BEVERAGE INDUSTRY INCLUSION
ple made it easier for other pregnant women to work in the hospitality industry without shame or censure . I have had many sommeliers reach out when pregnant to seek advice on hospitality and motherhood .
WHAT ADVICE DO YOU HAVE FOR PEOPLE ( WOMEN IN PARTICULAR ) LOOKING TO GET INTO THE BEVERAGE ALCOHOL INDUSTRY ?
The best advice I can give to young people , and young women in particular , who are looking to get into the beverage alcohol industry is to be true to yourself and never let a boss or coworker make you feel like you must compromise who you are . I would also advise trying as many different jobs as possible in the industry to learn as much as possible about the business side .
Working on both the wholesale and hospitality sides has been invaluable when making decisions and learning how to conduct business . The service industry is its own ecosystem with a plethora of opportunities for someone to find their true calling . So don ’ t be afraid to taste the different flavors , it ’ s the best way to develop a sophisticated palette !
MARA SMITH
FOUNDER OF INSPIRO TEQUILA
HOW DID YOU GET INTO THE BEVERAGE ALCOHOL BUSINESS ?
I founded Inspiro Tequila in February of 2020 and we launched our first state , my home of Illinois , in May of 2022 .
I ’ m a newcomer to the beverage alcohol industry . My experience is as a lawyer , corporate strategist and stay-athome mom of three . I entered the industry to create a product I was looking for .
For years , tequila has been my adult beverage of choice . I thought I was drinking something “ better for you ,” but I discovered that everything I was drinking contained undisclosed additives ,
Mara Smith
like sweeteners , glycerin and coloring . I searched for a brand that was additive-free with a look , taste and messaging that appealed to me and other thoughtful female consumers like me . That perfect tequila did not exist , so I decided to create one .
I also saw an opportunity to make an impact by adding more female perspectives to the spirits industry . Inspiro Tequila is proudly distilled , owned and led by women .
“ I saw an opportunity to make an impact by adding more female perspective .”
– Mara Smith , founder of Inspiro Tequila
DID YOU HAVE A MENTOR IN THE INDUSTRY ? HAVE YOU BEEN A MENTOR TO OTHERS ?
I am fortunate to have many mentors . When I was getting started , I reached out to any other female founders in the industry I could connect with . I am also extremely fortunate to have Kate Jerkens from Uncle Nearest as a mentor . We were connected through an accelerator that I joined , and her guidance has been extremely helpful .
I also have so many founders as peer mentors . There are a number of us that share learnings . I learn so much from other founders . We are navigating building brands together .
I am not a formal mentor to any other women in the industry , but I speak with new founders all the time . I am always happy to pay it forward and help lift other women up in the industry .
Recently a woman reached out saying she was starting a new RTD brand and she said she understood if I was too busy to talk . My response was that all founders are too busy , but I make the time to talk to other female founders .
HAVE YOU FACED CHALLENGES AS A WOMAN IN A LEADERSHIP POSITION IN WHAT ’ S STILL A MALE- DOMINATED INDUSTRY ?
Being an outsider to an industry that is made up of so many long-time industry veterans made it difficult to gain credibility . As a woman , I feel like I had to come in extra prepared to be taken seriously .
I did extensive research on the spirits industry and tequila production . I read industry circulars , subscribed to newsletters , listened to webinars , read books , joined industry networks and even took a course offered by the CRT in Mexico on the production and history of tequila .
I educated myself as much as possible . Yet , as a woman , I still face more questions about my experience and ability to build a brand than my male counterparts .
HOW HAS YOUR COMPANY BENEFITED FROM HAVING WOMEN AT THE TABLE MAKING DECISIONS ?
Everyone from our sales people to our advisory board and our leadership team is all female . I think the benefit of being powered by women is that we can authentically address a female consumer that is generally overlooked in the industry . We genuinely understand our primary consumer , who happens to comprise 54 % of tequila drinkers . This significant consumer should be represented on the shelves . By having women
14 Beverage Industry Inclusion 2024