2 minute read
Christina Staalstrom, Wine and Spirits Consultant
Innovative Women
christina staalstrOm, editor and consultant
Christina Staalstrom, editor and consultant, and a 20-year veteran in the wine and spirits industry, adds, “Women have had a more impactful role on the wine and spirits industry than we give ourselves credit for. Let’s not forget that a female alchemist invented the distilling process in the first century and, while her intentions were not to produce alcohol, it speaks to the drive and innovative spirit of women. Historically this drive was thwarted by society roles, but fortunately, the culture has changed, and as women have worked their way up to more managerial roles, it has laid the foundation for sustained progress at more senior levels.” During the past decade or so, the spirits industry has witnessed the success of more and more female pioneers—from master distillers to spirits brand owners to executive positions including senior-level marketing and sales positions, finance, creative, and advertising. “There have certainly been a handful of women pioneers in other industries that have encouraged others to pursue their leadership goals,” notes Johnston. “When you have all those brilliant women in visible roles, and when you couple that with a go-getter attitude found in so many women in our industry, I honestly think that is a recipe for barrier-breaking. Women are on a path to continue to show up and breakthrough, and it is certainly an exciting era to be a part of.”
“Female-led product development and the innovation of new brands being launched is a trend I am proud to be part of,” adds Risk, “and it appears the trend will continue to flourish.”
For a real representation of consumers, the landscape must continue to change from exclusion to inclusion, welcoming diversity on all levels. “When I started in this industry, I had very few female peers and would find myself the only woman in a sea of polo shirts, khakis, and dark suits,” notes Staalstrom. “Today the landscape has changed, and many of my clients are extraordinary brand owners and leaders with a strong worth ethic and great critical thinking determined to forge ahead with a creative and positive mindset. It’s also important to acknowledge the male colleagues and leaders I have met throughout my career who mentor and encourage that creative and positive mindset that drives us to change the status quo.”
“I think the industry quickly figured out that having female leaders was a huge benefit to their bottom line. After all, women spend just as much, if not more in our industry. I know I do,” concludes Manger.
