Women are taking the reins, redefining the future of rum and other spirits with passion, innovation and a transformative vision. We discover more about the Women Leading Rum initiative.
Through platforms like Women Leading Rum (WLR), these women create a strong, collaborative and empowered community that celebrates rum and drives meaningful change in the industry.
This article delves into the women leading some of the most prominent brands in the rum industry and other spirits, taking them to new horizons of success.
Larissa Arjona: leading the evolution with Ron Abuelo
Larissa Arjona has found her purpose and passion in the heart of Panama, in the land that gave birth to Ron Abuelo. Panamanian and Spaniard, with an academic background as a lawyer and a master’s degree in law, Larissa is a communications strategist and an active advocate for female empowerment in the rum industry.
“My professional life revolves around rum. It’s my job; it’s my passion. And rum has not only given me endless opportunities but also an invaluable network of contacts and friends who share this love,” says Arjona, who, besides being the export marketing manager at Varela Hermanos, holds the position of executive president of Women Leading Rum.
Through her work with Women Leading Rum, Arjona has driven a new phase of the platform to offer conferences and masterclasses in rum fests around the world, training, mentoring, and exclusive events that empower women to occupy leadership roles within the sector. Under her leadership, WLR has created a community in which women not only support each other but also raise the profile of rum globally. Since its beginnings in Panama and more than 15 years ago based in Madrid, Spain, Arjona has been deeply connected to the rum tradition, and today, her vision is to ensure that more women have access to the opportunities she has had.
Alexandra Alfaro: innovation and vision with Industrias Licoreras de Guatemala
Alexandra Alfaro is driving the brand towards innovation and global expansion. With a focus on communication, marketing, and brand experiences, she ensures the company remains a leader in the market while preparing for the future with ground-breaking campaigns and products.
“I believe that the power of working together for a common goal makes WLR powerful and transcendental. And being part of this is an honour and a privilege at the same time. Elevating the role of women in the category by showcasing our impact and influence in the Rum category is key to the continuing success of the category across the world,” says Alfaro, recently named director of Latin America for Women Leading Rum.
Home to renowned rums like Ron Botran and Ron Zacapa, Licores de Guatemala thrives under Alfaro’s leadership. Her vision for 2025 includes exciting campaigns, innovative products, and rebranding iconic labels.
“I am currently gearing up for 2025. A good deal of exciting news from the brands in our portfolio will come in the new year, from new communication campaigns to renovated brand experiences to new product innovations to complete rebranding on some of our most emblematic brands.” Alfaro’s leadership highlights the growing influence of women in shaping the rum industry’s future.
Angélique Jullienne: transparency for the future from Maison Ferrand
With more than a decade of experience, Angélique Jullienne, global marketing and communications director at Maison Ferrand and Stade’s West Indies Rum Distillery has led a transformation in the perception of rum. Recently named director of Europe for Women Leading Rum, Jullienne is poised to further elevate the role of women in the industry.
For Jullienne, Women Leading Rum represents an empowerment platform for women who are driving change in the rum industry. “There are countless women behind the world’s best rum brands, shaping every aspect of the industry, from production to marketing and sales. These women are not just making rum; they are elevating it, bringing their dedication, creativity, and expertise to the global stage,” she says.
She explains that the essence of Women Leading Rum lies in education and knowledge sharing. “It’s a mission to educate, to share knowledge with consumers and with each other. We want to create a space where we can learn from each other, exchange ideas, and take the category to new heights.”
Jullienne is developing projects aligned with her passion for rum, focusing on offering meaningful experiences to both consumers and industry professionals. Her priority is to highlight the complexity and richness of rum, promoting its appreciation through educational programmes, tastings, and events at Planteray. These efforts emphasise transparency, ensuring the story behind each bottle is accessible and clear, from the terroir to the final product. In addition, she contributed to the creation of a book co-written by Matt Pietreck and Alexandre Gabriel on the history of ‘navy rum’, a project that rescues forgotten documents and stories, culminating in a work of more than 200 pages that preserve this unique legacy.
Dianne Medrano: innovation and sustainability with Ron Centenario
Dianne Medrano is one of the most influential figures in the rum industry in Costa Rica, where, as CEO of Centenario International, she is leading the way towards sustainability and innovation. Medrano has transformed Ron Centenario into a brand that not only stands out for its quality but also for its eco-conscious practices.
“I’m currently leading projects focused on innovation and sustainability within the premium rum category. This includes expanding our presence in international markets and developing initiatives that highlight craftsmanship while embracing eco-conscious practices to create a positive impact on our industry and communities,” explains Medrano.
With a focus on international expansion and developing initiatives that promote sustainability throughout the production chain, Medrano is an example of how women can lead the change in the rum industry. “I believe in the mission of Women Leading Rum because it celebrates the talent, creativity and vision women bring to the industry. By connecting and supporting each other, we drive innovation and build a stronger future for the rum world,” she adds.
Ron Centenario has grown in popularity thanks to its premium quality and sustainable practices, and under Medrano’s leadership, it continues to expand around the world, highlighting not only Costa Rica’s tradition but also its commitment to a greener future.
