workload, as women are often thought of as weaker in strength, endurance and loyalty. There was also plenty of mansplaining along the way, but I met it all by working harder, faster, stronger and more effectively.
How has your company benefited from having women at the table making decisions?
Having a perspective from women is crucial. We represent a demographic in consumerism that affects the longevity, adaptability and innovation of products. I believe my company has benefited from having me at the table because I have a viewpoint that transcends the present case. Women are natural planners. We create critical paths, multitask with ease and organize across multiple categories.
Do you think the beverage alcohol industry has improved as far as women and gender inclusion in the past five years?
There has been some improvement, but I don’ t think hiring someone because they’ re a woman and sitting back to see if she sinks or swims is progress. While some places have given women platforms and guidance to advance, others have set them up with no mentorship or plan for growth. Women leaders also need to do more to create opportunities for other women, while also encouraging and mentoring other women. However, women entering the industry must be proactive and believe they can be taught to advance. Inspiration only works for those open to taking it in.
What advice do you have for other women looking to get into the beverage alcohol industry?
Be open-minded to the pathway presented to you. It may not seem like something in the beginning, but that’ s where you gain knowledge and technique, and become well-rounded. Sometimes learning outside your immediate role can later prove to be the exact skill set you need.
Project management helps run a program. Science classes help with creativity and technique. Spin classes help keep you fit but also help with endurance for the day-to-day activities of the bar. It’ s about changing your perspective to see how everyday occurrences and interests can be applied to your work. Just because we learned about shapes in kindergarten doesn’ t mean we don’ t recognize them in the present moment( for example, a demitasse spoon vs. a soup spoon).
CECILE GIRAUD
Founder and CEO, Hugo Cognac
How did you first get started in the beverage alcohol industry?
I started in my 20 ' s, when I was hired as on-premise manager in the New York market by Raynal & Cie, a family-owned company based in Cognac, France, for the launch of their liqueur“ Tao,” a blend of Brandy, Vodka and Citrus flavors.
I learned the hard way, walking up and down Manhattan with( heavy) sample bottles on my shoulder, knocking on every restaurant ' s door during the day and going back at night to drink my own product and prompt re-orders. I then worked for Specialty Spirits on the launch of their product " Intrigue," a blend of premium French vodka, Cognac and exotic passion fruits, before co-creating ChocoVine in 2011( French Cabernet sauvignon and Dutch chocolate) with industry veteran Steven Katz, which was one of the faster and biggest success stories in the industry at that time. After 1.5 million cases sold nationwide, our producer, Dekuyper, acquired the brand.
Did you have a mentor in the industry? Have you been a mentor to others?
I did not have a particular mentor but every individual I met in the industry, at EVERY level, from producers, to store owners, bartenders, F & B managers and of course consumers, taught me invaluable lessons.
I strongly believe in firsthand knowledge. Having also experienced pretty much all aspects of brand creation and development, including going door to door, doing tastings, working the markets with sales representatives, attending and participating in trade shows, and so much more provides a robust foundation to create products that are relevant and meaningful.
Have you faced challenges as a woman in a leadership position in what’ s still a maledominated industry?
Every leadership position has challenges. I wouldn’ t say that being a woman has made these challenges significantly better or worse. I strongly respect and rely on both women and men’ s knowledge and expertise. Gender, in my opinion, is not a key factor. Inclusivity, humility and dedication are. My favorite motto is
" No limits, no excuses." I don ' t consider my gender as a limitation or justification for any shortcomings, and I want to focus instead on being accountable for my actions and decisions.
How has your company benefited from having women at the table making decisions?
Being a woman is instrumental, especially when our company’ s mission is to revolutionize and modernize the Cognac Industry, traditionally dominated by men, to defy stereotypes and broaden its appeal to the discerning woman who enjoys the finer things in life.
2025 WOMEN IN BEVERAGE 21