It’s typical to think of the spirits industry being male-dominated, and for many years it has been. But there is some exciting and innovative change happening in the industry, where women are not only blazing trails by being the “first”, they are establishing themselves as a force to be reckoned with, in a bid to disrupt the status quo.
In a feature spotlighting the ways in which women are making progress in wine and spirits and where challenges still remain, Sevenfifty.com, a digital platform focusing on the culture of beverages says the spirits industry is a 353-billion dollar industry that women are currently largely underrepresented in. According to 2019 McKinsey & Co. data only four percent of women are in C-suite positions [as of 2018]. Clearly there is a long way to go.
But women-owned distilleries and brands are becoming more common place. Female master blenders and distillers are not only breaking barriers, but have been in the industry for many years in some cases, and are finally getting some well-deserved recognition.
We were lucky enough to speak with two Latina women who are not only pioneers in the world of rum, but hold legend status in the industry. Based out of Puerto Rico, known as the “land of rum”, Don Q has been established as the island’s premiere brand of rum since its launch in 1934 by the founding Serrallés family. Patriarch Don Juan Serrallés, who migrated to PR from Spain in 1820, not only laid the foundation for the Serrallés legacy, but for Puerto Rico becoming the world leader in rum production. In 2006 Don Q was brought to mainland USA under CEO Félix Serrallés Jr.
Its legacy today lies in its disruptive spirit, something that has always been at the essence of the Don Q brand. Nowhere is this more evident than the way it elevated the work of the now-legendary Silvia Santiago, who was Puerto Rico’s first female Master Blender.
A shout out to our Master Blender, Liza Cordero and our beloved Maestra Ronera and Sr. VP of Manufacturing, Silvia Santiago. Visionary women, among many more in Don Q, who are keepers of the Serrallés family’s traditions.#InternationalWomensDay pic.twitter.com/jjvjO2DgRG
— Don Q Rum (@donqrum) March 8, 2024
Silvia Santiago is considered a true pioneer and a leader who has paved the way for many women in the rum industry. In 2023 she celebrated 50 years with Don Q spearheading the entire manufacturing process of the island’s best-selling rum, as the Maestra Ronera. She started in 1973 as a microbiologist and at the time was the only female at the distillery. She is responsible for changing that, and many of the distillery’s departments are now led by females.
Under Silvia’s mentorship, current Master Blender at Don Q Liza Cordero is an inspiration to many in the industry, working at the company for more than 20 years. She previously worked as a chemical engineer in the petrochemical and biotech industry, but in 2001 decided to change careers and entered into the world of rum through the Serrallés distillery. Previously overseeing Fermentation and Distillation Operations and Wastewater Operations during her time at Don Q, Liza’s craftsmanship, dedication and passion has led her to be responsible for creating new, innovative rum blends and for overseeing the quality control during each step of the rum-making process.
Read on below to see what both Silvia and Liza shared with us about being disruptors and innovators in the rum industry, at a company that is championing women in leadership as an asset, rather than an anomaly.
Silvia Santiago
How did your career in the Rum industry begin?
I started working with Don Q Rum more than 50 years ago. I studied Medical Technology with the intention of working at a hospital. One of the professors told me that they were interviewing for Don Q, Puerto Rico’s number one rum. They were looking for someone to work with fermentation and research the yeast and fermentation process, something I had studied in microbiology. When I got the job, it was like a dream. I started working the Monday following my college graduation.
Were there many women in positions of power when you began? And how did you navigate the male-dominated industry?
No, I was the first female to work in the company’s production area. Luckily, those male bosses became my mentors. At the time, I was very young and didn’t pose a threat to them. I asked a lot of questions, and they explained every step of the process.
As a trailblazer in a number of ways, what does it mean to be named Puerto Rico’s first female rum master blender and how does this resound among your community of women?
I fell in love with rum and my job at Don Q Rum, on my first day. The title means the world to me, it means that I went from Microbiologist and continued on to other positions throughout the decades, including Laboratory Supervisor, Director of Quality Control and Compliance Director, to mastering all aspects of the blending of rums.
You were also the first woman to join the Don Q family working at the distillery. What does it mean to see a Latino-founded and operated Rum company breaking barriers for women in this way?
Destilería Serrallés, the makers of Don Q Rum, has always been a family-owned company. Given its history and legacy, it is very revered amongst Puerto Ricans. It’s been a distinct honor to accomplish everything I’ve been able to do for a Puerto Rican company.
Since you began in your role, what exciting changes have you seen in the larger rum and spirits industry for women?
