few months later I got the job!

Did you always envision yourself going into the liquor business?

No, in college I never thought that I would be working in the beverage alcohol industry. It was happenstance that brought me here. It wasn’t that I didn’t want to work in the alcohol industry, I just wasn’t aware of the opportunities that are present and that I would find the work so fascinating. It is an unexpected love affair.

How did you get your start in the bourbon and whiskey world?

I got my start in the bourbon & whiskey world as a Sensory Technician in the Brown-Forman Research & Development department. I was the person washing dishes and setting up the taste panels. Organizing the data collected and putting it into reports and databases. Curiosity and saying “yes” a lot got me to my current position.

When did you know you had “made it” in the liquor industry?

I still don’t feel that I have “made it”, there is still so much more to learn and so much growing to do. I feel I am only scratching the surface of where my career and Woodford Reserve will go.

What is your favorite cocktail?

I love a well-made Old Fashioned, it’s a classic.

By Chelsea Davis October 22, 2018 Source and complete article: Forbes.com