4 minute read
Lisa Pfenning, Bacardi
Lift Your Spirits
Bacardi Celebrates a Diverse Range of Leadership, People, and Products
By Jill Dutton
Bacardi has long valued female representation in leadership roles. Its mission continues with a heavy representation of women dedicated to spearheading new opportunities and roles for diversity in the industry.
One such woman is Lisa Pfenning, Vice President of North America for BACARDI Rum. Pfenning says other women in leadership roles include Kerry Carr (SVP, Global Performance Management), Oksana Pevtsova (Regional President—Eastern Europe, Greater China, South Korea, and Japan), and Kathy Parker (Chief Marketing Officer for Patrón Tequila and Grey Goose Vodka) among other female leaders across the company.
Pfenning says of her position, “I’ve worked hard to foster a primarily diverse female team, and I’m incredibly proud of that. When leaders are purposeful and choiceful in designing teams that represent inclusivity on all forms, it makes for smarter, more creative, and more fruitful business decisions all around.”
These positions have historically been male-dominated fields, but the trend is shifting to more women in toptier positions in the spirits industry.
“I’m especially proud to work at a company like Bacardi, where we have Belonging at Bacardi, our DE&I program, which allows every Bacardi employee to feel appreciated for who they are, what they do, and who they can become. A core pillar of Belonging at Bacardi is the Spirit Forward Summit, the annual Bacardi women’s empowerment conference, which dives into topics such as activism, gender roles, health and wellness, financial empowerment, and more.
As someone in a leadership position at Bacardi, it’s one of my endeavors to mentor and champion others coming up in the field. It’s more important than ever to have allies and advocates, on both sides, to uplift and open doors,” Pfenning says.
Female mentors and peers raising each other up is what Pfenning credits for the breaking of barriers for women in the spirits industry. She says, “I’ve been lucky to have some fantastic female mentors and peers throughout my career that have always recognized the importance of raising up one another. After all, a rising tide lifts all boats. This is a significant shift that I’ve seen happen in the past few years, whereby we are no longer competing, but rather taking every opportunity to lift each other up.”
Bacardi Innovations
The ready-to-drink and premium rum categories are innovations coming from the Bacardi brand. Pfenning says in the spring the company launched new flavors and variety packs for its popular BACARDI Real Rum Cocktails. “They’re ready-to-drink cocktail cans bursting with flavor and made with a base of BACARDI Superior. We’re incredibly proud of how our consumers have embraced these innovations,” shares Pfenning.
Bacardi launched its first premium-aged rum innovation since the BACARDI Premium range launched in 2018, BACARDI Reserva Ocho Sherry Cask Finish. “This new rare rum offering marked the start of a five-year collection. We will be releasing a new, limited-edition cask finish annually through 2025, with the cask finish changing each year based on the type of barrel used for the additional aging. This year’s inaugural release has been aged in American oak barrels for eight to 12 years and finished in an Oloroso sherry cask for just over two months.”
Bartenders should know that premiumization of the overall rum category remains a big focus for Bacardi, and education of how and when to enjoy premium rum remains a top priority. Pfenning says that there is still a general lack of consumer understanding about how to drink rum. Many still only view rum as a simple party drink, perfect for mixing in cocktails, but not necessarily a spirit for sipping or elevated cocktails. “Active and ongoing engagement and education for our bartender community is especially important. The more they understand our craftsmanship, quality, and versatility, the more they can intelligently and confidently recommend it to consumers,” she says.
Innovations and building women up both tie into Bacardi’s core values. “At Bacardi, we are rooted in three core values: Founders, Family, and Fearlessness. I truly believe that these guiding principles have helped both inspire and catapult women into leadership positions at our company. Despite being one of the biggest global spirits brands in the world, we still operate with a founder’s mentality, take great pride in still being family-owned and drive our business fearlessly with the support of our team.
“It’s always been a strategic decision to have as much diverse representation as possible within our company and our team. Our consumer base itself is diverse, coming from all walks of life, and so we must also have a range of talent to remain innovative and engaging.”