Marie El Hanafi: the creative essence of Ron Millonario
With a strategic approach and a unique sense of creativity, Marie El Hanafi has become the face of Ron Millonario, a brand recognised worldwide for its exquisite quality and tradition. As a global brand ambassador, El Hanafi has the responsibility of taking the brand to new markets and ensuring that its identity remains intact while growing globally.
“I truly believe that initiatives like ‘Women Leading Rum’ are a valuable asset to the rum industry. First, they allow us to connect and learn from one another. Second, they empower us to make a stronger impact in our roles and influence areas of the industry that may not have received enough attention in the past. Lastly, we bring a unique sensitivity and perspective to the product that differs from that of men—differences that, while distinct, are highly complementary. This balance is a crucial factor in helping the rum category grow and continue to innovate,” says El Hanafi.
Ron Millonario’s philosophy is synonymous with quality and elegance, and under El Hanafi’s direction, the brand has made a space for itself in the most demanding markets. Her focus is on maintaining the authenticity of the rum tradition while ensuring that each new proposal resonates with new generations of consumers, especially those women who are taking the reins of the sector.
Priscila García: visibility and opportunities with Ron Arehucas
From the Canary Islands, Priscila García, export manager of Ron Arehucas, is expanding the international presence of the brand, which has established itself as one benchmark of Spanish rum. With a fresh and modern vision, García is working to create products that adapt to international markets while remaining faithful to the quality and tradition that characterises the brand.
“Women Leading Rum is a platform that offers visibility, support, and new opportunities. Together, we can bring new perspectives to the world of rum, maintaining competitiveness and relevance in such a dynamic sector,” says García.
“At present, we are developing a range of premium products by adding new references to our portfolio, which can be perfectly adaptable not only for the Spanish market but for the several foreign countries we work with. The idea is to become more and more versatile due to the global vision of the company about having products that meet the needs of the different types of consumers we can find in our country and the countries abroad,” she adds.
Under her direction, Ron Arehucas is expanding its portfolio of premium products, and its presence in international markets continues to grow. García is a passionate advocate for inclusion and gender equality, and through her work in the industry, she shows that female leadership is critical to the growth and innovation of the category. “These are the reasons why I strongly believe in this project. Women united bringing more visibility together with a brand new perspective to the world of rum, is a perfect way to keep it in trend in a sector with a huge competition nowadays,” concludes García.
Laura Soler: celebrating tradition with Gin Canaïma and Cocuy Saroche
Laura Soler is leading the launch of Cocuy Saroche, a project that honours the heritage of the Venezuelan agave, a spirit deeply rooted in the country’s culture. As marketing manager at DUG (Distillers United Group), Soler is working to position cocuy as a premium product in international markets, while supporting the local communities that cultivate and harvest this precious agave.
Soler also leads Canaïma Gin, which encourages the awakening of an adventurous spirit in the consumer and seduces it with the natural charm of its exotic flavour and youthful traits.
“The most beautiful thing about Women Leading Rum is the sisterhood, the shared vision, and the community we are creating. Every day, we inspire each other to build a platform that empowers us all,” says Soler, who is committed to preserving authenticity and tradition while working on innovating new projects.
For the first time, Women Leading Rum has opened its doors to other categories of spirits such as cocuy and gin, marking a historic moment for the organization. This step reflects WLR’s commitment to the evolution of the industry, fostering a more inclusive and diverse space where the contributions of women in different segments are celebrated and enhanced.
This opening not only expands WLR’s reach but also lays the foundation for new opportunities for collaboration and innovation in the world of spirits. They believe this move is promising for the future, allowing meaningful connections to be built across categories and driving growth across the industry.
A path led by women
Women Leading Rum is an exclusive platform, part of The Rum Lab, to recognise women involved in the rum industry and establish connections between them, regardless of their position in the industry. This initiative arises as an educational and professional exchange where women can support each other through executive training, workshops, and mentoring to enhance the value that each of them brings to the world of rum.
Through Women Leading Rum and the dedication of women like Arjona, Alfaro, Jullienne, Medrano, El Hanafi, García and Soler, the future of rum and spirits has never been brighter. These leaders are transforming the industry, driving change with every action, and showing the world that female leadership is a powerful force for innovation, sustainability, and success in the world of rum and other spirits.
This past year has been possible thanks to sponsors such as Ron Abuelo, Planteray Rum, Ron Botran, Ron Millonario, Rum Nation, Ron Centenario, ConDesign, Canaïma Gin, and Cocuy Saroche.
Furthermore, 2025 will open happily with the addition of Bacardi and Ron Arehucas. Bacardi is the world’s leading premium spirits house, loved for its iconic brands, bringing people together to create experiences around drinks and different moments of consumption for more than 150 years. Ron Arehucas is a family business founded in 1884 in the Canary Islands, Spain. For more than 135 years, they have been dedicated to the production of high-quality rums and liqueurs using artisanal methods and carefully selected raw materials.
For more information about Women Leading Rum, go to womenleadingrum.com and follow on Instagram.
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Author: SB Staff Writer