Women have always been in the spirits industry, just in a quieter way. There are more of us at the helm of production, which is exciting. At Don Q, we now have many women working across our production process. My esteemed colleague, Liza Cordero, has been with Don Q for more than twenty years and she’s our Master Blender.
Since my start, I have seen a lot of progress in the spirits industry. Women now occupy managerial positions at Destilería Serrallés. Throughout the company, there are women in almost every department, including engineering, the bottling plant, marketing, distribution and other operational areas.
For any brand to survive market changes and consumer trends, what advice would you give to other spirit labels and brands to stay ahead of the game?
One of the things that I always tell people is to never stop learning. Knowledge gives you an edge over competitors.
What would you say to encourage more women to take up an interest in distillery and perhaps even following in your footsteps?
I hope that women are encouraged by my story to take a chance on industries they might not have considered before. If I was able to do it decades ago when things were harder, they know it’s even more possible for them now.
What would you say is your secret to success in the industry and throughout your career as a Master Distiller?
I learn very fast. When I first started, whenever there was a problem, I was able to help them correct it. I also believe in female intuition and have relied on my sixth sense to make decisions. It has added an extra component that has been beneficial throughout my career. After so many years, I still have a lot of passion for the industry and for what I do.
Liza Cordero
Where did your career in the spirits industry begin, and what or who inspired you to follow this path?
My love for rum started when I decided to make a change in my life. I worked as a Chemical Engineer in the Petrochemicals and Biotech field, but I wanted to do something completely different.
Twenty one years ago, I learned that Don Q Rum was recruiting for an Assistant Manager for their Distillation and Fermentation process area and didn’t hesitate to apply. I wanted a change and wanted to work for one of Puerto Rico’s most esteemed companies.
Tell us about working at Don Q and being mentored by the legendary Silvia Santiago?
I am now the company’s rum distillery Master Blender and oversee the distillation process of Don Q Rum. I have had the pleasure of working closely with Silvia Santiago, the company’s Maestra Ronera, for more than 50 years. She has incredible knowledge of the entire rum making process and was instrumental in guiding me throughout my career.
What were some of the biggest lessons you learned from her, as a trailblazer in a male-dominated industry?
Silvia has been a big mentor for me, as well as other women across the spirits industry. She’s the perfect example of how tenacity and hard work will help you accomplish anything you set your mind to. Besides her deep knowledge, she’s also shared the importance of passion and dedication.
Throughout your 20 years at Don Q, what have been some of the biggest changes you’ve seen, especially for women?
I’ve always felt respected and valued by everyone at Destilería Serrallés, the makers of Don Q Rum. But it is something to be expected. We all had the same objective, making the world’s best rum, and we all needed to work together to accomplish that.
There are more women in key managerial positions and throughout the company now. This is also true across the spirits industry where women’s insights, experiences and hard work are rewarded.
Why do you think there is still such a stigma around women working in the spirits industry? And how can brands like Don Q keep pushing for change?
For years, the spirits industry has been considered a male-dominated industry, there were perceptions that women weren’t prepared to take leadership roles in certain areas, but they have been proven wrong. There have now been women in managerial roles in unexpected areas, such as the wastewater treatment plant, the bulk rum business and the bottling plant.
There are opportunities for everyone regardless of gender or background. There are a lot more women in the field now, the industry actively seeks women to work across teams in managing, blending, and creating products. Women have proven to be motivated by their inherent need to contribute and demonstrate that they can achieve what they put their minds and hearts to.
What does it take to become a Master Blender? What kind of skills or insight do you need to possess?
It takes experience, curiosity and creativity to become a Master Blender. As a Master Blender, I develop new Don Q expressions that follow current market trends. I ensure consistency in quality and flavor, carefully choosing natural ingredients and select blends for our premium and flavored rums. Part of my job is understanding the differences among the aged rums, each with its own aroma and taste.
What are some exciting blends are you currently working on, that we can look forward to seeing more about in the near future?
Rum making is my passion, it’s an industry that’s full of surprises every day. I look forward to continuing to work with our teams and finding new blends. We will continue to do what we’ve always done – innovate and create the greatest rum products in the world and contributing to making Don Q, Puerto Rico’s number one rum.
What does it mean to you to be part of a brand that is championing Latinas as leaders in the field?
Destilería Serrallés has always been ahead of its time. For example, although there were few women in the industry when Silvia began working here, she was proactive, hard working and was rewarded every step of the way. It’s been that way for me and other women who have worked here for decades. We were always treated as equals.
You can learn more about the Don Q brand on the website, and follow them on Twitter and Instagram.
