Motherhood, menopause and supporting women in spirits
Is the spirits industry improving its support of women looking to climb the corporate ladder or found their own businesses? How can the trade be more accommodating to working mothers? We discuss this and more in our latest video.
“The nuance we have to make here in spirits is that the corporate world is actually incredible at leading diversity agendas – and I’ll use Diageo as the biggest one. Their DEI [diversity, equity and inclusion] is absolutely world class, no questions,” said Stephanie Jordan-Balmforth, co-founder of Avallen Spirits, during a panel talk at ProWein. Her response was to a question about the representation of women in spirits and if the sector is moving in the right direction when it comes to giving women more representation and career support in the industry.
She continued: “I think it’s coming into some of the smaller organisations, the independent brands, medium-sized businesses, where there probably needs to be more work. And ultimately, we see it as well, [Sarah] you’re in whiskey, there is a big movement with OurWhisky and women vocalising their need to be recognised and held in the space, which classically has been more male-dominated.”
Jordan-Balmforth also highlighted further nuances that can influence this development, such as categories and cultures.
Sarah Kennedy, brand manager for McConnell’s at Belfast Distillery, recalled how in the early days of her career as a brand ambassador, despite her positive experience she was the only woman on a team of nine men. “I was a mother as well,” she explained, “[so] you get a very different experience. You can’t really be ‘one of the guys’.”
She continued about today’s climate: “You’re definitely seeing more women coming together and sharing their experiences, and the demographic is changing. Between 30-40% of women make up the demographic for whiskey now, so it’s definitely not as male-dominated as it was in the past, for sure.”
Both Kennedy and Jordan-Balmforth, who was a few months out from expecting her first child, openly shared their thoughts on how the industry can better support mothers and pregnant women.
But not only this; the conversation also tackled other experiences women go through that can be incredibly taxing on their bodies, yet with the expectation to ‘just get on with it’.
‘More empathy and understanding’
“The one we all have to look forward to is menopause and that’s a whole new Pandora’s box, but I have heard that there are corporates that are already thinking about it from an HR point of view, recognising that women will go through these symptoms that men won’t, and that they need support,” Jordan-Balmforth said. “There needs to be more empathy and understanding, and so I think ultimately it’s up to us to be vocal about all of these changes that we experience, which are just very unique to our gender.”
She continued: “It’s biological. So speaking at it from a scientific point of view and having HRs understand and recognise the science behind our bodies [is needed] to help and empower us in the workplace.”
Kennedy was also encouraged to hear topics like motherhood and menopause being discussed more openly, and frequently.
Kennedy added: “Being a mother, going through menopause, all of the things that happen to the female body were just never talked about. It’s definitely something that is becoming more prevalent.
“You’re starting to see more things, like this panel, giving women the chance to speak about it. Those are the steps we need to take, whether that’s focus groups in work, whether that’s mentorship programmes and just being more vocal about what happens to you as a female, how that affects you in business more specifically.”
Click the video below to watch the full conversation with Jordan-Balmforth and Kennedy.
For further discussions from The Spirits Business Hub at ProWein 2025, visit The Spirits Business YouTube channel.
Related news
International Women’s Day – lights, camera, accelerate action
