Empowering Women in the Wine & Spirits Industry: Insights from Mara Smith
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Chapter 1: The Landscape of Women in Wine & Spirits
In the wine and spirits sector, each state functions like its own country, complete with distinct compliance laws and regulations. Understanding the unique operational frameworks of different states is essential prior to launching a product in those markets. Alarmingly, women constitute less than 20% of winemakers and distillers, a statistic rooted in a historical exclusion from these fields. However, as more women pursue education in this area, the tide is beginning to shift.
What experiences do these women face in a predominantly male industry? What hurdles must they overcome? Is there optimism for improved representation and wages for women in these sectors? As part of our ongoing series spotlighting female leaders, we had the pleasure of speaking with Jamie Hunt.
Mara Smith, founder of Inspiro Tequila, champions a clean, additive-free tequila crafted by women. With a background as a corporate strategist, attorney, and devoted mother, Mara's vision for Inspiro Tequila—a certified B Corp—is to empower other women entrepreneurs through financial backing and mentorship.
Thank you for joining us, Mara! Let's start with your background. Can you share your journey and childhood?
I grew up in suburban Chicago, aspiring to become a Supreme Court Justice, seeking lifelong job security. My path led me to law school after completing my undergraduate studies in accounting. Although I initially envisioned a conventional career, my entrepreneurial spirit was ignited later in life while working in corporate strategy for a Fortune 500 company. I immersed myself in market trends and consumer insights, which inspired me to consider launching my own ventures. However, my corporate trajectory shifted dramatically when I became pregnant with twins and had to prioritize family. After many years at home, in 2020, I finally took the leap to establish Inspiro Tequila.
Section 1.1: The Birth of Inspiro Tequila
Can you tell us about the most compelling experience you've had since launching your company?
Years ago, I sought a tequila that was low in sugar and gluten-free, suitable for my active lifestyle. However, I discovered that the options available were laden with undisclosed additives. Unable to find a clean tequila that appealed to both men and mindful women, I decided to create one myself. Thus, Inspiro Tequila was born, with the goal of redefining tequila enjoyment through a smooth and sippable product made from 100% Blue Weber Agave, free from additives. As I reentered the workforce, I aimed not only to produce quality tequila but also to ensure female involvement at every level of the company. With our master distiller Ana Maria Romero Mena in Mexico and a predominantly female team, we proudly champion women in the spirits industry.
I launched Inspiro Tequila in February 2020, just before the onset of the COVID-19 pandemic. This made it challenging to oversee production in Mexico. When I finally received samples from our initial run, I was disheartened to find them unsatisfactory. My master distiller shared my disappointment, as the process had not adhered to key guidelines. I made the difficult decision to discard our first batch, even though it set us back financially and postponed our launch by six months. I realized the importance of loving and believing in our product before I could successfully share it with others.
Section 1.2: Learning from Challenges
What about a humorous mistake you encountered while starting up?
Our first major event coincided with Art Basel, where we were set to be the exclusive spirits brand at a gathering hosted by the NBA Wives Association. Unfamiliar with the event’s scale, we found ourselves caught in heavy traffic and running late. Upon arrival, we discovered that none of our rentals had been delivered, and we had no point of contact to rectify the situation. To adapt, we served drinks from the storage area instead of showcasing our beautiful bottles. The experience taught me the necessity of having reliable contacts and confirming logistics in advance for events.
Chapter 2: The Role of Support and Mentorship
None of us achieve success alone. Is there someone whose support has been pivotal for you?
The name "Inspiro" reflects inspiration—specifically, from my grandmother and mother, who instilled in me the belief that I could thrive in any environment. Their encouragement empowered me to excel in traditionally male-dominated subjects throughout my education and career. My mother has been instrumental in my entrepreneurial journey, helping me design our tequila bottle and cheering me on every step of the way.
Section 2.1: Traits for Success
As a successful business leader, what character traits do you believe have been vital to your success?
- Diligence: Entering an unfamiliar industry required extensive research. I immersed myself in learning about spirits production, compliance, marketing, and more. Leveraging available resources helped me quickly adapt.
- Inquisitiveness: I embrace continuous learning and seek advice from various sources. Being new to the spirits sector, I remain open to innovative solutions, such as experimenting with barrel resting for our blanco tequila to enhance sweetness without additives.
- Authenticity: Living authentically is paramount. I aimed to bring a female perspective to tequila, partnering with a female master distiller and building a team largely composed of women. Supporting other women-owned brands is a core value for me, which I exemplify through collaborations and mentorship.
Are there any exciting projects on the horizon?
We are thrilled to be developing new cocktail kits in collaboration with other female-founded brands, perfect for gifting during the holiday season.
Chapter 3: Gender Parity in the Industry
Despite notable progress, achieving gender parity in the wine and spirits industry remains a challenge. In Napa Valley, only around 12% of lead winemakers and winery owners are women. What actions can individuals, companies, and society as a whole take to support greater gender equity?
Individuals: Support women-owned brands by learning about and purchasing from them. When gifting wine or spirits, seek out certified women-owned options, and encourage local retailers to stock diverse brands.
Companies: Regardless of size, companies can contribute by collaborating with female-founded brands, providing introductions, and promoting women-owned brands at events. Small grants to female founders can also make a significant impact.
Society: Access to capital is crucial for women-owned brands to grow. Supporting these brands translates to more resources for upcoming female entrepreneurs, fostering a cycle of success.
You are considered a "Wine and Spirits Insider." What are five unexpected insights for success in this industry?
- State Compliance: Every state operates independently, necessitating an understanding of individual laws and regulations.
- Distribution Partnerships: Finding the right distributor is critical. Focus on building partnerships with enthusiastic distributors rather than rigidly adhering to initial market plans.
- Asset Collection: Continually gather marketing assets. Spirits brands require a plethora of photography and content for various platforms.
- Customer Diversity: Recognize that you have three distinct customer bases—distributors, retailers, and consumers—and tailor your messaging accordingly.
- Educational Initiatives: As consumer awareness around additives in tequila grows, it's important to educate them about what they are drinking and the brands they support.
Chapter 4: Challenges and Opportunities Ahead
What excites you about the wine and spirits industry?
- Consumer Awareness: More consumers are becoming mindful of the additives in tequila, which promotes healthier choices.
- Craft Brands: Increased attention on craft brands is encouraging as consumers seek unique products.
- Retail Diversity: Many retailers prioritize diversity, allowing underrepresented brands a chance to shine on their shelves.
What concerns you about the industry?
- Distributor Access: Small brands often struggle to find distributors, which impedes growth. A trade show dedicated to women-owned brands could facilitate better connections.
- Complex Laws: The intricate legal landscape can be burdensome. Simplifying compliance regulations would greatly benefit small brands.
- High Taxes: Federal excise taxes can be prohibitive for small brands. Adjusting the allocation of tax credits to favor smaller producers would alleviate some financial strain.
What’s your favorite life lesson quote and its relevance?
"Women belong in all places where decisions are being made." - Ruth Bader Ginsburg. This quote resonates deeply with me, encouraging my pursuit of opportunities in the male-dominated spirits industry. It also serves as a reminder to pave the way for other women to make their voices heard in decision-making spaces.
If you could inspire a movement for the greater good, what would it be?
I'd advocate for providing more opportunities for women reentering the workforce after caregiving. Recognizing the skills gained during that time is vital. Creating pathways for flexible work and accessible childcare would enable more women to transition back into their careers without guilt.
Thank you for sharing your insights with us, Mara! We wish you continued success in your endeavors!