Women Leading Spirits shares new identity
Advocacy platform Women Leading Spirits has rebranded to better reflect its growing role across the industry, not just specifically within rum.
Formerly known as Women Leading Rum & Spirits, the community is dedicated to promoting inclusion, education and the advancement of women in the spirits industry.
It will debut its new name and visual identity at this year’s New York Rum Festival & Conference.
The organisation’s name change signifies a strategic evolution, reflecting its expanding role and increasing influence within the global spirits industry.
While rum is said to remain the cornerstone of advocacy, the community, training programmes and international partnerships will now span the full range of spirits. The new name aims to more accurately reflect the project’s breadth, diversity and ambition.
An updated visual identity, including a new logo and a global platform, will accompany the transformation.
Larissa Arjona, president and co-founder of Women Leading Spirits, said: “This change reflects who we are today and where we are headed. Women Leading Spirits is a transversal, diverse, and global platform. Our new name and logo embody that evolution.”
To bring its evolution to life, Women Leading Spirits partnered with Studio Guild, an Australian design studio specialising in branding for the drinks industry.
Studio Guild’s CEO, Trish Dunstone, added: “Designing this new identity has been an honour. Women Leading Spirits represents the future of the industry, and we wanted to create a brand that matches its impact.”
Women Leading Spirits will celebrate the milestone in New York during the first weekend of June 2026, coinciding with two major industry events: the New York Rum Festival & Conference on 5-6 June and Bar Convent Brooklyn on 9-10 June.
On 5 June, the advocacy group will participate in a seminar titled “Artemisia Private Barrel: The Art of Unifying Multiple Distilleries into One Blend.” This seminar is part of the New York Rum Fest conference, held at the Corporate Suites, 880 Third Avenue.
The day ends with a networking event hosted by Women Leading Spirits at The Bar Room at The Modern in Manhattan.
On 6 June, at the New York Rum Festival, Arjona will take part in a discussion called ‘The Unknown Frontier: Meet the First Angels’.
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