A Time to Step Up - Lisa Laird. Dunn, Laird & Company

A Time to Step Up

LAIRD & COMPANY’S LISA LAIRD DUNN IS ONE IN A LONG LINE OF EMPOWERED WOMEN.

By Terri Marshall

Lisa Laird Dunn was born into the distilled spirits industry. Her family business, Laird & Company, has been distilling Laird’s Applejack and Apple Brandies since 1780. Now serving as the Chief Operating Officer and Global Ambassador for Laird & Company, Lisa takes pride in her family’s legacy. “I grew up surrounded by apples, the distiller, and employees who were like family to me,” she says. “I absorbed it all, whether consciously or subconsciously.” As she matured, she realized the immense history and heritage she represented as the ninth generation. “Pride in my family’s legacy was a key factor in my decision to join the business, along with feeling that it was time for a female Laird to step up and forge a new path for women in the spirits industry.” Historically owned and run by the men in the family, Laird & Company saw a shift in 1950. “My grandfather suddenly passed, throwing my grandmother into the position of running the company,” says Lisa. “She was the first woman to hold that position.” Likewise, Lisa is the first to work her way through the ranks into an executive management position. “My father empowered me and never set any boundaries. We continue to foster his belief that one is judged by their work ethic, not their gender.”

Laird & Company’s 242-year history remains one of inclusivity. “My father never made decisions or distinctions based on race, gender or anything else, only on a person’s capabilities,” shares Lisa. “His mentor at the distillery in the 1960s was John Bowles, a Black man.”

The company doesn’t market to any particular demographic either. “During Covid, we offered a benefit program for bartenders and received hundreds of video entries from all over the country,” recalls Lisa. “I was delighted to see the amazing diversity of the applicants, especially the number of women.”

Throughout Laird & Company’s long history, importance was placed on being a positive influence on the community. “From the Revolutionary War, the World Wars, to the recent pandemic, we have assisted our local and industry communities,” says Lisa. “We will continue to honor this heritage into the future.”

Lisa speaks to the softer side women bring to the business. “Women in leadership understand the importance of balancing family needs and being a productive member of their company,” she explains. “In the spirits industry, we now see more work-life balance than in years past.” Laird & Company supports women in the industry through organizations such as Ladies United for the Preservation of Endangered Cocktails (LUPEC) and Speed Rack. “I’m honored to be inducted as a Pioneer in the Tales of the Cocktail Dames Hall of Fame.”

When Lisa decided to join her family’s company, she never intended to be a role model. But she does find it gratifying and humbling that other women admire the path she has forged. “Now, my daughter, Laird Emilie, is coming on board, and I hope to guide and inspire her as she continues her journey, making her impact on this industry and our company.” Lisa encourages all women to look inward to their inner strength and trust their intuition and judgment. “Women tend to second guess themselves. Stand strong!”

IT’S A 10 BUT… ALSO A 10/10.

NEW