at the table , our brand does represent this shopper .
Additionally , having diverse viewpoints is necessary for innovation . Our team tries to look at things differently and we are always looking for ways to innovate from our bottle design that is purposefully slender in the middle to be easy to hold and pour to our unique barrel aging . I think having women in decision-making positions , allows them to create products that they want to see in the world .
DO YOU THINK THE BEVERAGE ALCOHOL INDUSTRY HAS IMPROVED AS FAR AS WOMEN AND GENDER DEI IN THE PAST FIVE YEARS ?
I am newer to the industry , so I don ’ t have enough history to know how things were five years ago . I do appreciate the women who have been trailblazers in all tiers who opened the door for women like me to start brands .
WHAT ADVICE DO YOU HAVE FOR PEOPLE ( WOMEN IN PARTICULAR ) LOOKING TO GET INTO THE BEVERAGE ALCOHOL INDUSTRY ?
I think there are two things that are necessary to being successful in this industry or any new industry . First , do your due diligence . You need to learn as much as possible to see if it ’ s the right fit for you and to be well informed . There are so many resources out there to get up to speed quickly . Take advantage of them and do the research . I like to say I ’ m a “ learn-itall ” and not a “ know-it-all .” There is always more knowledge to acquire .
Secondly , build a supportive community . It ’ s hard to start a company or make a career transition on your own .
Reach out and find people who can support you on your journey . You ’ ll find that people are really willing to help . Join trade organizations so you can meet more people in the industry .
Also look outside of the industry . I have a large female founder community in consumer products , and I learn a lot from people in different verticals .
Most importantly , it ’ s never too late to get started . Take the first step .
ELIZABETH SIMONSEN
GENERAL MANAGER OF APPLEJACK WINE & SPIRITS IN WHEAT RIDGE , CO
HOW DID YOU GET INTO THE BEVERAGE ALCOHOL BUSINESS ?
I left my job as a cosmetic regional manager for Macy ’ s after 25 years and was looking for a new opportunity in retail that did not require travel . Applejack happened to be looking for a new general manager at that time . It has been a great fit for both me and the company .
DID YOU HAVE A MENTOR IN THE INDUSTRY ?
I had many mentors in retail over the years . My mentors were mainly at Macy ’ s , and they were instrumental in my career path . It helped me understand what I truly wanted and how to achieve my goals . Role-playing was especially helpful in prepping for interviews .
HAVE YOU BEEN A MENTOR TO OTHERS ?
I try to mentor every day in some aspect . Whether it is in the community , friends , or employees . If you have experience and knowledge , share it .
HAVE YOU FACED CHALLENGES AS A WOMAN IN A LEADERSHIP POSITION IN WHAT ’ S STILL A MALE- DOMINATED INDUSTRY ?
There are very few women in the industry in Colorado . I am seeing a greater base of women merchandisers recently that hopefully will advance within the organizations .
My greatest challenge when I started at Applejack was the lack of women in a leadership positions . I was the first and I had to earn my keep , so to speak . The team did not trust me , so I had to
Elizabeth Simonsen
earn that trust . Completely fair . I did that within the first year by improving the work life balance and improving the benefit packages for all employees .
HOW HAS YOUR COMPANY BENEFITED FROM HAVING WOMEN AT THE TABLE MAKING DECISIONS ?
I think I bring a different perspective at times . I am also always looking at projects from both the customer and employee perspectives .
DO YOU THINK THE BEVERAGE ALCOHOL INDUSTRY HAS IMPROVED AS FAR AS WOMEN AND GENDER DEI IN THE PAST FIVE YEARS ?
I do believe it has become more mainstream to see women running companies with less pushback from male counterparts . I do feel inclusive and part of the team within our company and our vendor partners . I am sure there are still female workers that struggle within their companies , and this needs to continue to be a focus for anyone in management .
WHAT ADVICE DO YOU HAVE FOR PEOPLE ( WOMEN IN PARTICULAR ) LOOKING TO GET INTO THE BEVERAGE ALCOHOL INDUSTRY ?
Find a mentor that is already established in the industry and use their insight to move forward . Don ’ t be afraid to ask for what you want and keep your eye on your objectives . •
Beverage Industry Inclusion 2024 15